MKTG 3104 Lecture Notes - Lecture 11: Aisle, Brand Equity
Document Summary
Specialty customers show such a strong preference that they will expend considerable effort to search. Shopping consumers will spend a fair amount of time comparing alternatives. Convenience consumer is willing to spend minimum effort to evaluate prior to purchase. Depth number of categories within a product line. Name, term, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Not just the icon, but the color, and everything that the brand means (tiffany blue) These different components of a brand that identify and differentiate it are brand elements (nike swoosh). Many practicing managers refer to a brand as more than that as something that has actually created a certain amount of reputation, awareness, prominence, and so on in the market place. Product anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy .
