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14 Cards in this Set

  • Front
  • Back
Reasons for resistance of a product
Usage barriers, value barriers, risk barriers, psychological barriers
manages the marketing efforts for a close-knit family of products or brands
brand manager
altering a product's characteristic to increase product's valueoto custoemrs and increase sales
product modification
tries to find new customers, increase a product's use among existing customers, create new use situaiotn
market modification
changes the place a product occupies in a consumer's mind relative to competitive products
product repositioning `
adding value to the product through additional features or higher-quality materials
trading up
reducing the nubmer of features, quality, or price
trading down
reducing the package content without changing package size and maintain or increasing the pacakge price
Picking a good brand name
-should suggest product benefits
-should be memroable, distinctive, and positive,
-should fit the company or product image
-should have no legal or regulatory restrictions
-should be simple
Brand strategies
1. multiproduct branding
2. multi-branding
3. private branding
4. mixed branding
multiproduct branding
company uses one name for all its products in a product class
-product line extensions: using a current brand name to enter a new market segment
-brand extension: using a curren brand name to enter a different product class
invovles giving each product a distinct name
Private branding
manufactures products but sells them under the brand name of a wholesaler or retailer
mixed branding
firm markets products under its own name and that of a resller because the segment attracted to the reseller is different from its own market