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Unformatted text preview: Extending the PLC (Product Life Cycle) • Modifying the product • Modifying the market o New users o New uses o More use… package sizes o Repositioning… What is a brand • Recognizable • It delivers consistent performance… • Possesses a distinctive promise… • Creates an emotional bond Why brand • Consolidation • Changed consumers – research points to new attitudes o R and d is valued o Know how quality is defined- it matters o Quality trumps price o More sophistication o Consumers attach important to nostalgia in culture...
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- Summer '07
- Marketing, face lifts Benefits, different DVD players