Product, Services & Brands

Chapter 8
Part 2
Brand name, term, sign, symbol or design, or a
combination of these that identifies the products or
services of one seller or group of sellers and
differentiate them from those of competitors.
Brand represents the consumer’s perceptions
and feelings about a product and its
performance. It is the company’s promise to
deliver a specific set of features, benefits,
services, and experiences consistently to the
buyers.
Branding Strategy: Building Strong Brands
Branding Strategy: Building Strong Brands

Brand Positioning (I phone 13 pro)

Brand strategy
decisions include:
• Product attributes
• Product benefits
• Product beliefs and
values
 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 Sponsorship

Manufacturing Brand
Licensed brand
Private Brands
Co-brand
 Manufacturer’s brand
• Manufacturer’s brand
When manufacturer market goods under its own
name that brand is known as Manufacturer
Brand. Manufacturers opt this branding to attract
existing loyal and satisfied customers by transferring
their loyalty to manufacturer's other products.
Private brand
• Common examples of private brands include:
• Grocery products - canned food, frozen food, rice,
cereal, sodas, etc.
• Generic medicine and health products - pain
relievers, cough syrup, bandages, etc.
• Textiles - towels, washcloths, bed sheets, etc.
• Clothing
Branding Strategy: Building Strong Brands
Brand Development Strategies
Services Marketing
Types of Service Industries
• Service getting the benefit of product on paying rent without getting
ownership.
• Government (HCBF)
• Private not-for-profit organizations
• Business services (superior, Punjab colleges)
Services Marketing
Nature and Characteristics of a Service