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...
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Giáo trình: Marketing Management_ Chapter 07 ProductDecisions Chapter 7 7-1 Key Learning PointsElements of brand equity, developingstrong brands, and brand extensions.Developing and using perceptual maps tomake positioning and repositioningdecisions.Global and technology-related issues inpositioning and branding.Product line management.Issues in packaging and product design. 7-2 BrandingBrands offer or influence:– Consumer’s expectations of quality– Risk reduction– PrestigeBranded products are perceived assuperior to generic equivalents.Changing the brand name is often akey strategy for troubled brands.– Swissair is one example. 7-3 Product & Service Branding DecisionsKey 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 abrand’s name and symbol thatadds to (or subtracts from) thevalue provided by a product orservice to a firm or that firm’scustomers.” - David A. Aaker 7-5 Figure 7-1:Brand Equity 7-6 BrandingKey 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 QuestionsThink about how perceptions of the Sears,McDonald’s, Enron, IBM, and Levi-Straussbrands 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 BrandingBuilding 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 BrandingBrand 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 ConsiderationsKey Decisions Transferability of associations Complementarity of the parent and brand extension products Similarity of users Transferability of the symbol 7 - 11 BrandingGlobal 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 DecisionsKey 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 BrandingGlobal 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 ...