Beruflich Dokumente
Kultur Dokumente
Individual- a marketing strategy in which every product a company sells has its own unique
brand name.
Ex: Coca Cola- Sprite, Powerade, Fanta, DietCoke, Coca-Cola
Blanket Family Name- a company gives same names to all its products.
Ex: LG Electronics- LG TV, LG RADIO, LG REF, SOUND BAR
Corporate- act of using the brand name of the company in the overall advertising efforts and all
communication to the stakeholders
-Has strong corporate legacy, popular *accepted by the social)
Ex: Nike *sponsors sports events”, Apple
Corporate and Product- dominant use of the corporate brand.
Ex: Nestle- focuses on products like KITKAT, NERDS, NESTEA, NESCAFE
Brand Equity-the positive differential effect that knowing the brand name has on customer
product or service.
Provides:
Advantages of Branding:
Easy for the seller to track down problems and process orders
Provide legal protection of unique product features
It helps to give a product category at different segments, having separate bundle of benefits
Enhances corporate image
Branded goods are desired by retailers and distributors
Types of Brand
Brand Sponsorship
Manufacturer’s brand- also called as national brand, selling its output under the own brand
name
Private brand- also called as house brands, product brands owned by a retailer or a wholesaler
rather than the manufacturer
Advantages:
- Exist primarily because they tend to be lower in price, product mix control, slotting fees for
manufactures’ brand, higher margins, exclusivity
Licensed brand- renting/leasing of an intangible asset
- Process of creating and managing contracts between the owner of a brand who wants to
use the brand in association with a product
- Ex: Hello Kitty, Disney. SELLER OF CHILDRENS PRODUCT ATTACH CHARACTERS NAME TO
CLOTHING, TOYS
Co-branding: process when two companies form an alliance..
Level
Types:
Ingredient- Oreo, cookies and cream, flavoring, McFlurries; insert pics
Same company- Tv&Tv box/satellite,
Joint- GOOGLE AND NASA, DEVELOPING GOOGLE EARTH*insert Google Earth
Multi sponsor- insert pic
Packaging:
Primary- the packaging in direct contact with the product itself and is sometimes referred to as
retail packaging, pics.
Secondary- packaging that holds together the individual units of a good
Shipping- facilitates the protection handling and transportation in order to group everything into
unit loads during transit.