“BRAND” OR “PRODUCT”? Anything capable of satisfying a need or a want. A distinguishing...
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![Page 1: “BRAND” OR “PRODUCT”? Anything capable of satisfying a need or a want. A distinguishing symbol, mark, logo, name, word, sentence or a combination of these.](https://reader030.fdocuments.us/reader030/viewer/2022032703/56649d355503460f94a0bfa6/html5/thumbnails/1.jpg)
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“BRAND” OR “PRODUCT”?
• Anything capable of satisfying a need or a want.
• A distinguishing symbol, mark, logo, name, word, sentence or a
combination of these items that companies use to distinguish their product from others in the market.
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• Give three examples of brands you are loyal to.
• What products are there for which you are a brand switcher, i.e. you have no preference for or loyalty to a particular brand?
• What product can you think of for which the name of the brand is totally unimportant?
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“U11: PRODUCTS AND BRANDS”
(MK, p. 60)PARAGRAPH ONE:• HEADING?• DEFINITION of product?• EXAMPLES OF PRODUCTS?• PRODUCT LINE? PRODUCT MIX?• More useful expressions? p_____ l___ c____• EXPLAIN: Companies are... constantly re-
evaluating their product mix.• Why do companies’ product mixes regularly
change?
roduct ycleife
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Životinjsko carstvo
Domaćica
Bajadera, Griotte
Product line examples• __???_______ __???_______ • Bar/Body Wash Chocolate• Deodorant Chocolate pralines• Hair Biscuits and wafers• Lotions Candies• Men+Care Xmas and New• Dermaseries Year range• Expertshave Salted products
Sugarfree productsChildren’s assortmentCooking assortment
VIC
KRAŠDOVE
Family brand or individual brands?
Dorina
Kiki, Bronhi
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Product line examples• __???_______ __???_______ • Bar/Body Wash Chocolate• Deodorant Chocolate pralines• Hair Biscuits and wafers• Lotions Candies• Men+Care Xmas and New• Dermaseries Year range• Expertshave Salted products
Sugarfree productsChildren’s assortmentCooking assortment
Životinjsko carstvo
Domaćica
Bajadera, Griotte
VIC
KRAŠDOVE
Family brand or individual brands?
Dorina
Kiki, Bronhi
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PARAGRAPH TWO
• HEADING?
• DEFINITION?
• OBJECTIVES OF BRANDING?
• HOW IS BRAND RECOGNITION ACHIEVED?
• B2B?
• B2C?
• Other useful expressions?
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Do you recognize them?
1
z w
5
3
9
x
8
6
10
2
y
4
7
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Which brands do you have an emotional attachment to because they represent your
attitudes and feelings?
Feelings? Associations?
Image?
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PARAGRAPH THREE
• HEADING?
• CORPORATE BRAND NAME vs. INDIVIDUAL BRAND NAME – give examples
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• Corporate brand (family brand, umbrella brand): e.g. Philips, Virgin, Yamaha, Apple, IBM, Harley Davidson, Toyota, Honda, Ford...– Whithin the family brand Apple markets computers, phones,
accessories, music players and tablets.
• Individual brand:
e.g. P&G vs. Pringles, Pampers, Gillette & Duracell
e.g. Unilever vs. Knorr, Hellmans, Magnum, Axe, Dove– Company uses a distinctive logo, name and marketing
strategy for each product it sells.
• Private / store brand: (trgovačke robne marke)
e.g. KPlus, Clever, S-Budget, Okusi zavičaja, Balea...
• White label product – What’s the connection with any of the terms above?
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MULTI-BRAND STRATEGY- give examples
Whose brands are these?Juicy Fruit, ________'s Spearmint, 5 gum, Orbit, Airwaves, Hubba-Bubba and Winterfresh®
-give reasons
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MULTI BRAND STRATEGY
Marketing of t___ or more sim_____ and competing products by the sa___ firm under different and unrelated br_____. While these brands eat into each others' sales (cannibalism), m____-brand strategy does have some adv_________ as a means of:
(1)obtaining greater sh___ space and leaving little for comp________' products,
(2)saturating a market by filling all price and quality gaps,
(3) catering to brand-sw______, users who like to experiment with different brands, and
(4) keeping the firm's man_______ on their toes by generating internal com________.
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MULTI-BRAND STRATEGYMarketing of two or more similar and competing products by the same
firm under different and unrelated brands. While these brands eat into each others' sales (cannibalism), multi-brand strategy does have some advantages as a means of:
(1)obtaining greater shelf space and leaving little for competitors' products,
(2)saturating a market by filling all price and quality gaps,
(3) catering to brand-switchers, users who like to experiment with different brands, and
(4) keeping the firm's managers on their toes by generating internal competition. L’OrealGarnierKerastase
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PARAGRAPH FOUR
HEADING?
BEST GLOBAL BRANDS
WORTH OF A BRAND vs. COMPANY’S PHYSICAL ASSETS
EXPLAIN: A company’s market value can be much greater than its book value.
WHY?HW: Comprehension p 61 (answer in writing)
Vocabulary p 61
AppleGoogleCoca-ColaIBMMicrosoftGeneral ElectricSamsungToyotaMcDonald’sMercedes Benz
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Letter of enquiry / inquiry
→ RB, p 100 & 101
→ RB, p 107, exercises 1 – 6 (team work)
→ Exchange RB with colleagues and compare phrases used
TASK: Write a letter of inquiry to Ms Linda Bertich (p 101, bottom). Use phrases provided on p 105 & 106