topic 12 developing and managing brand and product categories

29
7/27/2019 Topic 12 Developing and Managing Brand and Product Categories http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 1/29

Upload: medelrosario

Post on 02-Apr-2018

220 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 1/29

Page 2: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 2/29

O_LKC  Wb try orlkcs webk hrnbkcs rba`mmbkc tebm* webk w

abrtlnk nmlgbs wnte tebm* `r obalusb wb rbmbmobr te  Klmb* tbrm* sngk* symo`j* cbsngk* `r s`mb

a`monkltn`k telt ncbktnbs teb pr`cuats `h `kb rm w

cn brbktnltnkg tebm hr`m teb a`mpbtntn`k+

  Orlkcs elvb l p`wbrhuj nkubkab `k a`ksumbr obelvn`  Ounjcnkg l orlkc ns a`stjy4 l altbg`ry mlklgbr ns `htbk

h`r lk bktnrb pr`cuat jnkb* kurturnkg kbw lkc bxnstnkg o

Page 3: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 3/29

O_LKC cn brbktnltbs hr`m a`mpbtntn k

Page 4: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 4/29

O_LKC sbt`hlssbtsteltlccsvljubt`tebpr`c

Page 5: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 5/29

O_LKC lpr`mnsb/pjbcgb`hsl3shla3`klkcqu

Page 6: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 6/29

O_LKC la`rkbr`haust`mbr„smnkc 

Page 7: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 7/29

O_LKC J@^LJS^  Wbnget `h aust`mbr hlmnjnlrnty lkc laabptlkab

  Mblsurbc nk terbb stlgbs6

  Orlkc rba`gkntn`k

  H`r kbw pr`cuats

  A`ksumbr lwlrbkbss lkc ncbktnaltn`k `h

  Lcvbrtnsnkg* hrbb slmpjbs* cnsa`ukts

  Hr`m ukdk`wk t` dk`wk

Page 8: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 8/29

O_LKC J@^LJS^  Mblsurbc nk terbb stlgbs6

  Orlkc prbhbrbkab A`ksumbr rbjnlkab `k prbvnbxpbrnbkabs wnte l pr`cuat t` ae``sb telt pr`c

  Orlkc nksnstbkab A`ksumbr rbhuslj `h ljtbrklt

bxtbksnvb sblrae h`r cbsnrbc mbraelkcnsb+

  M`k`p`jy

  Qpbanljty lkc juxury pr`cuats

Page 9: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 9/29

S^YBQ @H O_LKCQ  Gbkbrna pr`cuats Yr`cuats aelrlatbrnzbc oy pjlnk

lcvbrtnsnkg* lkc teb losbkab `h orlkc klmbs+  Mlrdbt selrb nkarblsbs nk ba`k`mna c`wkturk

Mlkuhlaturbr„s Orlkcs vbrsus Yrnvltb Orlkcs

  Mlkuhlaturbr„s/Kltn`klj orlkc Orlkc klmb `wkmlkuhlaturbr `r `tebr pr`cuabr+

  Yrnvltb orlkcs –orlkcs ` brbc oy we`jbsljbrs l

Page 10: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 10/29

S^YBQ @H O_LKCQAlptnvb Orlkcs

  Kltn`klj orlkcs s`jcbxajusnvbjy oy l rbtlnjaelnk+

Page 11: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 11/29

S^YBQ @H O_LKCQHlmnjy lkc Nkcnvnculj Orlkcs

  Hlmnjy orlkc Qnkgjb orlkc klmb

telt ncbktnbs sbvbrlj rbjltbcpr`cuats+

 

Bfi

anbkay nk pr`m`tn`k  Qnmnjlr quljnty

  Nkcnvnculj orlkc uknqubjyncbktnbs teb ntbm ntsbjh+

  M`rb bxpbksnvb t` mlrdbt*

out b batnvb sbgmbktltn`k

Page 12: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 12/29

O_LKC B\RNS^  vljub telt l rbspbatbc* wbjj-dk`wk orlkc klmb gnvbs t`

nk teb mlrdbtpjlab+

  Qtr`kg orlkc bqunty

  Nkarblsbs jndbjne``c aust`mbrs wnjj rba`gknzb rm„s ppr`cuat jnkb+

 

Alk a`ktrnoutb t` ouybrs„ pbrabptn`ks `h pr`cuat qu  Alk rbnkh`rab aust`mbr j`yljty lkc rbpblt puraelsbs

  Hlanjntltbs bxplksn`k nkt` nktbrkltn`klj mlrdbts+

Page 13: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 13/29

O_LKC B\RNS^  3 cnmbksn`ks `h orlkc pbrs`kljnty

  Cn brbktnltn`k–l orlkc„s lonjnty t` stlkc lplrt hr`m

  _bjbvlkab–l rblj lkc pbrabnvbc lppr`prnltbkbss `h tl ong a`ksumbr mlrdbt

  Bstbbm–l a`monkltn`k `h pbrabnvbc quljnty lkc a`k

pbrabptn`ks lo`ut teb gr`wnkg `r cbajnknkg p`pujlrnt

  Dk`wjbcgb–teb bxtbkt `h aust`mbrs„ lwlrbkbss `h tlkc ukcbrstlkcnkg `h teb g``c `r sbrvnab 

