Many attributes are difficult to assess, so
consumers rely on limited cues

To Assess….consumers use …….……
• • • • • • • Speaker Quality Window Cleaning efficacy Dish soaps power Strength ofCleaners Workmanship of a car Airline Safety Quality • • • • • • • Speaker Size Blueness Amount of Suds Intensity of smell The sound of closing door Cleanliness of the seats Brand Name

What is a »brand »?

• Brand: name, term, sign, symbol, or design intended to identify the
products or services and to differentiate them from the products offered by competitors.

•

Brand: apsychological concept (or set of associations)
on it in ways that make it more valuable and meaningful.

• Brand(ing): The art of taking something common and improving
• « A product is no more than anartifact around which consumers have experiences….Nike could have spent millions preaching the value of encapsulated gas trapped within a thin pliable membrane. Instead it communicated what the productmeant…it transcended the product… »Just Do It » was not about sneakers, it was about values… it tapped into the wide range of emotional rewards that are uniquely relevant to sports and fitness. »

ScottBedbury

What images do these brand names evoke?
Mercedes – Benz:
Harley Davidson:
Apple:
PC jr.:
Smart & Final:
Listerine:
Marlboro:
Calvin Klein:

Name the major brands:Oatmeal:
Dog food:
Beer:
Running Shoes:
Tuna:
Bananas:
Lobsters:
Peaches:

(some of) Procter & Gamble’s products

Mix Width

Detergent Ivory Snow
Tide
Liquid Tide
Joy CheerOxydol
Bold
Gain
Bold II
Dawn
Sunny Delight
Bar Soap Ivory Camay
Lava
Zest
Coast
Oil of Olay Toothpaste Gleem Crest Complete Denquel Crest (with « X ») Fruit Juice Sunny DelightLine
Length

Safeguard

4 types of new products

Product Category Old Old Brand Name New
line extension

New
brand extension

subbrand

new brands

price/quality line extensions…