MKT-210 Chapter Notes - Chapter 11: Brand Loyalty, Brand Equity, Brand Awareness
Document Summary
Product: anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Core customer value: the basic problem-solving benefits that consumers are seeking. Actual product: the physical attributes of a product including the brand name, figures/designs, quality level, and packaging. Associated services: the nonphysical attributes of the product including product warranties, financing, product support, and after-sale service: also called augmented product. Brand ownership: there are two basic ownership strategies, #1. Manufacturer brands: brands owned and managed by the manufacturer: also known as national brands, #2. Retailer/store brands: products developed by retailers: also known as private-label brands, naming brands and product lines, family brands: a firm"s own corporate name used to brand its product lines and products. Packaging is an important brand lement that has more tangible or physical benefits than other brand elements have. Primary packaging: is the one the consumer uses: consumers typically seek convenience in terms of storage, use and consumption.
