Chapter Product, Branding, and Packaging Decisions ten Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

chapter

Product, Branding, and Packaging Decisions

ten

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

LEARNING OBJECTIVES

LO1 Describe the components of a product.

LO2 Identify the types of consumer products.

LO3 Explain the difference between a product mix’s breath and a product line’s depth.

LO4 Identify the advantages that brands provide firms and consumers.

LO5 Explain the various components of brand equity.

LO6 Determine the various types of branding strategies used by firms.

LO7 Distinguish between brand extension and line extension.

LO8 Indicate the advantages of a product’s packaging and labeling strategy.

Product, Branding, and Package Decisions

10-2

Complexity of Products

Michael Blann/Digital Vision/Getty Images

10-3

Types of Products

10-4

Product Mix and Product Line Decisions

Courtesy Pepsi Cola Company10-5

Change Product Mix Breadth

• Increase Breadth– True Religion Brand

Jeans now are a lifestyle brand with apparel, belts, swimwear and fragrances

• Decrease Breadth– Due to competitive

changes, TCBY is now focusing on Yogurt.

©Procter & Gamble10-6

Change Product Mix Depth

• Increase Depth– Band-Aid now has

over 40 products to heal cuts.

• Decrease Depth– McCormick spices

eliminates dozens of products each year.

©M Hruby

10-7

A brand can use: Name, logo symbols, characters, slogans, jingles and even

distinctive packages.

A brand can use: Name, logo symbols, characters, slogans, jingles and even

distinctive packages.

Branding

Oscar Meyer CommercialC

ou

rtesy

Merc

ed

es-

Ben

z U

SA

, LL

C;

Merk

ley &

Part

ners

/New

York

10-8

What Makes a Brand?

10-9

Value of Branding for the Customer and the Marketer

10-10

Brand Equity

10-11

Brand Ownership

10-12

Naming Brands and Product Lines

• Corporate or family brand– The Gap

• Corporate and product line brands– Kellogg’s Corn

Flakes

• Individual lines– Mr. Clean (Proctor

& Gamble)

10-13

Brand Extension

State Farm Website

©M Hruby

10-14

Brand Dilution

10-15

Brand Licensing

LaC

ost

e S

A

LaC

ost

e S

A

10-16

Brand Repositioning

• How is this repositioning?

Courtesy The Procter & Gamble Company

10-17

Packaging

• What other packaging do you as a consumer find useful?

10-18

Product Labeling

©The McGraw-Hill Companies, Inc/Elite Images

C Sherburne/PhotoLink/Getty Images

10-19