MKTG1001 Lecture Notes - Lecture 6: Qantas, Officeworks, Generic Brand
Document Summary
Product line filling adding more products to current line. Product line stretching adding more products beyond current line. Downward stretch lower quality, lower price, e. g. . Upward stretch higher quality, higher price, e. g. ,200 ,500: at the more premium end of market. Both ways stretch want to cover all spectrum of market: e. g. Cars have a, b, c, s, classes, etc. Brand a name term, sign, symbol, design or a combination of these, intended to identify goods or services of one seller or group of sellers & differentiate them from competition. A brand can deliver up to 4 levels of meaning: Attributes a brand first brings to mind certain product attributes (quality, design, features) Benefits attributes must be translated into functional & emotional benefits. Brands are powerful assets carefully developed & managed. Brand mark unique symbol that identifies with brand. Logo brand name written in distinctive way. Trademark legally protected brand name or brand mark.
