Brand

Brand Name
Trademark
Generic Name
Product Line
Product Mix
Individual offering
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Co-Branding
Two companies join to create a new
product carrying both their brands.
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Co-Branding
Examples:
McCains cake and KFC
McDonalds & movie Mulan
Pizza Hut & Pepsi
Cereal box with other thing inside
Pizza Pizza and Blockbuster video rental &
Chocolate bar
Cinelex Odeon and Blockbuster

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Chpt 10 - Product Mgmt
Slide
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings. TEXT
Something used to show customers that
one product is different than the
products of another manufacturer.
WTGR

Brand
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Brand Name
Words, letters, or symbols that make up
a name used to identify and distinguish
the firm’s offerings from those of its
competitors.
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A brand that has been given legal
protection and has been granted solely
to its owner.

Trademark
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Generic Name Brand

Generic Goods
National Brand
Private Brand
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Examples of the 3 differences between a
national brand, a private brand and a
generic brand

• Philadelphia Cream Cheese

• IGA Cream Cheese
• No Name brand cream
cheese
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Chpt 10 - Product Mgmt

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National Brand
products that carry the name of the
manufacturer
ie. Maxwell House coffee
ie. Philadelphia cream cheese
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Chpt 10 - Product Mgmt

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Private Brand
products that carry the name of the seller,
not the manufacturer
ie. MasterChoice coffee
ie. IGA cream cheese
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Chpt 10 - Product Mgmt

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Generic Name Brand

A brand name over which the original
owner has lost exclusive claim because all
offerings in the associated class of products
have become generally known by the
brand name (usually that of the first or
leading brand in that product class). TEXT
• names for product categories
ie. Velcro is the brand -
“hooked fabric fastener” is the generic
name
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? “rollerblades,
Styrofoam”
, Jello, Vaseline, Q-tips, Kleenex
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Chpt 10 - Product Mgmt

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Terms
 • non-branded products that sell at
discount
ie. dish soap, toilet paper, aluminum
foil, etc.

Generic Goods
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Chpt 10 - Product Mgmt

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1. Brand Recognition (also

called Brand Equity)

2. Brand Preference /
Loyalty
3. Insistence
Brand Loyalty Categories
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• Brand Recognition /
Equity
• Brand Preference /
Loyalty
• Brand Insistence
__________________
• Brand Awareness
• Brand Association

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• Brand Recognition / Equity -
awareness, loyalty, quality, emotion
• Brand Preference / Loyalty - the
degree to which customers are
committed to further purchases eg. I
will always buy Reebok (Brand
Insistence)
________________________________
________________
• Brand Awareness -your product is
the first that comes to mind in a
certain product category
eg. Snapple ice tea, jeans-Levi’s,
walkman - SONY
• Brand Association - the link to
favourable images, celebrities,
geographic regions
ie. Red Strip - Jamaica, VW -
Germany, Screech - NFLD
Bailey’s - Eire
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Chpt 10 - Product Mgmt

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• Brand Awareness -your product is
the first that comes to mind in a
certain product category
eg. Snapple ice tea, jeans-Levi’s,
walkman - SONY

Not in the text

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• Brand Association - the link to
favourable images, celebrities,
geographic regions
ie. Red Strip - Jamaica, VW -
Germany, Screech - NFLD
Bailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
 • Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dryfuss - Nice and Easy
• Candice Bergen - Sprint Canada

Not in the text

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Brand Association - the link to
favourable images, celebrities,
geographic regions
• white diamonds - liz taylor
• BMW Z3 - 007
• roots hats - olympics
• fubu - urban trend / hip hop
• right guard - Sir Charles
• Ru Paul - MAC Cosmetics
• Seinfeld - AMEX
Not in the text
• Brand Awareness -your product is
the first that comes to mind in a
certain product category
eg. ice tea = Snapple, running shoes
= Nike
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Most Valuable Global

Brands
Coca Cola $ 36 Billion
Nescafe $ 11 Billion
Kodak $ 10 Billion
Microsoft $ 9.8 Billion
Budweiser $ 9.7 Billion
Kellogg's $ 9.3 Billion
Brands Brand value
Motorola $ 9.2 Billion
Gillette $ 8.2 Billion
Bacardi $ 7.1 Billion
Marlboro $ 33 Billion
Source: Financial World

14-2
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Terms
brand trademark
logo copyright
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Chpt 10 - Product Mgmt

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Terms
trademark
• a brand that has been given
exclusive legal protection -
name and the design
copyright
• music, or words that are
given legal ownership by
the author
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1. Manufacturers’/ National
a) Family
b) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31
Brand Strategy
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