Ch 11 Highlights - Gaining and maintaining brand...

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Ch 11 Highlights Product planning- considering intangible aspects of a product Consumers most important impression, the more in sync that that ideal is with the product the more successful it will be Service marketing – house painting Product marketing – actual products Convenience products – usually necessities bought with minimal effort, low priced, routinely purchased Specialty products – brand driven Product line extension – Product manager Product Positioning- Branding – the way a firm researchs, develops and implements its brand
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Unformatted text preview: Gaining and maintaining brand recognition are always top priorities Branding philosophy- generic brands are often manufactured by the same brand Licensing – use of name 2 brands associated with the same product Good Brand Name- Easy to remember, may be related to or even suggest a benefit or what you’re selling, easy to pronounce, easy to spell, recognizable, global meaning. Packaging – May be distinctive, protects, informative,...
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