MKTG 471 Lecture Notes - Lecture 16: Velveeta, Umbrella Brand, Tylenol (Brand)
19 May 2018
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Marketing 471 Lecture 16
generic brands
a brand indicating only the product category. like aluminum foil. doesnt include the company
name or other identifying terms. usually sold at lower prices.
account for less than .5% of all retail grocery sales.
picking a name
1. easy to say, spell and recall
short one syllable names often help.
2. should indicate the products major benefits.
3. set the product apart from the completion
4. used and recognized on multiple media
individual branding
a branding strategy in which each product is given a different name
Nestle.
helps in case you introduce a brand that doesnt do well
family branding
all of firms products with the same name or part of the name.
Kelloggs.
the promo of one item promotes another in the family
brand extension
an organization uses one of its existing brands to brand a new product in a different product
category
velveeta and cheesy skillets.
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