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Chapter 9

BU354 Chapter Notes - Chapter 9: Brand Licensing, Conagra Brands, Brand Equity


Department
Business
Course Code
BU354
Professor
Chet Robie
Chapter
9

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BU352
CHAPTER 9- PRODUCT, BRANDING, AND PACKAGING DECISIONS
COMPLEXITY OF PRODUCTS AND TYPES OF PRODUCTS
Complexity of Products
Core customer value: 


Associated services: 

Types of Products


Consumer products: 
 

!"
 
#
# 
$
"
%&
' 

(&
Specialty goods/services: 
!"

Shopping goods/services:

Convenience goods/services:
"
PRODUCT MIX AND PRODUCT LINE DECISIONS
Product mix: "
Product lines: 

Product category: 

Brands: 
)
Product mix breadth: "
Product line depth: 
Stock keeping units (SKUs): *

!
)
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Change Product Mix Breadth
Increase Breadth
$

Decrease Breadth
,

Change Product Line Depth
Increase Depth
$

Decrease Depth
,
Change Number of SKUs
#-'!

BRANDING
.
/""

!
Value of Branding
Brands Facilitate Purchasing
/0
&&

Brands Establish Loyalty
#
Brands Protect from Competition and Price Competition




Brands Reduce Marketing Costs
%

Brands are Assets
.
&
Brands Impact Market Value
1)

!+2
2
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