营销管理ch13-品牌及包装.ppt

13 Branding and Packaging Objectives To explain the value of branding To understand brand loyalty To analyze the major components of brand equity To recognize the types of brands and their benefits To understand how to select and protect brands To examine three types of branding policies Objectives (cont’d) To understand co-branding and brand licensing To describe the major packaging functions and design considerations and how packaging is used in marketing strategies To examine the functions of labeling and describe some legal issues pertaining to labeling Chapter Outline Branding Packaging Labeling Branding: Key Terms Brand An identifying name, term, design, or symbol One item, family of items, or all items of a seller Corvette, Chevrolet, General Motors Brand Name The part of a brand that can be spoken Words, letters, numbers Union 76, NBA, 49’ers Brand Mark The part of a brand not made up of words Symbols or designs Nike swoosh, Mercedes star, McDonald’s arches Branding: Key Terms (cont’d) Trademark A legal designation of exclusive use of a brand Coca-Cola?, Hewlett-Packard? Trade Name Full legal name of an organization American Telephone and Telegraph Corporation (ATT) Value of Branding For Consumers Helps speed consumer purchases by identifying specific preferred products Provides a form of self-expression and status Evaluates product quality to reduce the risk of purchase Value of Branding (cont’d) For Marketers Identifies and differentiates a firm’s products from competing products Helps in the introduction of new products Facilitates the promotion of all same-brand products Fosters the development of brand loyalty Can create valuable intangible assets Brand Loyalty: Key Terms Brand Loyalty A customer’s favorable attitude toward a specific brand Brand Recognition A customer’s awareness that a brand exists and is an alternative purchase Brand Loyalty: Key Terms (cont’d) Brand Preference The degree of brand loyalty in which a customer prefers one brand ove