10-1

Chapter 10

Brands,
Packaging and
Other Product
Features
McGraw-Hill/Irwin
10-2 Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
 Chapter Goals
Nature and importance of brands
Characteristics of a good brand name
Branding strategies of producers and middlemen
Building and using brand equity
Nature and importance of packaging and labeling
Packaging strategies
Marketing implications of product features

McGraw-Hill/Irwin
10-3 Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
 Brands

Brand Words, letters, numbers

Name that can be vocalized

Brand
Mark Symbol, design, color, lettering

Trade
Mark Legal protection of a brand

10-4
 Brands

Reasons for branding

Consumers Sellers

Identity of product Promotion

Consistent quality Recognition
Easier, quicker Reduce price
to shop comparison
Differentiation

10-5
 Brands

Reasons for not branding

No promotion

Do not need consistent quality

Product can not be

physically differentiated

10-6
 Selecting a Brand Name

Easy to
Suggest pronounce
benefits spell
Distinctive
or remember
use

Adaptable Can be
to A registered
product line Good and legally
additions protected
Brand Name

10-7
 Protecting a Brand Name

Product
counterfeiting

Generic usage

10-8
 Producers Branding Strategies

Producers Fabricating
Own Parts
Brands materials

Middlemens
brands

10-9
 Middlemens Branding Strategies

Carry Carry both

Only Producer
Producers And
brands Middlemans
brands

10-10
 Common Strategies to
Producers and Middlemen
Separate Names Multiple-Brand

Branding
Branding
within a Family branding
For
product mix
Market
Saturation

Cobranding
Two or more
Dual branding
Brands on
the same product
10-11
 The Leading Brands

10-12
 Brands

Brand
Trademark Equity
Licensing
Value the brand
Adds to a
Brand product
Licensing

Owner grants permission to other firm to use

the brand name and brand mark on products

10-13
 Packaging

Designing and producing the

container or wrapper for a product

Product
protection
Gain acceptance
from middlemen

Persuade
consumer
to buy
10-14
 Packaging Strategies

Packaging the product line

Multiple packaging

Changing the packaging

10-15
 Criticisms of Packaging

Depletes natural resources

Health hazards

Disposal of used packages

Deceptive

Expensive

10-16
 Labeling

Brand Brand applied

to the product

Descriptive Gives information

Grade Judged quality

10-17
 Labeling

Fair Nutrition
packaging Labeling
And And
labeling Education
act act

10-18
 Product Strategies

Product
Design
Product
Color

Product Quality

10-19
 Key Terms and Concepts
Brand Cobranding
Brand name Brand equity
Brand mark Trademark licensing
Trademark Packaging
Producers brand Family packaging
Middlemens brand Multiple packaging
Product counterfeiting Label
Family branding Brand label
Multiple-brand strategy Descriptive label

McGraw-Hill/Irwin
10-20 Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.