,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Chapter 12,Products,and,Branding,In Brand Management,Chapter 12Productsand Bra,Goals of the chapter:,Understand what a brand is,Understand what a product is,Consider the importance of branding,Analyze the branding process and some strong brands,Goals of the chapter:Unde,Are you familiar with the brands?,Are you familiar with the bran,What is a brand?,Brand,A brand is a mixture of attributes,tangible and intangible,symbolized in a trademark,which,if managed properly,creates,value,and influence.,Value,Value has different interpretations:,from a market or consumer perspective:the promise and delivery of an experience;,from a business perspective:the security of future earnings;,from a legal perspective:a separable piece of intellectual property.,What is a brand?Brand A brand,Extended Definitions,A brand is a,name,term,sign,symbol,design or combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.,A brand is a perception entity,rooted in reality,but also reflecting the perception and even the idiosyncrasies of consumers.,brand elements,Extended DefinitionsA brand i,l,$39 billion,$39 billion,$17 billion,$12 billion,$17 billion,$39 billion,World Famous Brand Equity,l$39 billion$39 billion$17 b,Branding,Definition:A means to distinguish the goods of one producer from those of another.,Origin:Old Norse word,“brand”:to burn so that owners of livestock mark their animals to identify them.,On big farms cattle are usually branded.,BrandingDefinition:A means to,Brand name Architecture,monolithic,where the corporate name is used on all products and services offered by the company;,endorsed,where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement;and,freestanding,where the corporate brand operates merely as a holding company,and each product or service is individually branded for its target market,How an organization structures and names the brands within its portfolio?,brand,architecture,systems,monolithic,endorsed,freestanding,Brand name ArchitectureHow an,Individual,name,Lexical,devices,Name,suggesting,Inherent,attribute,Other things,Animal-based,name,Place-based,name,People-based,name,Company,name,Brand,Elements,Individual Lexical Name Other,What is a product?,Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.(Phillip Kotler,),What is a product?Anything t,core benefits,The 5 Levels of a Product,installation,packaging,quality,delivery,after-sale,service,credit,design,warranty,Brand name,What problem does the buyer really want to solve with the,core product,?,Generic,:no-frill with basic attributes for the functioning,Expected,The set of attributes normally expected,Additional attributes,Potential,Augmentation or,transformation in future,Augmented,additional distinct service and benefits,core benefits The 5 Levels of,Categories of products by their attributes,Search goods,Experience goods,Credence goods,Size,color,sturdiness,style,weight,ingredient can be evaluated by visual inspection.,e.g.Majority of physical goods,Durability,quality,safety,ease can only be tried or experienced.E.g.travel,entertainments,Mainly depend on people,s beliefs rather than inspection or trial.,Reputation is vital.,e.g.insurance coverage,Categories of products by thei,A Branded Product,A brand which is synonymous with a particular product offering.,It adds other dimensions to differentiate it from other products designed to satisfy the same need.These differences may be:,rational and tangible,(performance,style),symbolic,emotional and intangible (representation,association,),It can be anything offered to markets,A Branded ProductA brand which,Examples of branded products,Physical goods,Services,Stores,Person,Place,Organization,Idea,Examples of branded productsPh,Why are brands,so valuable?,Values to customers,Values to manufacturers,Why are brands Values to custo,Values Created by Brands,To consumers,Identification of Source of product,Assignment of Responsibility to maker,Risk reducer,search cost reducer,Promise,bond or pact with maker,Symbolic device,Signal of quality,To manufacturers,Means of identification to simplify handling or tracing,Means of Legal protecting unique features,Signal of quality level to satisfied customers,Means of endowing products with unique associations,Brand loyalty,Demand security,Financial return,Source of,Competitive advantage,Values Created by BrandsTo con,Brands as risk reducers,Functional risk,quality,Physical risk,safety,Financial risk,money-,for-value,Social risk,embarrassment,Psychological risk,mental,well-being,Time risk,opportunity,cost,Brands as risk reducersFunctio,With what do Brands Create Competitive Advantages,image,emotion,association,technology,performance,quality,BRAND,With what do Brands Create Com,As