Chapter 11
Product, Branding, and Package Decisions
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
Complexity and Types of Products
Product Mix and Product Line Decisions
Learning Objectives
LO 11-1 Describe the components of a product.
The product itself is important, but so are its associated services, such as support or financing.
LO 11-2 Identify the types of consumer products.
LO 11-3 Explain the difference between a product mix’s breadth and a product line’s depth.
Breadth, or variety, entails the number of product lines that a company offers. Depth involves the
LO 11-4 Identify the advantages that brands provide firms and consumers.
Brands play important roles in enabling people to make purchase decisions more easily and
LO 11-5 Explain the various components of brand equity.
Brand equity summarizes the value that a brand adds, or subtracts, from the offering’s value. It
encompasses the concept of perceived value, which is a subjective measure that consumers
develop to assess the costs of obtaining the brand.
LO 11-6 Determine the various types of branding strategies used by firms.
Firms use a variety of strategies to manage their brands. First, they decide whether to offer
manufacturer and/or private-label brands. Second, they have a choice of using an overall
marketplace changes, it is often necessary to reposition a brand.
LO 11-7 Distinguish between brand extension and line extension.
Whereas a brand extension uses the same brand name for a new product that gets introduced into
LO 11-8 Indicate the advantages of a product’s packaging and labeling strategy.
Similar to brands, packaging and labels help sell the product and facilitate its use. The primary
package holds the product, and its label provides product information. The secondary package
Extended Chapter Outline With Teaching Tips
I Complexity of Products and Types of Products
A Complexity of Products (PPT slide 11-4)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-6)
1. Explain the three components of a product.
2. What are the four types of consumer products?
II Product Mix And Product Line Decisions (PPT slide 11-7, 8)
A Change Product Mix Breadth (PPT slide 11-9)
1 Increase Breadth
2 Decrease Depth
C Product Line Decisions (PPT slide 11-11)
D Product Line Decisions for Services (PPT slide 11-11)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-12)
1. What is the difference between product mix breadth and product line depth?
Answer: A firm’s product mix breadth (sometimes also referred to as variety) represents
2. Why change product line breadth?
Answer: Firms often add new product categories to capture new or evolving markets,
3. Why change product line depth?
Answer: Firms may add items or SKUs to address changing consumer preferences or
substantial investments have been made to develop and manufacture the products.
and refocus their marketing efforts on more profitable items.
III Branding (PPT slide 11-13, 14)
A Value of Branding for the Customer and the Marketer (PPT slide 11-15)
1 Brands Facilitate Purchasing
6 Brands Impact Market Value
B Brand Equity (PPT slide 11-17)
1 Brand Awareness (PPT slide 11-17)
4 Brand Loyalty (PPT slide 11-20)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-21)
1. How do brands create value for the customer and the firm?
Answer: Branding provides a way for a firm to differentiate its product offerings from
those of its competitors and can be used to represent the name of a firm and its entire
remember.
2. What are the components of brand equity?
Answer: The components of brand equity are brand awareness, perceived value, brand
IV Branding Strategies
A Brand Ownership (PPT slide 11-22)
1 Manufacturer Brands (PPT slide 11-22)
F Brand Licensing (PPT slide 11-29)
G Brand Repositioning (PPT slide 11-30)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 11-31)
1. What are the differences between manufacturer and private-label brands?
Answer: Manufacturer brands, also known as national brands, are owned and managed by
brand is prohibitive.
2. What is co-branding?
Answer: Co-branding is the practice of marketing two or more brands together, on the
it was included on its labels and in its promotions. Co-branding may fail if the brands’
owners cannot resolve financial disputes about revenue or royalty sharing.
What is the difference between brand extension and line extension?
Answer: Whereas a brand extension uses the same brand name for a new product that
3. What is brand repositioning?
Answer: Brand repositioning refers to a strategy in which marketers change a brand’s
V Packaging (PPT slide 11-32)
A Product Labeling (PPT slide 11-33)