Page 14: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 14/29

ALSBG@_ LKC O_LKC

MLKLGBMBKS  Altbg`ry mlklgbmbkt Yr`cuat mlklgbmbkt systbm

nk wenae l altbg`ry mlklgbr–wnte pr`t lkc j`ss

rbsp`ksnonjnty–`vbrsbbs l pr`cuat jnkb+

  Ebjp rbtlnjbr„s altbg`ry ouybr mlxnmnzb sljbs h`r tebwe`jb altbg`ry* k`t fust plrtnaujlr mlkuhlaturbr„s p

  Ljs` ncbktnhy `pp`rtukntnbs h`r gr`wte* sbt pbrh`rmltlrgbts* lkc arbltb mlrdbtnkg strltbgy+

Page 15: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 15/29

Y_@CRAS NCBKSNHNALSN@K  Yr`cuats ncbktnbc nk teb mlrdbtpjlab oy orlkc klm

symo`js* lkc cnstnkatnvb pladlgnkg+  Ae`nabs lo`ut e`w t` ncbktnhy pr`cuats lrb l mlf`r

cbansn`k+

O_LKC KLMBQ LKC O_LKC ML_DQ

  Orlkc klmb  Ylrt `h l orlkc a`ksnstnkg `h w`rcs

telt h`rm l klmb telt ncbktnbs lkc cnstnkgunseb` brnkgs hr`m te`sb `h nts a`mpbtnt`rs+

Page 16: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 16/29

O_LKC KLMB LKC ML_D  Orlkc mlrd–symo`j `r pnat`rnlj cbsngk telt cnstnkg

pr`cuat+

  B batnvb orlkc klmbs lrb blsy t` pr`k`ukab* rb

lkc rbmbmobr+

  Qe`ujc gnvb ouybrs a`rrbat a`kk`tltn`k `h pr`cu

lkc quljnhy h`r jbglj pr`tbatn`k+

  Orlkc klmb j`sbs pr`tbatn`k webk ajlss `h pr`c

gbkbrljjy a`mbs t` ob dk`wk oy telt klmb+ Bxlm

nkajucb kyj`k* dbr`sbkb* lkc znppbr+

Page 17: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 17/29

S_LCBML_DQ  Orlkc h`r wenae teb `wkbr ajlnms bxajusnvb jbglj pr`

  Yr`tbatnkg Srlcbmlrds - Gnvbs rm bxajusnvb jbglj rn

orlkc klmb* orlkc mlrd* lkc lky sj`glk klmb `r pklmb lpprbanltn`k

   Srlcb Crbss - Xnsulj aubs nk orlkcnkg telt arbltb lk `

  Bxlmpjbs6 MaC`kljc„s g`jcbk lraebs* Mbrrnjj Jyk

Page 18: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 18/29

GJ@OLJ A@KQNCB_LSN@KQ  Lk bxabjjbkt klmb `r symo`j nk `kb a`uktry

p``r ae`nab nk lk`tebr+

  Q`mb s`ukcs lrb a`mm`k t` m`st jlkgulgb`* d * lkc se`rt l* s` klmbs suae ls A`al-A`jl

 Sbxla` tbkc t` w`rd wbjj w`rjcwncb+

Page 19: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 19/29

GJ@OLJ A@KQNCB_LSN@KQ  Lk bxabjjbkt klmb `r symo`j nk `kb a`uktry

p``r ae`nab nk lk`tebr+

  Q`mb s`ukcs lrb a`mm`k t` m`st jlkgulgb`* d * lkc se`rt l* s` klmbs suae ls A`al-A`jl

 Sbxla` tbkc t` w`rd wbjj w`rjcwncb+

O cn S n n A A j

Page 20: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 20/29

OrlkcnkgSrnvnl`kA`alA`jlOrlkc Klmnkg6 Bvbk A`db Alk Gbt

§  Webk A`db jlukaebc nk Aenkl teby

wlktbc t` rbtlnk teb 'A`al-A`jl' klhnrst lttbmpt nk Aenkbsb wls 'Db-d`wenae elc teb obkbhnt `h s`ukcnkg sukh`rtukltbjy mblkt /ontb teb wlx tl/hbmljb e`rsb stuhhbc wnte wlx/ c`k teb cnljbat+

§  A`db's sba`kc orlkc klmnkg lttbmm`rb bhhbatnvb* usnkg l cnhhbrbkt sbt aelrlatbrs t` prbsbkt wenae alk ob trlksjltbc ls /d`-d`u-d`-jb*/ /elppteb m`ute+” 

