Chapter 11 – Product, Branding, and Package Decisions Marketing 6th
Chapter 11
Product, Branding, and Package Decisions
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
Complexity and Types of Products
Product Mix and Product Line Decisions
Branding
Branding Strategies
Packaging
End of Chapter Learning Aids
Chapter Case Study: From the Counterculture to the Runway: How Did Birkenstocks Become
Fashionable?
Learning Objectives
LO11-1 Describe the components of a product.
The product itself is important, but so are its associated services, such as support or financing. Other
LO11-2 Identify the types of consumer products.
LO11-3 Explain the difference between a product mix’s breadth and a product line’s depth.
LO11-4 Identify the advantages that brands provide firms and consumers.
Brands play important roles in enabling people to make purchase decisions more easily and encouraging
LO11-5 Explain the various components of brand equity.
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Chapter 11 – Product, Branding, and Package Decisions Marketing 6th
Brand equity summarizes the value that a brand adds or subtracts from the offering’s value. It comprises
brand awareness, or how many consumers in the market are familiar with the brand; brand associations,
LO11-6 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
LO11-7 Distinguish between brand extension and line extension.
LO11-8 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
Extended Chapter Outline with Teaching Tips
I Complexity and Types of Products
A Complexity of Products
B Types of Products
1. Specialty Products/Services
2. Shopping Products/Services
3. Convenience Products/Services
4. Unsought Products/Services
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Explain the three components of a product.
2. What are the four types of consumer products?
II Product Mix and Product Line Decisions
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Chapter 11 – Product, Branding, and Package Decisions Marketing 6th
1 Increase Depth
2 Decrease Depth
3 Decrease Breadth
4 Increase Breadth
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
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 a count of
2. Why change product mix breadth?
3. Why change product line depth?
Answer: Firms may add items to address changing consumer preferences or to preempt
III Branding
A Value of Branding for the Customer
1 Brands Facilitate Purchases
2 Brands Establish Loyalty
3 Brands Protect from Competition and Price Competition
4 Brands Are Assets
5 Brands Affect Market Value
B Brand Equity for the Owner
1 Brand Awareness
2 Perceived Value
3 Brand Associations
4 Brand Loyalty
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. How do brands create value for the customer and the firm?
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Chapter 11 – Product, Branding, and Package Decisions Marketing 6th
2. What are the components of brand equity?
IV Branding Strategies
A Brand Ownership
1 Manufacturer Brands
2 Retailer/Store Brands
B Naming Brands and Product Lines
1 Family Brands
2 Individual Brands
C Brand and Line Extension
D Co-Branding
E Brand Licensing
F Brand Repositioning
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the differences between manufacturer and private-label brands?
Answer: Manufacturer brands, also known as national brands, are owned and managed by the
2. What is co-branding?
Answer: Co-branding is the practice of marketing two or more brands together on the same
package, promotion, or store. Co-branding can enhance consumers’ perceptions of product
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Chapter 11 – Product, Branding, and Package Decisions Marketing 6th
3. What is the difference between brand extension and line extension?
4. What is brand repositioning?
V Packaging
A Product Labeling
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Why do firms change packaging?
2. What objectives do product labels fulfill?
Answer: Labels on products and packages provide information the consumer needs for his or her
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