Giáo trình: Marketing Management_ Chapter 07
Tài liệu giáo trình môn Marketing management_ Chapter " Product Decisions", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing...
Product
Decisions
Chapter
7
7-1
Key Learning Points
Elements of brand equity, developing
strong brands, and brand extensions.
Developing and using perceptual maps to
make positioning and repositioning
decisions.
Global and technology-related issues in
positioning and branding.
Product line management.
Issues in packaging and product design.
7-2
Branding
Brands offer or influence:
– Consumer’s expectations of quality
– Risk reduction
– Prestige
Branded products are perceived as
superior to generic equivalents.
Changing the brand name is often a
key strategy for troubled brands.
– Swissair is one example.
7-3
Product & Service
Branding
Decisions
Key Decisions of Brands
Types
Corporate Distinct
Brands Product Brands
Corporate Brand
Parent Brands Extensions
Co-brands
7-4
Product & Service
Decisions of assets
“Brand equity is a set
(and liabilities) linked to a
brand’s name and symbol that
adds to (or subtracts from) the
value provided by a product or
service to a firm or that firm’s
customers.”
- David A. Aaker
7-5
Figure 7-1:
Brand Equity
7-6
Branding
Key Brand Equity Aspects
– Brand loyalty: repeat buying and positive
word of mouth are the strongest measures of a
brand’s value.
– Brand awareness: familiar brands give
consumers confidence.
– Perceived quality: quality associations can be
category-specific or of the general halo type.
– Brand associations: personal, emotional, and
other forms.
– Other brand assets: patents and trademarks.
7-7
Discussion Questions
Think about how perceptions of the Sears,
McDonald’s, Enron, IBM, and Levi-Strauss
brands have changed over time.
1. What factors influence consumers’ perceptions
of brand names?
2. What associations do these brand names
engender?
3. If associations are negative, can the brands
above be “fixed”? If so, what would you do?
7-8
Branding
Building Strong Brands
– Create a brand identity.
• Implement the value proposition.
– Be consistent over time.
• Frequent changes in message strategy will confuse
consumers.
– Track the equity.
• Survey awareness, brand associations, and
perceptions of quality.
– Assign responsibility for brand development
activities.
– Invest in the brands.
7-9
Branding
Brand Extensions
– The vast majority of new products are
brand extensions.
– An established brand name lends
instant credibility and positive
associations to the line extension.
• Not all brand extensions are successful;
unsuccessful line extensions can
potentially harm the incumbent brand.
• Careful consideration of the “fit” of a brand
extension with the parent brand is required.
7 - 10
Product & Service
Branding
Decisions
Brand Extension Considerations
Key Decisions
Transferability of associations
Complementarity of the parent and
brand extension products
Similarity of users
Transferability of the symbol
7 - 11
Branding
Global Marketing
– Two potential meanings:
• Any marketing activities undertaken outside
of a company’s home market.
• Standardization of marketing strategies
used to market a product around the world
(Leavitt).
– Saatchi & Saatchi advertising agency’s rationale
for embracing this version of global marketing is
based on seven consumer-based factors.
7 - 12
Product & Service
Branding
Decisions
Key Decisions Factors Favoring
Consumer
Global Marketing
Consumer Changing role of
convergence women
Demographic Higher living
convergence standards
Decline of the Cultural
nuclear family convergence
Static populations
7 - 13
Branding
Global Marketing
– Criticisms of the Leavitt and S&S
approach to global marketing:
• Concept is counterintuitive to the marketing
or customer orientation, and instead is
more consistent with a product orientation.
• Ignores differences in customer behavior
specific to local markets or different
countries.
7 - 14
Product & Service
Procter & Gamble’s
Decisions
Definition of a Global Brand
“To obtain clear and consistent brand
equity across geographic markets, a
brand should be positioned the same,
have the same formulation, provide
the same benefits, and have a
consistent advertising message.”
- Russell S. Winer
7 - 15
Branding
Global Branding
– Using the same brand name in all
countries may allow a firm to establish
similar equity in a brand worldwide.
– Some brand names can not be used
everywhere.
• Name translations are sometimes
unfavorable.
• Local brands may be powerful competitors.
7 - 16
Product & Service
Branding
Decisions
Key Decisions Valuable Brands
World’s Most
1. Coca-Cola 6. Nokia
2. Microsoft 7. Disney
3. IBM 8. McDonald’s
4. GE 9. Marlboro
5. Intel 10. Mercedes
7 - 17
Branding
Branding for High-Tech Products
– Particularly important for high-tech products in
the maturity or decline stage of the life cycle.
– Difficult due to the number of firms involved
with production, distribution, and support.
– Successful high-tech branding campaigns
deemphasize product features and focus more
on benefits or broader goals.
– Companies that sell components or
ingredients invisible to consumers can also
benefit from branding campaigns.
• Co-branding in high-tech was popularized by Intel.
7 - 18
Branding
Dimensions of brand
Branding Issues personality
– Sincerity: honesty,
Brand Personality wholesomeness
Brand-Person – Excitement: daring,
spirited
Relationships – Competence: reliable,
Retail Branding successful
Issues – Sophistication: upper
class
Building Digital – Ruggedness: tough,
Brands outdoorsy
7 - 19
Branding
People find comfort and
Branding Issues satisfaction in their
relationships with those
Brand Personality brands to which they
Brand-Person are loyal.
Relationships Ethnographic research
and depth interviews
Retail Branding
provide data on the
Issues brand-person
Building Digital relationship that is
Brands useful in creating ads.
7 - 20
