课件：keeganroducandBrandDecisionsGlobalMarkeingKeeganandGreen.ppt

Keegan and Green, Chapter 11 可编辑 可编辑 Product and Brand Decisions Chapter 11 Global Marketing Keegan and Green, Chapter 11 * Product Concepts A product is a good, service, or idea Tangible Attributes Intangible Attributes Product classification Consumer goods Industrial goods Keegan and Green, Chapter 11 * Consumer Goods Classification Buyer orientation Amount of effort expended on purchase Level of risk Level of involvement Product life span Keegan and Green, Chapter 11 * Buyer Orientation Based Product Classification Convenience Preference Shopping Specialty Keegan and Green, Chapter 11 * Life Span Based Product Classification Durable Non-Durable Disposable Keegan and Green, Chapter 11 * Brands Bundle of images and experiences in the customer’s mind A promise made by a particular company about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the Brand Image Keegan and Green, Chapter 11 * Brand Equity The added value that accrues to a product as a result of investments in the marketing of the brand An asset that represents the value created by the relationship between the brand and customer over time Keegan and Green, Chapter 11 * Global Products and Brands Global products meet the wants and needs of a global market and is offered in all world regions Global brands have the same name and similar image and positioning throughout the world Keegan and Green, Chapter 11 * Branding Combination or tiered branding: allows marketers to leverage a company’s reputation while developing a distinctive identity for a line of products Sony Walkman Co-branding features two or more company or product brands Nutrasweet and Coca-Cola Intel Inside Keegan and Green, Chapter 11 * Brand Extensions Brand acts as an umbrella for new products Example: The Virgin Group Virgin Entertainment: Virgin Megastores and MGM Cinemas Virgin Trading: Virgin Cola and Virgin Vodka Virgin Radio Virgin Media Group: Virgin Pub