Académique Documents
Professionnel Documents
Culture Documents
and Brands
Building Customer Value
Chapter 2
1.
2.
3.
4.
7-2
First Stop
ESPN Its A Brand!
Brand Experience
ESPN: More than a network
or Web site, ESPN is a
meaningful part of customers
lives that is synonymous with
sports entertainment, and
linked with consumers sports
memories, realities, and
anticipations.
Global Power: ESPN truly
lives up to its tagline, The
Worldwide Leader in Sports.
Strong Brand Equity: ESPN
is as much recognized and
revered as Nike, Google, or
Coca-Cola megabrands.
What Is a Product?
Products are:
Anything
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What Is a Service?
Services are:
Any
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Marketing offerings:
Includes
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Actual product:
Includes
Augmented product:
Additional
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Consumer products:
Products
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Convenience goods:
Purchased
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Shopping products:
Bought
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Specialty products:
Strong
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Unsought products:
Little
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Industrial products:
Those
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Capital items:
Products
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Organizations:
Profit
Persons:
Politicians,
Places:
Create,
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quality
Conformance quality
to consumer
Cost to company
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Branding
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Branding
Advantages to buyers:
Helps
identify products.
Cue to product quality and consistency.
Advantages to sellers:
Basis
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Packaging
Packaging:
Involves
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Labeling
product or brand.
Describes several things about the product.
Promotes the product through attractive
graphics.
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Product line:
A
(adding more).
Stretching (downward, upward, or both ways).
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Product mix:
The
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Intangibility:
Variability:
Inseparability:
Perishability:
Services
cannot
be seen, tasted,
felt, heard, or
smelled before
purchase.
Services
cannot
be separated from
their providers.
Quality
of services
depends on who
provides them and
when, where, and
how they are
delivered.
Services
cannot be
stored for later sale or
use.
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service quality.
Satisfied and productive service employees.
Great service value.
Satisfied and loyal customers.
Healthy service profits and growth.
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
7 - 26
Services Marketing
External marketing:
Traditional
Internal marketing:
Orienting
Interactive marketing:
Training
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image.
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Brand equity:
Is
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positioning
Brand name selection
Brand sponsorship
Brand development
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
7 - 30
Brand Positioning
attributes
Product benefits
Beliefs and values
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qualities.
It should be easy to pronounce, recognize, and
remember.
It should be distinctive.
It should be extendable.
It should translate easily into foreign languages.
It should be capable of registration and legal
protection.
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Brand Sponsorship
brands
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Brand Development
Line extension:
Extending
Brand extension:
Extending
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Brand Development
Multibranding:
Offers
New brands:
Developed
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Managing Brands
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1.
2.
3.
4.
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