Marketing and Brand Quality Brand Essay

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Pages: 5
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Product
Definition
Three levels of product
What does a product provide from core value, actual value, augmented when answer a question
Convenient-frequently
Shopping- TV ( brand in a way)
Specialty- luxury product brand loyalty (brand awareness)
Unsought- maybe once or twice in one’s life (no brand awareness)
Product and service decisions
Individual product and service decisions- product attribute, packaging, labeling
Product line decisions, the theme of the season
Mix decisions. Percentage of producing within the product line
Services are intangibility, inseparability, variability, and perishability
Brand equity: the benefits of customers’ react to the brand name could bring
(Brand positional map)
Brand Equity
Brand name awareness
Brand loyalty
Perceived brand quality
Brand associations- what you think of the brand, not to lead to consumption
(lower evaluate time for customers) benefits for a company of brand: differentiate with other competitive convinien when promoting new product battle of the brands manufacturer brands: every producer has a brand name ( retails store use own brands name) private distributor brands: JB HIFI( Put the product in this brand to borrow their name) generic brands: little brands, unknown decide the placement and price
Selecting a brand name: easy to understand and remember, related to the core value. Can affect the Brand imagine. No negative meaning. consider the meaning in different countries, is there any defensive
Protecting a brand: (TM: trade mark) to register for the brand name
Branding policies:
Individual branding : every line with different name, like different brand under P&G. aim to different target market(perceive value quality) avoid brand image interact, cross reference. Big differentiation between brands.
Family branding: using the same name in different line . umbrella branding sauces in same brand name. build a same image for products. quanmianBrand-extension branding: lego-legoland borrow the old image for new things, transfer the brand image to another.
Co-branding: two brands crossover. Mix image of two brands
Brand licensing: allow someone to borrow the brand name. save marketing promotion cost. But the branches may effect the original brand. Cant control if the branches do something disimage
New product development (
Lifecycle objectives strategies in each step
Introduction-increase awareness of product (customer awareness . link to the customer adoption)
Growth-increase market share
Maturity-max profits
Decline- decrease the cost, expend the market. To give up a product maybe innovation
Sales, 2 cost 3 profit 4 marketing objective 5 marketing strategy
If the question ask you about marketing strategy. Mention the lifecycle
Pricing Chapter9
Price floor= no profits below the level (total cost)
Price ceiling= the highest price the customer could accept(value in customer’s mind)
Pricing strategies
Customer-value base
Cost base (breakeven-in the printed note)
Competition base (see the price in a market)
New-product pricing strategies
Market skimming pricing- high price to enter, avoid loss from start (=value based pricing)
Market penetration- low price to enter and increase the price ( =cost based)
Price adjustment strategies reward to keep the customers myki (concession and full price) pricing policies product line pricing- different price for telling the public the different qualitie .catelobroty optional product pricing- extra servers based on the main product, brings extra profit for the company. Normally low cost and high profit captive product pricing- high price for complement goods by-product pricing : the waste from production could make for another product.
Product bundle pricing
Promotion
Promotion tool
For deliver he massage to their
Mass communication- ads in tv, news in public, .... deliver the message to everyone
Targeted communication- adverting between sport shows ads aimed
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