BUS 343 Lecture Notes - Brand Equity, Comparative Advantage, Clorox

30 views2 pages
Published on 20 Nov 2012
By Mark Liangco | BUS 343
Chapter 8 (Week 8 and 9)
Brand Extension
- A new product sold with the same brand name as a strong existing brand.
- Application of stimulus generalization
- Leverage your brand equity
- Extension limited to similar products
o Unless the brand is REALLY strong (ie: GE)
Brand equity
- Value in the brand alone
Changing the logo
- Distancing yourself from the original logo. It minimizes the risk involve as it decreases the damage it can
potentially do to the original brand.
- The value of one increases when you have the other (product)
- The value of having one decreases when you have the other
- Loss of sales of an existing product when a new item in a product line is introduced because customers
switch to the new product.
Customer Alienation:
- Loss of existing customers when a product is modified or repositioned.
To avoid Cannibalization and customer alienation, do the research, estimate the demand, make a decision on the
best evidence available
Branding Strategies:
Co branding
- Using your brand power to get more money!
Family Brand
- A brand that a group of individual products or individual brands share.
National or manufacturer brands
- Brands that the manufacturer of the product owns.
Store or private-level products
- Brands that are owned and sold by a specific retailer or distributor.
- expected nature of competition over time, and
- planning of tactics to manage the product at each stage
- slow growth follows the launch of a new product in the
marketplace & low/no profits
- Nonexistent if this is a really new product
Unlock document

This preview shows half of the first page of the document.
Unlock all 2 pages and 3 million more documents.

Already have an account? Log in

Get OneClass Notes+

Unlimited access to class notes and textbook notes.

YearlyBest Value
75% OFF
$8 USD/m
$30 USD/m
You will be charged $96 USD upfront and auto renewed at the end of each cycle. You may cancel anytime under Payment Settings. For more information, see our Terms and Privacy.
Payments are encrypted using 256-bit SSL. Powered by Stripe.