The purpose of this chapter is to acknowledge the strategic significance of branding and packaging and to examine some of the problems commonly faced by MNCs. Among the subjects discussed are brandless products, private brands, manufacturers’ brands, multiple brands, local brands, worldwide brands, brand consolidation, brand protection, and brand characteristics. | Chapter 11 Product Strategies: Branding & Packaging Decisions Chapter Outline Branding Decisions Branding Levels and Alternatives - Branding vs. No Brand - Private Brand vs. Manufacturer's Brand Single Brand versus Multiple Brands Local Brands vs. Worldwide Brand Chapter Outline Brand Consolidation Brand Origin and Selection Brand Characteristics Brand Protection Packaging: Functions and Criteria Mandatory Package Modification Optional Package Modification Brand any word, name, symbol, or device or any combination thereof used by a manufacturer or merchant to identify this goods and distinguish them from those manufactured or sold by others (Lanham Trade-Mark Act) any sign, or any combination of signs, capable of distinguishing the goods or services of one undertaking from those of other undertakings, shall be capable of constituting a trademark. Such signs, in particular words including personal names, letters, numerals, figurative element5s and combinations of colours as well as any combination of such signs, shall be eligible for registration as trademarks (WTO) Functions of Brand create identification and brand awareness guarantee a certain level of quality, quantity, and satisfaction help with promotion Branding Decisions Branding vs. No Brand Private Brand vs. Manufacturer's Brand Single Brand versus Multiple Brands (in one country) Local Brands vs. Worldwide Brand Branding vs. No Brand Commodity - unbranded or undifferentiated product - sold by grade, not by brands - flexibility in quality and quantity control - lower production costs along with lower marketing and legal costs. - demand being strictly a function of price Branding vs. No Brand Product - value-added commodity - better identification and awareness - promotion and differentiation - consumer confidence, brand loyalty, and repeat sales - possible to use premium pricing - allowing effective branding Private Brand vs. Manufacturer’s Brand Distributor's (Private) Brand lower retail price for . | Chapter 11 Product Strategies: Branding & Packaging Decisions Chapter Outline Branding Decisions Branding Levels and Alternatives - Branding vs. No Brand - Private Brand vs. Manufacturer's Brand Single Brand versus Multiple Brands Local Brands vs. Worldwide Brand Chapter Outline Brand Consolidation Brand Origin and Selection Brand Characteristics Brand Protection Packaging: Functions and Criteria Mandatory Package Modification Optional Package Modification Brand any word, name, symbol, or device or any combination thereof used by a manufacturer or merchant to identify this goods and distinguish them from those manufactured or sold by others (Lanham Trade-Mark Act) any sign, or any combination of signs, capable of distinguishing the goods or services of one undertaking from those of other undertakings, shall be capable of constituting a trademark. Such signs, in particular words including personal names, letters, numerals, figurative element5s and combinations of colours as well as any
