Ch. 11 Product, Branding, and Packaging

A set of flashcards to aid in understanding key concepts related to products, branding, and packaging in marketing.

Product

Creating value through developing features, benefits, service related to the product, and branding.

Product Portfolio

The collection of products offered by a firm, which reflects the brand promise and supports brand positioning.

Positioning Gap

The difference between existing perceptions of a brand and the desired perceptions that product management aims to achieve.

Positional Products

Products that are highly aligned to the brand strategy and are essential for articulating the brand's positioning.

Supplemental Products

Products that round out the portfolio and help address objections to purchase, but do not differentiate the brand significantly.

Behavioral Segmentation

A method of dividing a market into segments based on consumer behavior, such as buying habits and product usage.

Brand

A name, sign, symbol, or design intended to identify and differentiate a seller's products from competitors.

Brand Equity

The value added to a product by having a recognized brand name.

Umbrella Branding

A strategy where a company uses one brand for the entire product line, ensuring all products align with the overall brand benefit.

Distinct Branding

A strategy that involves multiple brands under one company, each offering different benefits and creating strategic flexibility.

Packaging Elements

Components of packaging that support brand positioning, including color, design, typography, and printed information.

Sustainable Packaging

Packaging that is designed to minimize environmental impact and can include recyclable materials.

Regulations on Labeling

Laws that govern how products must be labeled, which can vary by country.