-History:Building brand from beginning

-Same logo for over 100 years

-Red labels and bottle shape

-Brand name, brand logo, trademark, bottle design, legally protected marks, brand feeling, trade secret

-Brand storytelling: brand communication

-Viral marketing: Happiness project worldwide

-Interbrands top brand for 2012 (13 years in a row)

-London 2012 

-Everything favorable/unfavorable a person receives in exchange

-Can be: tangible good, service, idea

*Product is the starting point of the marketing mix*

-Breath: represents a count of the number of product lines offered by the firm

-Depth: equals the number of products within a product line. 

-Increase breadth: firms often add new product lines to capture new or evolving markets and increase sales

-True religion brand jeans now are lifestyle brand with apparel, belts, swimwear, and fragrences

-Decrease breadth:sometimes it is necessary to delete entire product lines to address changing market conditions or meet internal strategic priorities

-Due to competitive changes, TCBY got rid of coffee line and just focused on yogurt.

Increase depth: Firms might add items to address changing consumer preferences or preempt competitors while boosting sales. Baid-Aid originally had a one size fits all product. Today it has more than 40 products that help to heal cuts and scrapes. Band-Aid is constantly increasing its depth by introducing new products that solve every possible wound or blister problem. 

Decrease depth: Necessary to delete products within a product line to realign the firm's resources. Firms must often prune their product lines to eliminate unprofitable or low margin items and refocus their marketing efforts on their more profitable items. McCormick spices eliminates dozens of products each year 

Quality-changing products dependability durability

Functional 

Style

Planned Obsolescence 

"A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price"

"A product with a personality"

Marketing communications in any form has an impact on customers' perception 

Benefits of Branding

For CUSTOMERS a brand offers:

1. A desired level of quality. Consistently 

2. Psychological rewards from ownership 

3. A means of distinguishing one brand from another the brand image helps create loyalty. 

For the COMPANY branding offers:

1. A means of communicating features and benefits 

2. An opportunity to create and sustain an image

3. Customer satisfaction and repeat purchase opportunity. 

The degree of consumer attachment to a brand.

Recognition-> awareness of name, benefit, and package

Preference-> is useful, consumer will buy if available, evoked set

Insistence-> Will search for, must have. 

-The set of assests and liabilities linked to a brand that add or subtract from the value provided by the product or service.

The value of a brand in its holistic sense to its owners a a corporate asset. Brands have values.

Equity is derived from:

-Effective marketing strategies

-A brand's status in the marketplace

-A brand's position among customers 

Brand name

Logos+ symbols

URL/domain name

Characters 

Slogans 

Jingle/sounds 

-Spoken component of branding

-Can describe the product or service or characteristics or can be derived from contemporary language 

Characters

Who are the most loved characters?

brand symbols that can be human, animals, or animated.

-M+M characters 

-Brand awareness: call a tissue a Kleenex

-Perceived value: how much more are consumers willing to pay

-Brand association: volvo=safe prius=green 

-Brand personality: Ronald McDonald

-Brand Loyalty: Less price sensitive, marketing cost of reaching loyal customers is lower,praise the brand/ service to others, insulates a firm from competition 

1. protect the product

2. market the product

3. provide convenience to distributors and consumers 

-Primary packaging:one consumer uses (toothpast tube)

-Secondary package: wrapper or exterior carton (box toothpaste comes in)