Marketing Notes
ADM 2320 Exam
Chapter 9
Dove Example
Brand extension from soap bar to multiple personal care areas
Brand image always associated with moisture / mildness
Brand promise: mildness and moisturization
Complexity of Products
What Makes a Brand?
Value of Branding for the Customer and the Marketer
Branding Overview
Brand equity is an important concept that can both help and hinder. For example, customers dislike some brands because of the firm’s actions or their negative perceptions. Nike has been the target of many labour activists, which causes some consumers to refuse to purchase or wear Nike products. Mattel’s brand equity was hurt when it recalled over 19 million toys because of lethal magnets and lead paint.
Brand Loyalty
1. Consumers are often less sensitive to price
2. Marketing costs are much lower
3. Firm insulated from the competition
Brand Ownership
Brand Ownership
Brand Name Strategies
Branding exists on multiple levels, and firms choose strategically how to brand their products. The names they assign their products reflect this strategic choice. Marriott gives its individual brands unique names, all tied together by the phrase “by Marriott,” like Fairfield Inns by Marriott.
Choosing a Brand Name: Desirable Qualities
Suggest benefits and qualities
Easy to pronounce recognize & remember
Capable of registration & legal protection
Translated easily
Brand Extension
Benefits of brand extension
Well established name
Brand known for high quality
Lower marketing costs
Synergy among products
Boost sales of the core brand
Brand Dilution
Cobranding
Packaging
Although often overlooked as a marketing tool, packaging helps determine the success of a product. The chapter covers many new packaging innovations including FlexCan, Daily Gloss, smart lids, Labatt blue, aseptic drink bottles, and snack and seal as seen in the ad above. In some instances, such as Coca-Cola or Aunt Jemima Maple Syrup, the package has
Chapter 9
Dove Example
Brand extension from soap bar to multiple personal care areas
Brand image always associated with moisture / mildness
Brand promise: mildness and moisturization
Complexity of Products
What Makes a Brand?
Value of Branding for the Customer and the Marketer
Branding Overview
Brand equity is an important concept that can both help and hinder. For example, customers dislike some brands because of the firm’s actions or their negative perceptions. Nike has been the target of many labour activists, which causes some consumers to refuse to purchase or wear Nike products. Mattel’s brand equity was hurt when it recalled over 19 million toys because of lethal magnets and lead paint.
Brand Loyalty
1. Consumers are often less sensitive to price
2. Marketing costs are much lower
3. Firm insulated from the competition
Brand Ownership
Brand Ownership
Brand Name Strategies
Branding exists on multiple levels, and firms choose strategically how to brand their products. The names they assign their products reflect this strategic choice. Marriott gives its individual brands unique names, all tied together by the phrase “by Marriott,” like Fairfield Inns by Marriott.
Choosing a Brand Name: Desirable Qualities
Suggest benefits and qualities
Easy to pronounce recognize & remember
Capable of registration & legal protection
Translated easily
Brand Extension
Benefits of brand extension
Well established name
Brand known for high quality
Lower marketing costs
Synergy among products
Boost sales of the core brand
Brand Dilution
Cobranding
Packaging
Although often overlooked as a marketing tool, packaging helps determine the success of a product. The chapter covers many new packaging innovations including FlexCan, Daily Gloss, smart lids, Labatt blue, aseptic drink bottles, and snack and seal as seen in the ad above. In some instances, such as Coca-Cola or Aunt Jemima Maple Syrup, the package has