M O cn Oj

Page 21: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 21/29

M`rbOrlkcnkgOj``pbrs…F

•  Nk Slnwlk* teb trlksjltn`k `h teb Ybpsnsj`glk /A`mb ljnvb wnte teb YbpsnGbkbrltn`k/ almb `ut ls /Ybpsn wnjjornkg y`ur lkabst`rs olad hr`m tebcblc+‚

•   Ljs` nk Aenkbsb* teb Dbktuady HrnbcAenadbk sj`glk /hnkgbr-jnadnk' g``c/almb `ut ls /blt y`ur hnkgbrs `hh+/ 

•  Webk Gbkbrlj M`t`rs nktr`cuabc tebAebvy K`vl nk Q`ute Lmbrnal* nt wlslpplrbktjy uklwlrb telt /k`vl” mblks‚nt w`k„t g`”

YLADLGNKG

Page 22: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 22/29

YLADLGNKG  Alk p`wbrhujjy nkubkab ouybrs„ cbansn`ks+

Yr`tbatn`k hr`mClmlgb lkc Qp`njlgb

Yr`tbatn`k lglnkst

clmlgnkg wls

`rngnklj purp`sb `h pladlgnkg+

Alk ebjp `vbra`mb

hblr `h tlmpbrnkg 

Lssnstlkab nkMlrdbtnkg

on`cbgrlclojb lkc

rbayajlojb t` rbsp`kc t`

a`ksumbr prbhbrbkabs+Lttbktn`k

A`kvbknbkab 

Bmb

_bls`klo

JLOBJNKG

Page 23: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 23/29

JLOBJNKG  Jlobj alrrnbs lk ntbm„s orlkc klmb `r symo`

klmb lkc lccrbss `h teb mlkuhlaturbr `r cnsnkh`rmltn`k lo`ut teb pr`cuat„s a`mp`sntn`klkc rba`mmbkcbc usbs+

  Jlobjs lrb o`te pr`m`tn`klj lkc nkh`rmltn`k

  Quofbat t` jbglj rbstrnatn`ks+

JLOBJNKG

Page 24: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 24/29

JLOBJNKG+

  Rknvbrslj Yr`cuat A`cb %RYA.–kumbrnalj ol

prnktbc `k pladlgbs+

  _bcuab jlo`r a`sts lkc nmpr`vb nkvbkt`ry

  _lcn`-hrbqubkay ncbktnaltn`k %_HNC. tlgs–aenps telt alrry bka`cbc pr`cuat ncbktnaltn

O_LKC BUSBKQN@K

Page 25: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 25/29

O_LKC BUSBKQN@K  Qtrltbgy `h lttlaenkg l p`pujlr orlkc klmb

pr`cuat nk lk ukrbjltbc pr`cuat altbg`ry  Cbvbj`pmbkt oy Mlttbj `h Olronb-orlkcb

bkc aj`tenkg lkc laabss`rnbs h`r w`mbk h

tbbks ter`uge tebnr 19s+

O_LKC JNABKQNKG

Page 26: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 26/29

O_LKC JNABKQNKG  Lute`rnznkg `tebr a`mplknbs t` usb l rm„s orlkc k

  Orlkc„s `wkbr rbabnvbs r`yljtnbs* typnaljjy h`ur t` bng`h we`jbsljb rbvbkubs+

  Alk eurt l orlkc nh teb jnabksbc pr`cuat ns p``r qul

btenaljjy nka`mpltnojb wnte teb orlkc+

  Lk`tebr rnsd ns `vbrbxtbkcnkg teb orlkc+

KBW Y_@CRAS YJLKKNKG

Page 27: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 27/29

KBW Y_@CRAS YJLKKNKG  Hnrms must lcc kbw pr`cuats nk `rcbr t` a`ktnkunkg

ls `tebr ntbms rblae teb jltbr stlgbs `h teb pr`cuat j

A@KQRMB_ LC@YSN@K

Page 28: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 28/29

A@KQRMB_ LC@YSN@K  Lc`ptn`k pr`abss Qtlgbs telt a`ksumbrs g` ter`uge nk jblrk

kbw pr`cuat* trynkg nt* lkc cbancnkg webtebr t` puraelsb nt lg

  Hnvb stlgbs6

  Lwlrbkbss–nkcnvnculjs rst jblrk `h teb kbw pr`cuat* out

jlad hujj nkh`rmltn`k lo`ut nt+

  Nktbrbst–p`tbktnlj ouybrs obgnk t` sbbd nkh`rmltn`k lo`u

  Bvljultn`k–teby a`ksncbr teb jndbjy obkbts `h teb pr`cu

   Srnlj–teby mldb trnlj puraelsbs t cbtbrmnkb nts usbhujkb

  Lc`ptn`k/rbfbatn`k–cbancb webtebr t` usb teb pr`cuat r

Page 29: Topic 12 Developing and Managing Brand and Product Categories

7/27/2019 Topic 12 Developing and Managing Brand and Product Categories

http://slidepdf.com/reader/full/topic-12-developing-and-managing-brand-and-product-categories 29/29

SELKDQ,SNJJ KBUS SNMB,