Branding

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Chapter Nine: Product Branding, and Packaging Decisions
Product – anything that is of value to a consumer and can be offered through a voluntary marketing exchange Product Assortment (Product Mix) – the complete set of all products offered by a firm Product Lines – groups of associated items, such as those that consumers use together or think of as part of a group of similar products Product Category – an assortment of items that the customer sees as reasonable substitutes for one another Ex. Colgate-Palmolive Product Assortment

| Product Lines|
| Oral Care| Personal Care| Household Care| Fabric Care| Pet Nutrition| Product Categories| Toothpaste
- Colgate Total
Toothbrush
- Colgate Plus
Whitening
- Simple White| Deodorants
- Speed Stick
Soap
- Irish Spring
| Dishwashing Liquid
- Palmolive
| Detergents
- Fab
Fabric Softener
- Fleecy| Dog Food
- Science Diet|

Brand – the name, term, design, symbol, or any other features that identify one seller’s good or service as distinct from those of other sellers Product Line Breadth – the number of product lines, or variety, offered by the firm Product Line Depth – the number of categories within a product line Stock Keeping Units (SKUs) – individual items within each product category; the smallest unit available for inventory control Category Depth – the number of stock keeping units (SKUs) within a category Change Product Mix Breadth

Increase Breadth
– add new product lines to capture new or evolving markets, increase sales, and compete in new ventures Decrease Breadth
- sometimes it is necessary to delete entire product lines to address changing market conditions or meet internal strategic priorities

Change Market Mix Depth
Increase Depth
- firms may add new products within a line to address changing consumer preferences or pre-empt competitors while boosting sales - ex. Levi’s adding a new line of low-cost jeans to boost sales and reach new target markets by selling through...
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