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12UnitFour

BrandManagement3BrandManagement

Whatdocustomersalwayspaymoreattentiontowhentheywanttobuysomething

?4BrandManagement

WhatisBrand?AccordingtotheAmericanMarketingAssociation(AMA),abrandisa‘name,term,sign,symbolordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition’.

5BrandNameStrategies

Thenamesthemselvesgiventoproductscomeinmanydifferentforms.

6BrandVsProductWhatisproduct?Aproductisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.

aphysicalcommodity

apersonanorganizationanidea7BrandVsProductTherearefivelevelstoaproduct.Thecorebenefitlevelisthefundamentalneedorwantthatconsumersatisfiesbyconsumingtheproductorservice.Thegenericproductlevelisabasicversionoftheproductcontainingonlythoseattributesorcharacteristicsabsolutelynecessaryforitsfunctioningbutwithnodistinguishingfeatures.Thisisbasicallyastripped-down,no-frillsversionoftheproductthatadequatelyperformstheproductfunction.8BrandVsProductTherearefivelevelstoaproduct.(3)Theexpectedproductlevelisasetofattributesorcharacteristicsthatbuyersnormallyexpectandagreetowhentheypurchaseaproduct.(4)Theaugmentedproductlevelincludesadditionalproductattributes,benefits,orrelatedservicesthatdistinguishtheproductfromcompetitors.(5)Thepotentialproductlevelincludesalloftheaugmentationsandtransformationsthataproductmightultimatelyundergointhefuture.9BrandVsProductAbrandisthereforeaproduct,butonethataddsotherdimensionsthatdifferentiateitinsomewayfromotherproductsdesignedtosatisfythesameneed.Thesedifferencesmayberationalandtangible–relatedtoproductperformanceofthebrand–ormoresymbolic,emotional.Andintangible–relatedtowhatthebrandrepresents.

10Customer-basedBrandEquityWhatmakesabrandstrong?Howdoyoubuildastrongbrand?

TheCBBEmodelprovidesauniquepointofviewastowhatbrandequityisandhowitshouldbestbemeasured,andmanaged.11CBBE

Understandingtheneedsandwantsofconsumersanddevisingproductsandprogramstosatisfythemareattheheartofsuccessfulmarketing.Whatdodifferentbrandsmeantoconsumers?Howdoesthebrandknowledgeofconsumersaffecttheirresponsetomarketingactivity?12CBBETobuildastrongbrandisensuringthatcustomershavetherighttypeofexperienceswithproductsandservicesandtheaccompanyingmarketingprogramssothatthedesiredthoughts,feeling,images,beliefs,perception,opinions,andsoonbecomelinkedtothebrand.13CBBE

Onebrand–OneproductBrandExtension14BrandExtension

Whenafirmintroducesanewproduct,ithasthreemainchoicesashowtobrandit:Itcandevelopanewbrand,individuallychosenforthenewproduct;Itcanapply,insomeway,oneofitsexistingbrands;Itcanuseacombinationofanewbrandwithanexistingbrand.15BrandExtensionAbrandextensioniswhenafirmusesanestablishedbrandnametointroduceanewproduct.

Whenanewbrandiscombinedwithanexistingbrand,thebrandextensioncanalsobecalledasub-brand.Anexistingbrandthatgivesbirthtoabrandextensionisreferredtoastheparentbrand.Iftheparentbrandisalreadyassociatedwithmultipleproductsthroughbrandextensions,thenitmayalsobecalledafamilybrand.16LineExtensionAlineextensionofteninvolvesadifferentflavororingredientvariety,adif

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