Professional Documents
Culture Documents
Basic Marketing Chapter 10
Basic Marketing Chapter 10
Basic Marketing Chapter 10
Toyota, Honda
• Secondary Container
• Shipping Package
• Packaging can make Difference
• Packaging sends a message
• Universal product codes speed handling
• Labels identify the product or brand, describe
attributes, and provide promotion
LABEL CAN INCLUDE
…
• Care and use of the product
• Recipes or suggestions
• Ingredients or nutritional information
• Product guarantees
• Manufacturer name and address
• Weight statements
• Sell by date and expiration dates
• Warnings
Care and use of the product
Recipes or
suggestions
Ingredients or nutritional
information
Product
guarantees
Manufacturer name and
address
Weight statements
Sell by date and expiration dates
Warnings
I
f
t
Product and Service Decisions
Individual Product and Service Decisions
Depth
Product and Service Decisions
• Position brands at
any of three levels:
– Product attributes
• Least desirable;
easily copied.
– Product benefits
– Beliefs and values
• Hits consumers
on a deeper
level, touching
universal
emotions.
Branding Strategy: Building Strong Brands
Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and remember
3. Distinctive
4. Extendable
5. Translatable for the global economy
6. Capable of registration and legal protection
Branding Strategy: Building Strong Brands
Brand Development Strategies