M arket-Based Management, 4 th edition

1. Market-BasedManagement, 4th edition Product Positioning, Branding, and Product-Line Strategies Chapter Seven

2. Product Positioning, Branding, and Product Line Strategies Chapter Seven • Product Positioning and Product Positioning Strategies • Product Differentiation • Brand Name, Brand Equity, and Branding Strategies • Product Line Expansion

3. What is product positioning? Why is it important to determine a product positioning strategy? What is the goal of a positioning strategy? How does the positioning strategy affect market share? Product Positioning Market Share Product Position Marketing Efforts = X

4. Product Positioning Strategies

5. Price Leadership vs. Product Differentiation When is price leadership appropriate? When is differentiation appropriate? Types of Differentiation Product Positioning Strategies Product Benefits Customer Value Product Differentiation Service Benefits Price Service Differentiation Trans-action Costs Brand Benefits Brand Differentiation

6. DifferentiationDimensions of Product Quality Quality Killers Quality Drivers Reliability Conformance Performance Durability Quality Enhancers Quality Aesthetics Features Serviceability Appearance Reputation

7. DifferentiationDimensions of Service Quality Quality Killers Quality Drivers Reliability Assurance Performance Responsiveness Quality Enhancers Quality Aesthetics Extended Services Customer Empathy Appearance Reputation

8. What is brand identity? How do firms develop brand identity? What is brand encoding? What is the importance/value of a brand name? Rational vs. Emotional How are products positioned with brand differentiation? What are brand extensions? Flanker vs. Umbrella Brand Differentiation

9. Company and Brand Name Brand and Sub-Brand Name Company and Product Name Company, Brand, and Product Name Company Name, Brand Name, and Number Brand Name and Benefit Brand Name Only Brand Encoding Strategies

10. Four ways in which new brand names are created: Functional or Descriptive Names Invented Names Experiential Names Evocative Names Brand Name Development Company/Product Solution Customer Problem Customer Benefits Descriptive Words Brand Name Candidates Brand Name Tests

11. What are Brand Liabilities? Customer Dissatisfaction Environmental Problems Product or Service Features Lawsuits and Boycotts Questionable Business Practices What are Brand Assets? Brand Awareness Market Leadership Reputation for Quality Brand Relevance Brand Loyalty Brand Assets and Liabilities How are Brand Assets and Liabilities Measured?

12. Brand Equity

13. Broad Vs. Narrow Product Line

14. How do firms expand their product line? Flanker Brands Umbrella Brands New Brands How do flanker brands benefit from umbrella brands? Brand Awareness Known Quality Market Reach Product Mix Product Line Development

15. Vertical Brand-Line Extensions Horizontal Brand-Line Extensions New Product-Market Brand Extensions Co-Branding Product Bundling Product Unbundling Effects of all product-line enhancements Scale Substitution Product Line Extensions and Enhancements

16. Product Positioning Product Differentiation Quality Service Brand Brand Encoding Strategies Brand Name Development Brand Equity Product Line Enhancements Effects of Enhancing Product Line Takeaways/Review

17. Marketing Performance Tools Impact of Product Line Substitution

18. Marketing Performance Tools Impact of Product Line Substitution

19. Marketing Performance Tools Impact of Product Line Scale Effects

20. Marketing Performance Tools Impact of Product Line Scale Effects

21. Marketing Performance Tools Assessing Brand Assets

22. Marketing Performance Tools Assessing Brand Liabilities