BUSN 70 Lecture Notes - Lecture 24: Chevrolet Cobalt, Rolaids, Dentyne
13 Mar 2021
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Document Summary
As products pass through the four life cycle stages, they get new advertising and pricing strategies for each stage. Branding = the process of naming and identifying products. A brand is a name, term, symbol, design or combination that identifies a product. A brand name is the part that can be spoken and consists of letters, words and. A brand mark is the part of the brand that is a distinctive design, such as numbers. Manufacturer brands = initiated and owned by the manufacturer to identify products from the point of production to the point of purchase. Private distributor brands = may cost less than manufacturer brands, they are owned and controlled by a wholesaler or retailer. Generic products = products with no brand name that often come in simple packages and carry only their generic name. Apple is the most valuable brand worldwide. Its iphones, ipods, and ipads have revolutionized the electronics and computing industry.
