Packaging, 136–139
benefits of, 137
brand extensions, 409
changes in, 139
color of, 138–139
design of, 138–139, 312
innovations in, 138
objectives of, 136
point of purchase, 138
psychology of, 141
shelf impact of, 138
trademark issues of, 145
Paid media, 211
Palmisano, Sam, 236
Palmolive, 495, 508
Pan, Yigang, 510
Panda Express, 69
Pandora, 16
Parent brand, 405, 411, 414–416, 422, 430
Park, C. Whan, 245, 432, 434, 438
Park, Chan Su, 342
Park, Jongwon, 438, 440
Part worth, 339
Participating marketing, 157–158
Partner quality, 323
Patek Philippe, 292
Patents,
Patriotic appeals, 239
People
branding of, 17–18
celebrity endorsement, 250–254
corporate image associations, 383–384
Peppers, Don, 156–157
Pepsi-Cola, , 140, 255
Perceived quality, 159
Perceptual maps, 42
Performance, 81, 95
Permission marketing, 157–158
Perry, Michael, 349
Person brand, 255
Personal digital assistants (PDAs), 63
Personality ratings, 307
Personalizing marketing, 153–158
experiential marketing, 153–154
one-to-one marketing, 156–157
permission marketing, 157–158
Personas, 271
Pessemier, Edgar, 338
Pharmaceuticals, 35
Pharmacia, 35
Philip Morris, 165
Philips Consumer Electrics, 388
Physical goods, –13
Physical risk,
Physiological needs, 64
Pine, B. Joseph, 153
Pischetsrieder, Bernd, 106
Place advertising, 200–204
Place branding, 20
Planter’s, 338
Plosives, 123
Point of purchase, 138, 203–204
Points-of-difference (PODs), 55–56
choice of, 59–60
deliverability criteria, 59
desirability criteria, 59
establishing of, 60–62
Points-of-parity associations (POPs)
establishing of, 60–62
points-of-difference vs., 56–57
Political positioning, 61
Pop-up stores, 177
Porsche 911, 314
Porsche Boxster, 313
Positioning. See Brand positioning
Positioning guidelines, 57–65
competitive frame of reference, 57–58
deliverability criteria, 59
desirability criteria, 59–60
laddering, 63–64
leveraging equity of entity, 60
points-of-parity/-differences, 54–57, 59–60
politicians, 61
reacting, 65
redefining the relationship, 62
separate the attributes, 60
updating positioning over time, 63–65
Posters, 201–202
Potential product level,
Power brand, 487
Precision marketing, 200
Preemptive cannibalization, 416
Prestige-oriented brands, 432
Prevention focus, 440
Price bands, 163
Price segmentation, 169
Price stability, 170–171
Pricing strategy
to build brand equity, 165–171
consumer price perceptions, 163–164
everyday low pricing (EDLP), 169–171
global strategy, 499
product costs, 167–168
product design and delivery, 167
product prices, 168
promotion and, 242
value pricing, 165–166
Principle of commonality, 379–380
Principle of differentiation, 377
Principle of growth, 374
Principle of prominence, 378
Principle of relevance, 377
Principle of simplicity, 376
Principle of survival, 374
Principle of synergy, 374
Print media, 198–200
Pritchard, Marc, 197
Private label strategies, 15, 182–184
Procter & Gamble, , 27–28, 34, 35, 64, 155, 168–170, 285, 365, 473, 500–501, 505, 530–531
Product category structure, 81–82
Product costs, 167–168
Product descriptor, 372
Product design, 533
Product design and delivery, 167
Product hierarchy, 82
Product levels, –
Product line, 359
Product mix, 359, 525
Product placement, 203
Product prices, 168
Product-brand relationships, 359
Product-brand tracking, 272
Product-feature similarity, 432
Production, economies of scale in, 486
Product-related attributes/benefits, 432
Product-related performance associa tions, 457–458
Product(s)
attributes, benefits, or attitudes, 381–385
augmented product level,
brands vs., –
core benefit level,
defined,
expected product level,
generic product level,
potential product level,
Program quality multiplier, 101
Projective techniques, 300–302
Prominence, 378
Promotion focus, 440
Proof points, 56
Prophet’s brand valuation methodology, 347–348
Protectability, 119
Psychographic factors, 52, 86
Psychological risk,
Public relations, 218
Publicity, 218
Puligadda, Sanjay, 440
Pull strategy, 174
Purchase intentions, 316–317
Push strategy, 174
