PRODUCT VS BRAND

Sub : Product & Brand ManagementSubmitted by : Mohannad Ibrahimi

• It is anything that can be offered to a customer to satisfy his or her

needs or want.

• The following entities can be marketed as product:

PRODUCT

• Goods

• Services

• Experiences

• Events

• Person

• Places

• Properties

• Organizations

• Ideas

• Information

BRAND• Name, sign, term, sign, symbol or design or combination of them

intended to identify the goods and services of one seller or group

of sellers and to differentiate them from those of other sellers. – (AMA)

• Tangible assets like plants, equipment and real-estate is not

valuable then intangible assets such as management skills,

marketing, financial and operations and most important brands.

• When choices become vast, the only things that matter are

brand names.(Michael Eisner, CEO, Disney)

RELATION & TRUST

USE & BENEFITS

FUNCTION & PERFORMANCE

BRAND

PRODUCT

• An item ready for sale in the

market.

• Performs certain functions.

• Made in factories or workshop.

• May be tangible or intangible.

• Instantly becomes meaningful.

• Goes obsolete overtime.

• Can be replaced/copied with

relative ease.

PRODUCT ATTRIBUTES• Satisfies the needs.

• Ingredients – Basic product

only.

• Competition – Price based

• Customer involvement –

Low

• Customer loyalty – Low

• Customer switchover - High

• Distinguishes a product from other

products.

• Offers Emotions.

• Brands are made by customers.

• Can only be experienced. Intangible.

• Impossible to copy.

• Becomes meaningful overtime.

• Brands remain forever.

BRAND ATTRIBUTES

• Satisfies wants of customers.

• Ingredients – Basic Product + Additional Value.

• Very important in evaluating the value of a company.

• Competition is on additional or differentiated value offered.

• Can be for one product or entire company.

• Protected from use by others by trademark.

• Expressed in form of logo or other graphical representation.

BRAND ATTRIBUTES

PRODUCT VS. BRANDCar A Car B

Length(mm) 4726 4659Width(mm) 1842 1814Boot Space(Ltr) 480 590Displacement(cc) 1395 1395Power(bhp) 148 148Mileage(kmpl) 17.8 16.8Airbags 8 4Hill Hold control Yes NoAir Conditioner Single climate control Single climate controlPower Outlets 2 1Keyless start/stop No NoParking Sensor Rear RearSeat Adjustment Electronic ElectronicCornering Headlight No NoHeadlamps Led Conventional

PRODUCT VS. BRANDCar A Car B Car C

Length(mm) 4726 4659 4861Width(mm) 1842 1814 1864Boot Space(Ltr) 480 590 625Displacement(cc) 1395 1395 1968Power(bhp) 148 148 174Mileage(kmpl) 17.8 16.8 18.19Airbags 8 4 8Hill Hold control Yes No Yes

Air Conditioner Single climate control Single climate controlDual zone climate

controlPower Outlets 2 1 3Keyless start/stop No No YesParking Sensor Rear Rear Front & RearSeat Adjustment Electronic Electronic Electronic + MemoryCornering Headlight No No YesHeadlamps Led Conventional Projector Bi-Xenon

PRODUCT VS. BRANDCar A Car B Car C

Price 39.81 Lakhs 17.44 Lakhs 29.7 Lakhs

Skoda Octavia

Audi A4

Skoda Superb

• Improved Perception of Product performance.

• Greater Loyalty.

• Less Vulnerability to Competitive Reactions & Market Crisis.

• Larger Margins.

• Inelastic response to Price Increase and elastic response to Price

Decrease.

• Increased marketing communication effectiveness.

• Additional Brand Extension Opportunities .

BRAND - ADVANTAGES

• High advertising costs.

• High R&D cost to ensure proper brand positioning.

• Higher product prices.

• Considered as social waste.

• Very difficult to change brand image.

• Very high consumer expectations.

• Adversely affected if product fails to live up to expectations.

BRAND - DISADVANTAGES

THANK YOU