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 Product Positioning, Branding, and
Product Line Strategies
‡ Product positioning
‡ Product positioning and differentiation
‡ Branding and brand management
strategies
‡ Brand equity
‡ Brand and product line strategies

7-2
 Branding

A BRAND is a name or symbol used to

identify the source of a product.

‡ Benefits of branding:
± High brand awareness
± Emotional connection
± Brand loyalty
± Price premiums
± Product line extensions
7-3
 Product Positioning

‡ What is product positioning?

‡ Why is it important to determine a product
positioning strategy?
‡ What is the goal of a positioning strategy?
‡ How does the positioning strategy affect
market share?

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Product Positioning and Market Share

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7-5
Product Positioning Strategies

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7-6
 Product Positioning Strategies

‡ Price Leadership vs.

Product Differentiation
‡ When is price leadership 

 

appropriate? 

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‡ When is differentiation
appropriate? 
 
 

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‡ Types of differentiation 
  

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7-7
 Brand Differentiation

‡ What is brand identity?

‡ How do firms develop brand identity?
‡ What is brand encoding?

7-8
 Brand Assets and Liabilities

‡ Brand Assets ‡ Brand Liabilities

± Brand awareness ± Customer
± Emotional connection dissatisfaction
± Brand loyalty ± Product or service
± Product line failures
extensions ± Questionable practices
± Price premium ± Poor record on social
issues
± Negative associations

7-9
Brand Equity

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7-10
 Product Line Development

‡ How do firms expand ‡ How do flanker

their product line? brands benefit from
umbrella brands?
± Flanker brands
± Brand awareness
± Umbrella brands
± Known quality
± New brands
± Market reach

± Product mix

7-11
 Product Line Extensions and
Enhancements

‡ Vertical brand-line extensions

‡ Horizontal brand-line extensions
‡ New product-market brand extensions
‡ Co-branding

7-12
 Bundling and Unbundling Strategies

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7-13