PRODUCT and Branding SV

8/19/2019 PRODUCT and Branding SV

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ANATOMY OF A PRODUCT

andBRANDING

Sylvia Vondráčková,MBA


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larnin! o"#$%iv&'(

• D)n and $la&&i*y +rod$%& and %-ky %r.& a&&o$ia%d /i%- %-.

•Undr&%and %- na%r, "n)%& andi.+l.n%a%ion o* "randin!


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larnin! o"#$%iv&'0

• A++r$ia% %- *n$%ional and+&y$-olo!i$al rol& o* +a$ka!in!

•Undr&%and %- "road i&&& rla%in!%o +rod$% d&i!n and 1ali%y and%-ir $on%ri"%ion %o .ark%in!


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Prod$% D)nd

Product i& a +-y&i$al !ood, &rvi$,ida, +r&on, or +la$ %-a% i& $a+a"l

o* o2rin! %an!i"l and in%an!i"la%%ri"%& %-a% individal& oror!ani&a%ion& r!ard a& &o n$&&ary,/or%-/-il or &a%i&*yin! %-a% %-y ar

+r+ard %o 3$-an! .ony,+a%rona! or &o. o%-r ni% o* val%o a$1ir i%4


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T- Ana%o.y o* a Prod$%

Potential product

Augmented

product

Tangible product

Core product


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Con&.r U&r5"a&d Cla&&i)$a%ion

Convenience Shopping Specialty


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6-a% %y+ o* +rod$% i& %-Dali% %oa&%r7

If you want a toater that oo!e cla" then treat yourelf to a Dualit# It$ built to lat a lifetime#

http://www.dualit.com

http://www.dualit.com/http://www.dualit.com/


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Un&o!-% Good&


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Undr&%andin! %- Prod$% Ran!

• Prod$% .i3 8 %o%al &. o* all+rod$%& and varian%& o2rd

• Prod$% lin 8 !ro+ o* $lo&ly rla%d+rod$%&

• Prod$% i%. 8 individal +rod$%&/i%-in lin&


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Undr&%andin! %- Prod$% Ran!

• Prod$% lin ln!%- 8 %o%al n."r o*i%.& in lin

• Prod$% lin d+%- 8 n."r o*di2rn% varian%& /i%-in a +rod$% lin

• Prod$% .i3 /id%- 8 n."r o* lin&o2rd


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Prod$% Mi39 Gla3oS.i%-:lin

Source& http&''www#g(#com'product'conumer)healthcare*trademar(#htm" copyright + ,. /la0oSmith1line#

http://www.gsk.com/products/consumer_healthcare/trademarks.htmhttp://www.gsk.com/http://www.gsk.com/products/consumer_healthcare/trademarks.htm


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Brandin!

Branding &k& %o $ra% and$o..ni$a% a %-r5

di.n&ional $-ara$%r *or a+rod$% %-a% i& no% a&ily $o+id

or da.a!d "y $o.+%i%or&;

2or%&4


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Brand D)nd

A brand $on&i&%& o* any na.,d&i!n, &%yl, /ord&, or &y."ol&,

&in!ly or in $o."ina%ion, %-a%di&%in!i&- on +rod$% *ro.

ano%-r in %- y& o* %-

$&%o.r4


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Brand Pr*rn$&

Which brands are most loved? Most hated?

GOOGLE NOKIA

COCA-COLA

SUNNY DMACDONALD’S

MANCHESTER UNITED


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R"randin! a% Cad"ry

Cadbury rebranded it range of mil(chocolate bar baed on it materbrand#

The effect create a viual draw of purple

pac(aging on tore helve#


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Trad Mark

Trad& Mark& A$% o* (


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T- Bn)%& o* Brandin!

2randing

The conumer

The retailer

The manufacturer


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Bn)%& o* Brandin!*or %- Con&.r

• ?a&ir +rod$% idn%i)$a%ion

• Co..ni$a%& *a%r& and "n)%&

• @l+& +rod$% vala%ion

• ?&%a"li&-& +rod$%;& +o&i%ion

• Rd$& ri&k

• Cra%& in%r&%


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Bn)%& o* Brandin!*or %- Man*a$%rr

• @l+& $ra% loyal%y

• D*nd& a!ain&% $o.+%i%ion

• Cra%& di2rn%ial advan%a!

• Allo/& +r.i. +ri$in!

• @l+& %ar!%in! +o&i%ionin!

• In$ra&& +o/r ovr r%ailr


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Brandin! 3a.+l


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Brand A&&% D)nd

A brand asset i& a na. andor&y."ol &d %o ni1ly idn%i*y

%- !ood& and &rvi$& o* a&llr *ro. %-o& o* i%&

$o.+%i%or&, /i%- a vi/ %o

o"%ainin! /al%- in 3$&& o*%-a% o"%aina"l /i%-o% a "rand4


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Ty+& o* Brand&

• Man*a$%rr "rand&

• R%ailr and /-ol&alr "rand& 3

O/n5la"l "rand&


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Sl$%in! a Brand Na.

