1. Trang Chủ
  2. Marketing - Bán hàng
  3. Lecture International marketing: Strategy and theory - Chapter 11: Product strategies: Branding & packaging decisions

Lecture International marketing: Strategy and theory - Chapter 11: Product strategies: Branding & packaging decisions

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 ­ Br

Thể loại Tài liệu miễn phí Marketing - Bán hàng

Số trang 18

Ngày tạo 8/30/2018 5:31:53 AM +00:00

Loại tệp PPT

Kích thước

Tên tệp

Tải Lecture International marketing: Strategy and theo... (.pdf)

Xem mẫu

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 Trade­Mark 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 ... - tailieumienphi.vn
nguon tai.lieu . vn
Kỹ năng bán hàng Quản trị kinh doanh Marketing - Bán hàng Internet Marketing Kế hoạch kinh doanh Thương mại điện tử PR - Truyền thông Tổ chức sự kiện Kỹ năng quản lý Kinh tế học