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Chapter 10

Chapter 10 marketing.doc

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Department
Administrative Studies
Course
ADMS 2200
Professor
All Professors
Semester
Fall

Description
Chapter 10 CHAPTER OBJECTIVES1 Determine how to define a brand and identify the different types of brands A brand is a name term sign symbol design or some combination that identifies the products of one firm while differentiating these products from competitors offeringsBrand recognition is the consumers awareness and identification of a brand assisted through marketing tactics such as demos commercials etcBrand insistencethe ultimate stage in brand loyalty leads consumers to refuse alternatives and to search extensively for the desired merchandiseBrand types classified as private manufacturers or national family and individual brandsA manufacturers brandrefers to a brand name owned by a manufacturer or other producer Wellknown manufacturers brands include HewlettPackard Sony PepsiCola Dell and HeinzThe brands offered by wholesalers and retailers are usually called private brands captive brandsare national brands that are sold exclusively by a retail chain One of Canadian Tires captive brands is the Debbie Travis line of home decor productsfamily brandis a single brand name that identifies several related products For example KitchenAid markets a complete line of appliances under the KitchenAid name and Johnson and Johnson offers a line of baby powder lotions plastic pants and baby shampoo under its nameindividual brandwhich uniquely identifies the item itself rather than promoting it under the name of the company or under an umbrella name covering similar items Unilever for example markets Knorr Bertolli Lipton and SlimFast food products Ponds and Sunsilk beauty products and Lifebuoy and Dove soaps2 Explain the strategic value of brand equity and the benefits of category and brand management Brand equityrefers to the added value that a certain brand name gives to a product in the marketplace Brands with high equity confer financial advantages on a firm because they often command comparatively large market shares and consumers may pay little attention to differences in pricesmajor consumer goods companies have adopted a strategy called category managementIn this strategy a manufacturers category manager maximizes sales for
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