Ditinctive

Acceptable

Available

Supportive


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T- Brand Na. S+$%r.

Descriptive Associative Freesta!i"

2itter 4emon

Dairy 5il(

Chocolate

Shredded

6heat

6al(man

Natrel

2old

Senodyne

1oda(

7o

Pantene

5ar 2ar


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T&$o;& Val >in& and %-Gnri$ A++roa$-


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Co.+ro.i&&

Fi3d ndor&d

• S%andardrla%ion&-i+

"%/n $o.+anyna. and "rand 3 Ford

3 :llo!!

Fl3i"l ndor&d

• Brand i& linkd %o$o.+any na. "%

-a& 3i"ili%y in+ro.inn$ o*$o.+any na. 3 Cad"ry


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Mar& U%ili&Brand ?3%n&ion

#$e it’s $ot a! %o& 'at so(et$i" s'eet) stic*% a! +ir() a MARS, ice crea(

s$o&! $it t$e spot. 8 5A%S i a regitered trademar( of 5aterfood#Source& + 5aterfood ,9 http&''www#mar#co#u(

http://www.mars.co.uk/http://www.mars.co.uk/


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Pa$ka!in! D)nd

Packaging i& any $on%ainr or/ra++in! in /-i$- %- +rod$% i&

o2rd *or &al and $an $on&i&%o* a vari%y o* .a%rial& &$- a&!la&&, +a+r, .%al or +la&%i$4


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! M$Vi%i;& a2a Cak&

http://www.jaffacakes.co.uk/


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Pa$ka!in! I&&&

• >a"llin! 3 6arnin!& 3 In&%r$%ion&

3 R!la%din*or.a%ion 3 Si 3 Con%a$% in*or.a%ion

• D&i!n 3 A&%-%i$ a++al 3 ?r!ono.i$

+ro+r%i& 3 Fn$%ionali%y 3 Rlia"ili%y 3 >i* &+an


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Fi!r E4 A&+$%& o*Prod$% ali%y

Performance Durability

Corporate name

and reputation

Deign

and tyle%eliability

and maintenance

:uality


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! @a"r.an;& Any/ay C+

;-


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:y Tr.&'(

• Add5on 3%ra& %-a% do no% *or. an in%!ral+ar% o* %- +rod$% "% /-i$- .i!-% "&d, +ar%i$larly "y r%ailr&, %o in$ra&%- +rod$%H& "n)%& or a%%ra$%ivn&& ar$alld '''''4Augmented products

• ''''' i& %- $ra%ion o* a %-r5di.n&ional$-ara$%r %-a% -l+& %o di2rn%ia% a+rod$% *ro. $o.+%i%or&4Branding


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:y Tr.&'

• Prod$%& %-a% la&% *or .any yar& and ar%-& likly %o " in*r1n%ly +r$-a&dar $alld '''''4

Durable products• ''''' ar +rod$%& %-a% $an only " &d

on$ or a */ %i.& "*or r+la$.n%4

Non-durable products


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:y Tr.&'=

• Brandin! a++lid %o !ood& %-a% ar+rod$d "y a .an*a$%rr on "-al* o* ar%ailr or /-ol&alr /-o o/n& %- ri!-%&

%o %- "rand i& $alld an '''''4Own-label brand

• A''''' r*r& %o /-a% %- +rod$% $oldand &-old " in %- *%r %o .ain%ain i%&

diferentiation.Potential product


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:y Tr.&'J

• ''''' ar %- individal +rod$%& or "rand&%-a% .ak + a +rod$% lin4

Product items

• T- ''''' i& a !ro+ o* +rod$%&, $lo&lyrla%d "y +rod$%ion or .ark%in!$on&idra%ion&, %-a% 3i&%& /i%-in %-ovrall +rod$% .i3.

Product line


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:y Tr.&'

• T- %o%al &. o* all %- product items and%-ir varian%& o2rd "y an or!ani&a%ion i&%- '''''4

Product mix• Good& %-a% ar lar!ly or .ainly non5

+-y&i$al in $-ara$%r, &$- a& +r&onal&rvi$&, %ravl and %ori&., .di$al $ar

or .ana!.n% $on&l%an$y ar kno/n a& '''''4

Service products


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:y Tr.&'E

• Con&.r !ood& +r$-a&d l&&*r1n%ly %-an $onvnin$ !ood&, and%-& r1irin! &o. in*or.a%ion &ar$-

and vala%ion ar $alld '''''4Shopping goods

• ''''' ar 3+n&iv, in*r1n%ly+r$-a&d $on&.r !ood&4

Specialty goods


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PRODUCT and Branding SV