ch10productandbranddecisions(全球營銷,沃倫183j183-全文預(yù)覽
【正文】 /20/2023 24 169。 2023 Prentice Hall3/20/2023 20 Labeling Provides consumers with various types of information Regulations differ by country regarding various products – Health warnings on tobacco products – American Automobile Labeling Act clarifies the country of origin, and final assembly point – European Union requires labels on all food products that include ingredients from geically modified crops 169。 2023 Prentice Hall3/20/2023 16 Global Brand Development Develop a consistent planning process Assign specific responsibility for managing branding issues Execute brandbuilding strategies Harmonize, unravel confusion, and eliminate plexity 169。 2023 Prentice Hall3/20/2023 12 Branding Strategies Brand acts as an umbrella for new products – Example: The Virgin Group ? Virgin Entertainment: Virgin Megastores and MGM Cinemas ? Virgin Trading: Virgin Cola and Virgin Vodka ? Virgin Radio ? Virgin Media Group: Virgin Publishing, Virgin Television, Virgin Net ? Virgin Hotels ? Virgin Travel Group: Virgin Atlantic Airways, Virgin Holidays 169。 2023 Prentice Hall3/20/2023 8 International Products and Brands Offered in several markets in a particular region – ‘Eurobrands’ 169。 2023 Prentice Hall3/20/2023 4 Brands 169。Chapter 10 Product and Brand Decisions Power Point by Kristopher Blanchard North Central University 169。 2023 Prentice Hall3/20/2023 3 Brands Bundle of images and experiences in the customer’s mind A promise made by a particular pany about a particular product A quality certification Differentiation between peting products The sum of impressions about a brand is the Brand Image 169。 2023 Prentice Hall3/20/2023 7 Local Products and Brands Brands that have achieved success in a single national market Represent the lifeblood of domestic panies Entrenched local products/brands can be a significant petitive hurdle to global panies 169。 2023 Prentice Hall3/20/2023 11 Branding Strategies Combination or tiered branding: allows marketers to leverage a pany’s reputation while developing a distinctive identity for a line of produ
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