ARE 3222 Lecture Notes - Lecture 8: Category Management, Brand Management, Brand
29 Jan 2020
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10/24/19
Managing Brands for Competitive Advantage:
● Brands have a powerful influence on consumer behavior
● Brand-name, ter, sign, symbol, design, or combination that identifies the products of one
firm while differentiating them from competitors’ offerings
Brand Loyalty
● Measured in three stages:
○ Brand recognition: consumer awareness and identification of a brand
○ Brand preference: consumer choice of a product on the basis of a previous
experience
○ Brand insistence: consumer refusal of alternatives and extensive search for
desired merchandise
Types of Brands
● Generic products: products characterized by plain labels, no advertising, and the
absence of brand names
● Manufacturer’s brand: brand name owned by a manufacturer or other product
● Private brands: brands offered by wholesalers and retailers
● Captive brands: national brands sold exclusively by a retail chain
● Family:
● Individual:
Brand Equity
● Added value that a respected, well-known brand name gives ot a product in the
marketplace
● Find out the four dimensions**
○ Differentiate??
The rolf of category and brand management
● Brand manager: marketer responsible for a single brand
● Category management: product management system in which a category manager..
Product Identification
● Products identified in the marketplace by brand names, symbols, and distinctive
packaging
● Choosing how to identify a firm’s output represents a major strategic decision for
marketers
Brand names and brand marks
● Brand name: part of a rand that can be spoken
● Brand mark: symbol or pictorial design that distinguishes a product
● Effective brand names are easy to pronounce, recognize, and remember
Labeling
● Label
Document Summary
Brands have a powerful influence on consumer behavior. Brand-name, ter, sign, symbol, design, or combination that identifies the products of one firm while differentiating them from competitors" offerings. Brand recognition: consumer awareness and identification of a brand. Brand preference: consumer choice of a product on the basis of a previous experience. Brand insistence: consumer refusal of alternatives and extensive search for desired merchandise. Generic products: products characterized by plain labels, no advertising, and the absence of brand names. Manufacturer"s brand: brand name owned by a manufacturer or other product. Private brands: brands offered by wholesalers and retailers. Captive brands: national brands sold exclusively by a retail chain. Added value that a respected, well-known brand name gives ot a product in the marketplace. Brand manager: marketer responsible for a single brand. Category management: product management system in which a category manager Products identified in the marketplace by brand names, symbols, and distinctive packaging.
