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Chapter 10: Brands, Packaging & Other Product Features 10-1 LEVI'S BRAND STRATEGY (241, 263-4) How is Levi Strauss and Co. (LS) using the Web to further its brand name strategy? As you peruse the following homepage, answer the questions below: Levi Strauss http://www.levi.com a) How would you describe the brand name identity that LS is trying to establish with this Website? How does this homepage address the two growing market segments highlighted in the case study - American women and foreign consumers? How could LS use this medium to better reach these markets? b) LS has created a completely separate homepage for its Dockers brand of men's fashions: Dockers http://www.dockers.com How does this Website differ from the main LS site? What does this say about the brand name identity the corporation is trying to establish for this product? Could a similar strategy be used effectively to reach LS's other target markets (i.e., American women and foreign consumers)? Why or why not? c) Now take a look at one of LS's main competitors: Lee Jeans http://www.leejeans.com Compare and contrast the brand name identities of Lee and LS as evidenced in their respective homepages. If you were a marketing manager for Lee Jeans, how could you improve your company's brand name strategy? Evaluate the following brand names in terms of the desirable characteristics listed on p. 245. Point out the strong and weak points of each brand name. GlobalCenter http://www.globalcenter.com Uggs http://www.uggs.com Rogaine http://www.rogaine.com Ore-Ida Foods http://www.oreida.com
10-3 DESIRABLE CHARACTERISTIC OF A GOOD BRAND NAME (244-5) Repeat Exercise 10-2 using three brand name homepages of your own choosing. To make this exercise more interesting, make sure these brands come from three different industries. One easy way to find hundreds of brand name homepages is to perform a Yahoo! keyword search using the phrase "brand names." (Unlike an AltaVista search, you should not put this phrase in quotation marks.) You can find Yahoo! at http://www.yahoo.com. The first part of the resulting list will show you all of the industries for which Yahoo! has brand name listings. Click on one of these links to view the brand name list for a particular industry.
10-4 BRANDING STRATEGIES (247-54) a) Identify all of the branding strategies you can find at the following Websites (give examples to support your answer): Turtle Wax http://www.turtlewax.com Johnson & Johnson http://www.jnj.com Mama Scott's http://www.mamascotts.com b) Illustrate and explain three different branding strategies using examples from the above homepages. Enumerate the competitive advantage(s) and disadvantage(s) of each strategy. Go to the following Website and find an example of branding within a product mix. Warner-Lambert http://www.warner-lambert.com a) Explain why your example is a case of branding within a product mix. Which of the three specific strategies listed on p. 250 does this represent? b) Could Warner-Lambert use either of the other two strategies effectively? Why or why not? For either (or both) of the other strategies you deemed appropriate, give an example - real or hypothetical - that would apply to this company. You will find Disney's "Code of Conduct for Licensees" at the following URL: http://www.disney.com/Business_Info/codes_licensees.html First, give a few general examples of Disney licensees to demonstrate your understanding of trademark licensing. Second, what does this document imply about the risks and potential pitfalls of trademark licensing? That is, why is it important for Disney to spell out their "code"? The most obvious examples of product design strategy can be found in functional physical objects such as automobiles and home appliances. However, product design is also a key consideration in less tangible goods such as computer software. Let's explore the issues of product design using computer software to which we all have access: Web search engines. AltaVista http://www.altavista.com Excite http://www.excite.com Infoseek http://www.infoseek.com Lycos http://www.lycos.com WebCrawler http://www.webcrawler.com Yahoo! http://www.yahoo.com a) In general, how does the term product design apply to these services? Why is this concept so important in this context? b) Choose two of the above search engines and compare them in terms of design. (You might find it more interesting to choose two search engines you are not already familiar with.) Prepare an annotated list of major design features for each search engine explaining the strategic advantage and/or disadvantage of each one. Based on this comparison, which search engine would you choose for future research? What role did product design play in your selection?
10-8 COLOR (260) How do each of the following companies use color to promote customer acceptance of their product(s)? Red Dog Beer http://www.reddog.com Bass Ale http://www.bassale.com What does this say about the flexibility of color with respect to reaching different market segments for similar products? 10-9 GOING OUTSIDE THE FIRM FOR BRANDING STRATEGIES (220-263) Several independent marketing firms have made branding a primary focus of their consulting services. Explore the following homepages and answer the questions below: Landor http://www.landor.com SBG Partners http://www.sbg.com/Portfolio/Branding/overview.shtml In general, how would you characterize each company's approach to branding? Explain the differences you noticed among these three firms. How did their promotion of the importance of branding correspond with what you learned in this chapter? What are the advantages and disadvantages of using outside consultants for branding strategy development? |
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