BUAD 202 Study Guide - Charmin, Dasani, Aquafina
Document Summary
**test question** be able to distinguish between line, mix and differentiation. Importance of packaging: protection: tamper-proofing product, cleanliness, attraction: grab attention of consumer, description: explain the contents of what is inside, explain benefits, information on warranties, warnings, etc, indication of price, value, and uses. Brand: name, symbol, or design, or combination of, that identifies the service of a seller from those of other sellers. Trademark: brand that has exclusive legal protection of products. Equity: companies spend millions promoting their brand and will protect their trademarks. Loyalty: willing to spend money to ensure customer loyalty. Association: of quality based on a brand name. Characteristics of a good brand name: short, sweet, and easily pronounced, but flexible. *sales & profits during the plc--good review slide!! -a green company, focusing on the environment, so make it cheaper so people can help the environment.
