ADM 2320 Lecture Notes - Lecture 9: Generic Brand, Visa Inc., Zipper

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Branding: a name, a term, a symbol, or any unique element of a product that identifies one firms" product(s) and sets them apart from the competition. Elements: name, urls, slogans, logos, characters, symbols. Brand is a psychological concept, and product is tangible. Product mix: refers to number of brands available in each line. It has two dimensions (depth refers to number of products, width refers to number of departments) Product category: an assortment of items that the customer sees as reasonable substitutes for one another. Product line breadth: the number of product lines, or variety, offered by the firm. Product line depth the number of categories within a product line. Sku (stock keeping units): individual items within each product category. Category depth: the number of stock keeping units within a category. Role of brands: identify the maker, simplify product handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and serve as a competitive advantage, secure price premium.