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SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS)

MKTG131 – Marketing Management. SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS). A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

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SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS)

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  1. MKTG131 – Marketing Management SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS)

  2. A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. WHAT IS A BRAND?

  3. Identify the maker Simplify product handling Offer legal protection Signify quality Create barriers to market entry Serve as competitive advantage THE ROLES OF A BRAND

  4. “Strong” brands have many competitive advantages: • High consumer awareness • Strong brand loyalty • Helps when introducing new products • Less susceptible to price competition THE “STRONG” BRAND

  5. Brand names URLs Slogans Characters Symbols Logos THE BRANDING ELEMENTS

  6. SAMPLES OF BRAND LOGOS

  7. SAMPLES OF BRAND SLOGANS

  8. Memorable Meaningful “Like-able” Transferable Adaptable Protectable A BRAND ELEMENT SHOULD BE

  9. Product attributes • Least effective • Benefits • Beliefs and values • Taps into emotions THREE LEVELS OF BRAND POSITIONING

  10. Suggest something about the product or its benefits • Are easy to say, recognize and remember • Are distinctive • Are extendable • Translate well into other languages • Can be registered and legally protected CHARACTERISTICS OF A GOOD BRAND NAME

  11. All the activities of designing and producing the container for a product. WHAT IS PACKAGING?

  12. Brand connectivity Consumer attributes Company/brand image Innovation opportunity PACKAGING INFLUENCES

  13. INNOVATIONS IN PACKAGING

  14. Light bulb package of Gloji: The unusual light bulb shaped bottle package for Gloji energy juice drinks is very creative.

  15. Dumbbell Sports Drink Packaging: The Dumbbell Sports Drink designed by Jin Le. Each bottle weights 0.5 kg.

  16. Peared's Designer Fruit Juice Packaging: This uniquely shaped sourced packages is a beautiful concept designed by Conor Hagan.

  17. Fruit Textured Juice Drink Container Designs: Japanese industrial designer Naoto Fukasawa created this series of creative fruit juice packages where the container's texture, skin, and color looks like the fruit they contain.

  18. Coconut Water Packaging: An innovative packaging for Coconut Water from the Dominican Republic.

  19. Coca-Cola Ornaments: Bottles that look like ornaments by Coca-Cola.

  20. Resealable Soda Can: Creative packaging concept that allows for a soda can to be resealed.

  21. Milk Packaging: Creative milk packaging concept designed by Julien De Repentigny and G Lefebvre. "It represents the content of the product in the simplest way."

  22. Wild Bunch & Co Juice: The unique and distinctive bottles with the colorful juice looks beautiful.

  23. Reminders: Reporters for “Pricing Strategy” topics, please prepare for your report next meeting. END OF PRESENTATION

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