Brand And Product Management Flashcards
Define brand
Promise to consumers
Brand incorporates….
Tangible products and services as well as feelings when using offerings
Brand benefits to organizations
Company value (equity) Customer loyalty Barrier to competition High profits Base for brand extensions
Brand benefits to customers
Shows features and benefits
reduces purchasing risk
Simplifies purchasing decisions
Symbolic value
Brand building
Make decisions about
Brand name
Brand develop
Brand position
Family brand
Use of successful brand name
1 fails all suffer
Immediate market
Individual brand
Use of independent brand name
Timely, expensive
New market
Combination brands
Mix of name and sub name
Good brand name
Positive association Easy pronounce and remember Suggest product benefits Be distinctive Use numerals to emphasize technology Do not infringe existing brands
Brand nMe categories
Name-mars Place-Singapore airlines Descriptive-I can’t believe it’s not butter Abstract-Kodak Evocative-egg Brand extensions-dove deodorant Foreign meanings-LEGO
Trademarks
Legal protection through registration
Brand positioning anatomy
Brand heritage Brand domain Brand values Brand assets Brand personality Brand reflection
Boston consulting group - growth share matrix
Dogs
Cash cows
Question marks/problem child
Stars
Dogs
Low market share low market growth
Harvest or niche
Cash cows
High share low growth
Defend
