09-05-07 - TC 245 05/09/2007 08:55:00 Download movie...

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TC 245 05/09/2007 08:55:00 Download movie questions and notes from Class Web From marketing features to branding Evolved from marketing features and benefits o ‘what product has or does’ o customers sought products/service to fulfill needs add value: associations to utilitarian features benefits segmentation – classifying buyers according to benefits sought from products o time saving, economical, sturdy, reliable, safety evolved to selling experience, images, and identification Branding Name, sign, symbol, design, experience or combination to identify and tell story about goods/services/seller Use design and symbols to differentiate from competition o Consumer seeks difference in a cluttered world Branding transition 1950s through 1980s, focused on: o brand recognition = ease of identification of brand from logo, avatar, design, experience golden arches = McDonalds polo player icon = Ralph Lauren apple icon = Macintosh Computers 1980s and 1990s
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This note was uploaded on 03/28/2008 for the course TC 245 taught by Professor Fiore during the Fall '07 term at Iowa State.

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09-05-07 - TC 245 05/09/2007 08:55:00 Download movie...

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