product strategy

SPECIALTY

Marriott brands: example

CONVENIENCE

UNSHOUGHT

SHOPPING

type of products: consumers

BREATH: number of product lines in a product mix

DEPTH: number. of categories within a product line

may be too costly to maintain

may cannibalize brands

URLs

Brand name

Logo and symbols

Characters

Slogans

Jingles / sounds

- facilitate purchase

- establish loyalty

- protect from competition

-affect market value

Brand awareness:

the easier the decision-making process is for consumers

Perceived value:

the relationship between the product benefits and its costs

Brand associations:

the mental and emotional links they made to the product

Brand loyalty:

important source of value the firms

Brand strategies:

how to name the product, purpose, used in different markets?

Manufacturer or national brands:

coca-cola, nike

Retailer / store brands: costco

Brand dilution:

evaluate the product, evaluate consumer, brand extension?

co-branding:

marketing two or more products together

BRANDING