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Topic 4 - Product and Branding Strategy - 1

1. The document discusses branding and product management strategies. It covers topics like brand attributes, positioning, selection, protection, and development. 2. Different types of brands are described including manufacturer brands, private brands, licensed brands, and co-branded brands. 3. The relationship between branding and product decisions on various levels is examined, from individual products to product mixes to product lines. Product classifications like convenience products and industrial products are also mentioned.

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Tue Ngo
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53 views1 page

Topic 4 - Product and Branding Strategy - 1

1. The document discusses branding and product management strategies. It covers topics like brand attributes, positioning, selection, protection, and development. 2. Different types of brands are described including manufacturer brands, private brands, licensed brands, and co-branded brands. 3. The relationship between branding and product decisions on various levels is examined, from individual products to product mixes to product lines. Product classifications like convenience products and industrial products are also mentioned.

Uploaded by

Tue Ngo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Attributes

1. BRAND
Benefits
POSITIONING
Beliefs and values
1. Product attributes Pure tangible goods (Tangible)
... Eg.

2. Branding
... Pure service (Intangible)
*Service" is....
Selection 3. Packaging
2. BRAND NAME 5 characteristics of services:...................
... Eg.
Protection SELECTION

4. Labelling
... Goods & services combination
Manufacturer's brand (national brand) Eg.
... 5. Product support services: 1. A product/Company’s
market offering often includes
...
both tangible goods &
Private brand (store brand) Organisation, persons, places, ideas
services.
... 3. BRAND Eg.
INDIVIDUAL PRODUCT &
SPONSORSHIP SERVICE DECISIONS 2. Product - experiences
Licensing: Eg.
...

PRODUCT MIX PRODUCT PRODUCT LINE 1. Core customer value:........


Co-branding
DECISIONS DECISION DECISIONS Eg.
...

2. Actual product:...............
Eg.

Line extensions:
BRANDING W4. Product & PRODUCT
DEFINITION &
3 LEVELS OF
......................................................................................... STRATEGY PRODUCTS
Eg. Branding Strategy CLASSIFICATIONS
3. Augmented product:...............
Eg.

Brand extensions:
......................................................................................... Industrial
Eg. 4. BRAND Products 1. Convenience products:........
DEVELOPMENT Eg.

1. Product Development Stage 4. Maturity Stage PRODUCT


Multi-brands: CLASSIFICATIONS
......................................................................................... ...................... ......................
Eg.
Consumer 2. Shopping products:..........
Products Eg.

New brands 2. Introduction Stage PRODUCT


......................................................................................... ...................... LIFE CYCLE
Eg.
3. Specialty products:........
Eg.

5. Decline Stage
3. Growth Stage ......................
...................... 4. Unsought products:...........
Eg.

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