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1.1 LEARNING OBJECTIVES
LO 8-1 Recognize the essential elements in a brand.
LO 8-2 Learn the importance of brand equity in product strategy.
LO 8-3 Explain the role of packaging and labeling as critical brand elements.
LO 8-4 Define the responsibility of warranties and service agreements in building consumer
confidence.
1.2 Chapter Outline
I. BRAND: THE FUNDAMENTAL CHARACTER OF A
PRODUCT
Brands play many roles
Customer brand roles
Company Brand Roles
The Boundaries of Branding
II. BRAND EQUITY –OWNING A BRAND
Defining Brand Equity
Benefits of Brand Equity
Perceived Quality
Brand Connections
Brand Loyalty
III. BRANDING DECISIONS
Stand alone or family branding
National or Store Branding
Licensing
Co-Branding
IV. PACKAGING AND LABELING: ESSENTIAL BRAND
ELEMENTS
Package Objectives
Protect
Communicate
Effective Packaging
Aesthetics
Harmonizes with all marketing mix elements
Labeling
Legal requirements
Consumer requirements
Marketing requirements
V. WARRANTIES AND SERVICE AGREEMENTS:
BUILDING CUSTOMER CONFIDENCE
Warranties help define the brand
Cost versus benefit
Conveys a message to the customer
VI. SUMMARY
