ANATOMY OF A PRODUCT

and
BRANDING

Sylvia Vondrkov,
MBA

learning objectives_1
Define and classify products and the
key terms associated with them
Understand the nature, benefits and
implementation of branding

learning objectives_2
Appreciate the functional and
psychological roles of packaging
Understand the broad issues relating
to product design and quality and
their contribution to marketing

Product Defined
Product is a physical good, service,
idea, person, or place that is capable
of offering tangible and intangible
attributes that individuals or
organisations regard as so necessary,
worthwhile or satisfying that they are
prepared to exchange money,
patronage or some other unit of value
to acquire it.

The Anatomy of a Product

Potential product
Augmented
product
Tangible product
Core product

Product-based Classification

Durable

Nondurable

Service

Consumer User-based Classification

Convenience

Shopping

Specialty

What type of product is the

Dualit toaster?

If you want a toaster that oozes class, then treat yourself to a Dualit. Its built to last a lifetime.
http://www.dualit.com

Unsought Goods

B2B User-based Classifications

Capital goods
Supplies
and services

Accessory
goods

Components
and parts

Raw materials
Semi-finished
goods

Understanding the Product Range

Product mix total sum of all
products and variants offered
Product line group of closely related
products
Product item individual products
within lines

Understanding the Product Range

Product line length total number of
items in line
Product line depth number of
different variants within a product line
Product mix width number of lines
offered

Product Mix: GlaxoSmithKline

Source: http://www.gsk.com/products/consumer_healthcare\trademarks.htm, copyright 2005 GlaxoSmithKline.

Branding
Branding seeks to create and
communicate a threedimensional character for a
product that is not easily copied
or damaged by competitors
efforts.

Brand Defined
A brand consists of any name,
design, style, words, or symbols,
singly or in combination, that
distinguish one product from
another in the eyes of the
customer.

Brand Preferences
NOKIA

GOOGLE

COCA-COLA
MACDONALDS

SUNNY D

MANCHESTER UNITED
Which brands are most loved? Most hated?

Rebranding at Cadbury

Cadbury rebranded its range of milk

chocolate bars based on its masterbrand.
The effect creates a visual draw of purple
packaging on store shelves.

Trade Mark
Trades Marks Act of 1994 enables registration
of
Smells
Sounds
Product shapes
Packaging
Brand names
Logos

The Benefits of Branding

The consumer

The manufacturer
Branding

The retailer

Benefits of Branding
for the Consumer

Easier product identification

Communicates features and benefits
Helps product evaluation
Establishes products position
Reduces risk
Creates interest

Benefits of Branding
for the Manufacturer

Helps create loyalty

Defends against competition
Creates differential advantage
Allows premium pricing
Helps targeting/ positioning
Increases power over retailer

Branding example

Brand Asset Defined

A brand asset is a name and/or
symbol used to uniquely identify
the goods and services of a
seller from those of its
competitors, with a view to
obtaining wealth in excess of
that obtainable without a brand.

Types of Brands
Manufacturer brands
Retailer and wholesaler brands
Own-label brands

Selecting a Brand Name

Distinctive
Supportive
Acceptable
Available

The Brand Name Spectrum

Descriptive

Associative

Freestanding

Bitter Lemon

Walkman

Kodak

Dairy Milk
Chocolate

Natrel

Esso

Bold

Pantene

Sensodyne

Mars Bar

Shredded
Wheat

Tescos Value Lines and the

Generic Approach

eg Heinz and the

Monolithic Approach

Compromises
Fixed endorsed
Standard
relationship
between company
name and brand
Ford
Kellogg

Flexible endorsed
Brand is linked to
company name but
has flexibility in
prominence of
company name
Cadbury

Mars Utilizes
Brand Extension

When its hot and you want something sweet, sticky and firm, a MARS ice cream
should hit the spot. MARS is a registered trademark of Masterfoods.
Source: Masterfoods 2006 http://www.mars.co.uk

Packaging Defined
Packaging is any container or
wrapping in which the product is
offered for sale and can consist
of a variety of materials such as
glass, paper, metal or plastic.

Functions of Packaging
Protect product
Keep product ready
for use
Dispense product
Present brand
imagery

Provide information
Make product
attractive
Make product use
convenient

eg McVities Jaffa Cakes

Packaging Issues
Labelling
Warnings
Instructions
Regulated
information
Size
Contact information

Design
Aesthetic appeal
Ergonomic
properties
Functionality
Reliability
Life span

Figure 7.6 Aspects of

Product Quality
Performance

Durability

Quality
Corporate name
and reputation

Reliability
and maintenance

Design
and style

eg Habermans Anyway Cup

Source: Haberman http://www.mandyhaberman.com

7-36
Brassington & Pettitt, Principles of Marketing 4e, Pearson
Education 2006

Key Terms_1
Add-on extras that do not form an integral
part of the product but which might be
used, particularly by retailers, to increase
the product's benefits or attractiveness are
called _____.
Augmented products
_____ is the creation of a three-dimensional
character that helps to differentiate a
product from competitors.
Branding

Key Terms_3
Products that last for many years and are
thus likely to be infrequently purchased
are called _____.
Durable products
_____ are products that can only be used
once or a few times before replacement.
Non-durable products

Key Terms_4
Branding applied to goods that are
produced by a manufacturer on behalf of a
retailer or wholesaler who owns the rights
to the brand is called an _____.
Own-label brand
A_____ refers to what the product could
and should be in the future to maintain its
differentiation.
Potential product

Key Terms_5
_____ are the individual products or brands
that make up a product line.
Product items
The _____ is a group of products, closely
related by production or marketing
considerations, that exists within the
overall product mix.
Product line

Key Terms_6
The total sum of all the product items and
their variants offered by an organisation is
the _____.
Product mix
Goods that are largely or mainly nonphysical in character, such as personal
services, travel and tourism, medical care
or management consultancy are known as
_____.
Service products

Key Terms_7
Consumer goods purchased less
frequently than convenience goods, and
thus requiring some information search
and evaluation are called _____.
Shopping goods
_____ are expensive, infrequently
purchased consumer goods.
Specialty goods

Key Terms_8
A _____ refers to the way in which the
concept of the core product is turned into
something real that the customer can
interact with, including design, quality,
branding, and product features.
Tangible product
Goods that consumers did not even know
they needed are _____.
Unsought goods