Product Management

 Product life cycle management

 Brand equity management

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 The product life cycle curve and strategies

Sales

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 Product LIFE CYCLE EXTENSION
 Rejuvenation
Increasing investment cost by developing new uses,
improvements and strategies to keep consumers
interested in product.
 Adding a Brand name
 Identifying new Users
 Marketing Unused By-Products
 Developing a new Channel of Distribution

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 How Brand
Equity
Generates
Value...

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The Disney
name adds
value to
movies such
as The Lion
King

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Jockey extends
it brand to
include
underwear for
women

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 The Young & Rubicam Brand Asset Valuator
The most ambitious effort to measure brand equity across products, termed the
Brand Asset Valuator, is that of Young and Rubicam, a major global advertising
agency, who measured brand equity for 450 global brands and more than 8,000
local brands in twenty-four countries. Each brand was examined using a thirty-
two item questionnaire that included, in addition to a set of brand personality
scales, four sets of measures:

1. Differentiation - Measures how distinctive the brand is

in the marketplace.
2. Relevance - Measures whether a brand has personal
relevance for the respondent. Is it meaningful
to him/her?
3. Esteem - Measures whether a brand is held in high regard
and considered the best in its class. Closely
related to perceived quality and the extent to which
the brand is growing in popularity.
4. Knowledge - A measure of understanding as to what
a brand stands for.

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 Brand Dynamics...

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 The Young & Rubicam Power Grid
Brand Stature
(Knowledge and Esteem)

Low High

High Dove chocolates Disney

Teddy Grahams Sesame Street
Brand Strength Snapple Doritos
(Differentiation Swatch Sony
and Relevance) Molson Ocean Spray
Low QVC Oldsmobile
TAG Heuer Bayer
Starbucks Wesson
Timberland Ramada

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 Power Grid
for Calvin
Klein...

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 Power Grid
for Disney...

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 Power Grid
for Coke...

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