Product vs. Brand. A product is something that is made in a factory . A brand is something that is bought by a customer. A brand is unique. A product can be copied by a competitor. A product can be quickly outdated. . A successful brand is timeless.
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A product is something that is made in a factory
A brand is something that is bought by a customer.
A brand is unique.
A product can be copied by a competitor.
A product can be quickly outdated.
A successful brand is timeless.
Planning, Product/Service Development, Pricing,
Place/Distribution, Promotion, and Partners/Alliances.
1.Batteries: DieHard contains a promise of long use. Sears has Craftsman, DieHard, Homart and Kenmore.
2.Mercedes promises well-built, prestigious, safety, performance.
3.Co branding/Dual branding: "Intel inside."
5.Look at licensing. Need control over who uses your brand. Sunkist.
Why? Lowers marketing costs, greater trade leverage, can charge higher price, defense against price competition, more easily launch line extensions.
Attributes + Benefits + Values + Culture + Personality
Turning or Translating Brand Awareness Into Brand Insistence.
Awareness Interest Desire Action
Suppliers, Intermediaries, Transporters, Wholesalers,
Dealers, Retailers, Banks, Marketing Firms,
Advertising Agencies, Media, Customers, Users
of the wine sold.
In Pounds (LBS) US Per Capita ConsumptionRetail WeightSource: USDA