“BRAND” OR “PRODUCT”? Anything capable of satisfying a need or a want. A distinguishing...

“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.

• 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?

“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

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

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

PARAGRAPH TWO

• HEADING?

• DEFINITION?

• OBJECTIVES OF BRANDING?

• HOW IS BRAND RECOGNITION ACHIEVED?

• B2B?

• B2C?

• Other useful expressions?

Do you recognize them?

1

z w

5

3

9

x

8

6

10

2

y

4

7

Which brands do you have an emotional attachment to because they represent your

attitudes and feelings?

Feelings? Associations?

Image?

PARAGRAPH THREE

• HEADING?

• CORPORATE BRAND NAME vs. INDIVIDUAL BRAND NAME – give examples

• 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?

MULTI-BRAND STRATEGY- give examples

Whose brands are these?Juicy Fruit, ________'s Spearmint, 5 gum, Orbit, Airwaves, Hubba-Bubba and Winterfresh®

-give reasons

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________.

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

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

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