Product/Services Brand Management

Category Development Index (CDI)

(Percentage of a Product Category’s Total US Sales in a Market Segment / Percentage of the Total US Population in a Market Segment) x 100

Brand Development Index (BDI)

(Percentage of a Brand’s Total US Sales in a Market Segment / Percentage of Total US Population in a Market Segment) x 100

Above Average Category Purchase

CDI > 100

Below Average Category Purchase

CDI < 100

Strong Brand Position in a Segment

BDI > 100

Weak Brand Position in a Segment

BDI < 100

Marketing Strategies in Modifying the Product

• Finding new customers

• Expanding/Increasing product use via new ideas or off-season

• Creating a new user

Product and Market Modifications to Reposition the Product

• Changing the value offered

• Reacting to a competitor’s position

• Reaching a new market

• Catching a rising trend

Shrinkflation

Get less, pay more (ex. cereal box getting smaller but being sold at the same/higher price)

Branding

The use of a name, phrase, design, symbol or combination of these to identify its products and distinguish them from competition

Trade Name

A legal and commercial identity under which a company does business

Creating Brand Equity

1. Develop positive brand awareness and association of the brand in a consumers’ minds to give the brand an identity

2. Establish the brand’s WHY, its essence/position

3. Elicit proper consumer responses to a brand’s identity and meaning

4. Create a brand-consumer connection evident in an intense, active loyalty relationship

Trademark/Commercial Brand Registration

Identifies a legally registered company with its brand name

Multiproduct Branding Strategy

Involves using one brand name for all products within a class

Multibranding Strategy

Involves marketing multiple distinct brands to customers

Private Branding Strategy

Involves creating, manufacturing, or marketing products under one company’s name

Mixed Brand Strategy

Combines elements from different brand strategies

Brand Identity

Beliefs, purpose, “tribe”, etc. of a brand