FASH 290 Chapter Notes - Chapter 2: Private Label, Mass Distribution, European Cooperation In Science And Technology
13 Jul 2013
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Document Summary
A product is simply defined as a commodity offered for sale or as a sum of features that are meant to solve a problem and is offered for sale. A product & a brand are not the same thing & developing a brand is different from developing a product. Branding: is a multifunctional process that highlights a proposed value for a product & transforms it into a real consumer experience. The branding process steps: brand decision: brand vision & brand concept, positioning strategy: product mix (features & attributes), brand identity (symbols & personality), brand communication, brand audit & evaluation, growth or brand repositioning. Brand decision: the vision: a brand is a vision, a concept, & a story coauthored by many partners. The starting point is realizing that there is a necessity for the brand to exist & a potential for reward.
