Anatomy of A Product and Branding: Sylvia Vondráčková, MBA

ANATOMY OF A PRODUCT
and
BRANDING
Sylvia Vondrkov,
MBA
learning objectives_1
Define and classify products and the
key terms associated with them
Understand the nature, benefits and
implementation of branding
learning objectives_2
Appreciate the functional and
psychological roles of packaging
Understand the broad issues relating
to product design and quality and
their contribution to marketing
Product Defined
Product is a physical good, service,
idea, person, or place that is capable
of offering tangible and intangible
attributes that individuals or
organisations regard as so necessary,
worthwhile or satisfying that they are
prepared to exchange money,
patronage or some other unit of value
to acquire it.
The Anatomy of a Product
Potential product
Augmented
product
Tangible product
Core product
Product-based Classification
Durable
Nondurable
Service
Consumer User-based Classification
Convenience
Shopping
Specialty
What type of product is the

Dualit toaster?
If you want a toaster that oozes class, then treat yourself to a Dualit. Its built to last a lifetime.
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Unsought Goods
B2B User-based Classifications
Capital goods
Supplies
and services
Accessory
goods
Components
and parts
Raw materials
Semi-finished
goods
Understanding the Product Range

Product mix total sum of all
products and variants offered
Product line group of closely related
products
Product item individual products
within lines
Understanding the Product Range

Product line length total number of
items in line
Product line depth number of
different variants within a product line
Product mix width number of lines
offered
Product Mix: GlaxoSmithKline
Source: http://www.gsk.com/products/consumer_healthcare\trademarks.htm, copyright 2005 GlaxoSmithKline.
Branding
Branding seeks to create and
communicate a threedimensional character for a
product that is not easily copied
or damaged by competitors
efforts.
Brand Defined
A brand consists of any name,
design, style, words, or symbols,
singly or in combination, that
distinguish one product from
another in the eyes of the
customer.
Brand Preferences
NOKIA
GOOGLE
COCA-COLA
MACDONALDS
SUNNY D
MANCHESTER UNITED
Which brands are most loved? Most hated?
Rebranding at Cadbury
Cadbury rebranded its range of milk

chocolate bars based on its masterbrand.
The effect creates a visual draw of purple
packaging on store shelves.
Trade Mark
Trades Marks Act of 1994 enables registration
of
Smells
Sounds
Product shapes
Packaging
Brand names
Logos
The Benefits of Branding
The consumer
The manufacturer
Branding
The retailer
Benefits of Branding
for the Consumer
Easier product identification

Communicates features and benefits
Helps product evaluation
Establishes products position
Reduces risk
Creates interest
Benefits of Branding
for the Manufacturer
Helps create loyalty

Defends against competition
Creates differential advantage
Allows premium pricing
Helps targeting/ positioning
Increases power over retailer
Branding example
Brand Asset Defined

A brand asset is a name and/or
symbol used to uniquely identify
the goods and services of a
seller from those of its
competitors, with a view to
obtaining wealth in excess of
that obtainable without a brand.
Types of Brands
Manufacturer brands
Retailer and wholesaler brands
Own-label brands
Selecting a Brand Name

Distinctive
Supportive
Acceptable
Available
The Brand Name Spectrum
Descriptive
Associative
Freestanding
Bitter Lemon
Walkman
Kodak
Dairy Milk
Chocolate
Natrel
Esso
Bold
Pantene
Sensodyne
Mars Bar
Shredded
Wheat
Tescos Value Lines and the

Generic Approach
eg Heinz and the

Monolithic Approach
Compromises
Fixed endorsed
Standard
relationship
between company
name and brand
Ford
Kellogg
Flexible endorsed
Brand is linked to
company name but
has flexibility in
prominence of
company name
Cadbury
Mars Utilizes
Brand Extension
When its hot and you want something sweet, sticky and firm, a MARS ice cream
should hit the spot. MARS is a registered trademark of Masterfoods.
Source: Masterfoods 2006 http://www.mars.co.uk
Packaging Defined
Packaging is any container or
wrapping in which the product is
offered for sale and can consist
of a variety of materials such as
glass, paper, metal or plastic.
Functions of Packaging
Protect product
Keep product ready
for use
Dispense product
Present brand
imagery
Provide information
Make product
attractive
Make product use
convenient
eg McVities Jaffa Cakes
Packaging Issues
Labelling
Warnings
Instructions
Regulated
information
Size
Contact information
Design
Aesthetic appeal
Ergonomic
properties
Functionality
Reliability
Life span
Figure 7.6 Aspects of

Product Quality
Performance
Durability
Quality
Corporate name
and reputation
Reliability
and maintenance
Design
and style
eg Habermans Anyway Cup
Source: Haberman http://www.mandyhaberman.com
7-36
Brassington & Pettitt, Principles of Marketing 4e, Pearson
Education 2006
Key Terms_1
Add-on extras that do not form an integral
part of the product but which might be
used, particularly by retailers, to increase
the product's benefits or attractiveness are
called _____.
Augmented products
_____ is the creation of a three-dimensional
character that helps to differentiate a
product from competitors.
Branding
Key Terms_3
Products that last for many years and are
thus likely to be infrequently purchased
are called _____.
Durable products
_____ are products that can only be used
once or a few times before replacement.
Non-durable products
Key Terms_4
Branding applied to goods that are
produced by a manufacturer on behalf of a
retailer or wholesaler who owns the rights
to the brand is called an _____.
Own-label brand
A_____ refers to what the product could
and should be in the future to maintain its
differentiation.
Potential product
Key Terms_5
_____ are the individual products or brands
that make up a product line.
Product items
The _____ is a group of products, closely
related by production or marketing
considerations, that exists within the
overall product mix.
Product line
Key Terms_6
The total sum of all the product items and
their variants offered by an organisation is
the _____.
Product mix
Goods that are largely or mainly nonphysical in character, such as personal
services, travel and tourism, medical care
or management consultancy are known as
_____.
Service products
Key Terms_7
Consumer goods purchased less
frequently than convenience goods, and
thus requiring some information search
and evaluation are called _____.
Shopping goods
_____ are expensive, infrequently
purchased consumer goods.
Specialty goods
Key Terms_8
A _____ refers to the way in which the
concept of the core product is turned into
something real that the customer can
interact with, including design, quality,
branding, and product features.
Tangible product
Goods that consumers did not even know
they needed are _____.
Unsought goods

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ANATOMY OF A PRODUCT

The Anatomy of a Product

Consumer User-based Classification

What type of product is the

B2B User-based Classifications

Understanding the Product Range

Understanding the Product Range

Product Mix: GlaxoSmithKline

Source: http://www.gsk.com/products/consumer_healthcare\trademarks.htm, copyright 2005 GlaxoSmithKline.

Cadbury rebranded its range of milk

The Benefits of Branding

Easier product identification

Helps create loyalty

Brand Asset Defined

Selecting a Brand Name

The Brand Name Spectrum

Tescos Value Lines and the

eg Heinz and the

eg McVities Jaffa Cakes

Figure 7.6 Aspects of

eg Habermans Anyway Cup

Source: Haberman http://www.mandyhaberman.com

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