Chapter 31 – Branding, Packaging, and Labeling



____________ - a name, term, design, symbol, or combination of these elements that identifies a business, product, or service, and sets it apart from its competitorsa brand strategy consistently and repeatedly tells customers and prospective customers why they should buy the company's products or servicesBrand Name - word or group of words that __________________________ (Toyota Highlander, Big Mac, Cherry Coca Cola)Trade Name (corporate brand) - identifies and promotes ______________________________ of a particular corporation (Proctor & Gamble, Disney, Nike)Elements of BrandingBrand mark - a ____________________, coloring, lettering used to identify a businessTrade character - brand mark that has ______________________________ (Aflac Duck, Cap'n Crunch, Jolly Green Giant, __________________________)Trademark - brand name, brand mark, trade name, trade character, or combination that is registered with the federal government and ____________________________Importance of Brands in Product PlanningBuild product recognition and ______________________Ensure ____________________________Capitalize on brand exposure (extend product lines)Change company or product _________(Cadillac)Generating Brand NamesCreate _____________________ branding agencies, naming consultants, or public relations firmsComputer _________________________Types of Brands_______________ Brands (Producer brands) - owned by national manufacturers or by companies that provide services (________________, Hershey Foods, Ford, Apple, Nike)generate the ________________of sales for most product categories 65% appliances; 78% food products; 80% gasoline; _____% carsPrivate distributor brands - developed and owned by ____________________________manufacturer's name may not appear on the productexamples: Sears – ____________________________; Wal-Mart - Sam's Choice_________ profitable for retailers_____________ brands - products that do not carry a company identitypriced ___________________ than manufacturer brandsprice 10-15% lower than private distributor brandsBranding Strategies______________________ - branding strategy that uses an existing brand name to promote a new or improved product____________________ of product failure by using an already established brand namerisk of ______________________ brandBrand licensing - legal authorization by a brand owner to allow _____________________ to use its brand, brand mark, or trade character for a _____Mixed Brands - strategy of offering a __________________ of manufacturer, private distributor, and generic brand to consumers Examples:__________________manufacturers its own line of refrigerators and also contracts to make Kenmore for SearsMichelin manufactures its own brand of tires as well as Sears brand of tiresCo-branding - combines one or more brands in the manufacturing of a productExamples: _________________________________________________________capitalize on the popularity of other companies' goods and servicesPackage – the __________________ container or wrapping for a product (estimated 10% of price spent on package, design and development)Functions of Packaging___________________________Communicating Product Identity___________________________Meeting Customer NeedsProtecting ConsumersProtecting the ProductTheft ReductionMixed bundling - packaging two or more different goods or services in ________________ (airfare and lodging package)Price bundling - placing two or more similar products on sale for ____________________ (cheaper than purchased separately)____________________ - packages with preformed plastic molds surrounding individual items arranged on a backingContemporary Packaging IssuesAseptic packaging - uses technology to keep foods fresh _______________________ for long periods_____________________ Packaging - environmentally sensitive designsCause packaging - use of package to promote ____________________________Labeling - an informative tag, wrapper, seal, or imprinted message that is attached to a product or its packageThree types of label - brand label; descriptive label; grade label__________________ - gives the brand name, trademark, or logoDescriptive label - gives information about the product's use, construction, care, performance, and other features (ingredients, date and storage information, proper use and care)_____________________ - states the quality of the productLabeling LawsFair Packaging and Labeling Act of 1966 - established __________________________ requirements (FDA and FTC)Nutrition Labeling and Education Act of 1990 - requires that labels give _______________________ (fat, carbs, protein, sodium, cholesterol, calories)FDA requires health ______________ on alcoholic beverages, cigarette packages, genetically engineered animals (voluntary for genetically altered animals)______________________________ responsible for regulating labeling and monitoring false or misleading advertising1992 - guidelines for _________________________claims on labelsUSDA - responsible for the following______________________________________ - guidelines and penalties for misuse of organic labels (produced without hormones, antibiotics, herbicides, chemicals)______________________________________ - country of origin label be placed on all fruits, vegetables, peanuts, meats, and fish ................
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