Week 3&4 PRODUCTS, SERVICES, & BRANDING STRATEGY II Flashcards
What are the five individual product decision
- Product Attributes
- Branding
- Packaging
- Labelling
- Product support services
It is the ability of a
product to perform
its functions.
Product Quality
In Product Quality it should have
✓Quality level
✓Product
consistency or
conformance
A competitive
tool for differentiating the
company’s product from
competitors’ products.
Product Features
It is process of designing a
product’s style and
function.
Product Style & Design
The
element of a brand that
can be vocalized.
Brand Name
The
element of a brand that
cannot be vocalized.
Brand Mark
BRAND NAME SELECTION
✓ Suggest something about a
product’s benefits and qualities
✓ Easy to pronounce, recognize, and
remember
✓ Distinctive
✓ Extendable
✓ Can be translated easily
✓ Capable of registration and
legal protection
Types of brand logos
MONOGRAMS (lettermarks)
WORDMARKS (logotypes)
PICTORIAL MARKS
ABSTRACT LOGOMARKS
MASCOTS
COMBINATION MARK
EMBLEM
consists of letters, usually
brand initials
MONOGRAMS (lettermarks)
Font-based logo that focuses
on business name
WORDMARKS (logotypes)
icon or graphic-based logo
PICTORIAL MARKS
abstract geometric form instead
of being a recognizable image
ABSTRACT LOGOMARKS
Logos that involve illustrated
character
MASCOTS
combined wordmark/lettermarks and
a pictorial mark/abstract mark/mascot
COMBINATION MARK
consists of font inside a
symbol or an icon
EMBLEM
It is the value of a brand, based on the extent
to which it has high brand loyalty, name
awareness, perceived quality, strong brand associations and other assets such as patents,
trademarks and channel relations.
Brand Equity
Advantages of Brand Equity
- high consumer awareness and loyalty
- greater ease in launching brand extensions because
of high brand credibility - a good defense against fierce price competition
- belief in being the company’s most enduring asset
It is the main container of
the product
PRIMARY PACKAGE
It supports the primary
container.
SECONDARY PACKAGE
Protects the product during
shipment.
SHIPPING PACKAGE
PURPOSE OF PACKAGING
to protect the product
to enhance the product’s value to the customer
to stimulate sales
FUNCTION OF LABELLING
✓It identifies the product or
brand.
✓It might describe several
things about the product.
✓It might promote the
product through attractive
graphics
It is also part of
packaging and consists
of printed information
appearing on or with the
package.
LABELLING
PURPOSE OF PRODUCT
SUPPORT SERVICES
✓Good customer service is
good for business.
✓Monitor customer
complaints.
✓Set up strong customer
service departments to
truly give excellent service
