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Product attributes can be tangible or intangible. Tangible ones are associated with the
senses, with all that can be felt: shape, color, texture, etc.

Intangible ones are those that cannot be felt; examples of these are attributes of security,
benefits and other services.

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These features have to do with acceptance so that they must be properly implemented in
order to show consumers a really positive image of the product or brand.


Consumers buy products not only to meet a specific need, but also to get pleasure from its
use, an aspect that involves values related to affection. This is why when referring to design
we must focus on the world as it is today and take into account technological advances apart
from the rough design (i.e.: the elemental handmade). In this way, the product includes new
elements that affect the future projection and daily lifestyle.

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Styling of the product in the design works as an innovation. This means that although the
product may not be new, we can re-create it on the outside. This happens for two reasons:
first, because the product met its life cycle (i.e. is at a stage of decline and needs to position
itself in the market). The second reason is that the product will be replaced or its use is not
the same and needs changes to look better and appealing to the public.


The brand refers to the product identification and differentiation. This concept is important
because there is a great competition rate based on it. The label identifies the product by its
name, that is, the word or words that will refer to the product or, if you do not remember
the name, the product can be identified by an emblem or symbol that must accompany it.

Moreover, consumer expectations are created through the brand, which is supposed to
capture the attention in order to find out how successful it has been, if it is within the
advertising range and if it is truly what is expected. We have to keep in mind that branding
is done depending on the levels of research, especially to meet consumer needs. The brand
will be a leader provided that it meets the expectations of selected consumers since they
determine if it is good, fair or does not exist on the market.

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The brand is related to personality as it seeks to create a certain attitude in the consumer.
Then, there must be a sonorous motivation, that is, the name must be in relation to the
product, so that it should sound appropriate. If it is heavy, use large letters that stand out
and add strength to the name, such as T and K, all attributes added to the product should be
reflected in the name as well. Branding creates symbols that allow identification of the brand
and capture consumer attention.


It is of paramount importance because, in the end, it represents the true intermediary

between the producer and the consumer of goods. As for the word “container”, its use has
declined and is now being replaced by the word “packaging”, but most of us still call it
“container”. Containers are analyzed in marketing studies that cover the design and actions
that interact in consumers’ emotion so that they keep loyal to the brand printed on it. It is
necessary to recognize that in most packaged goods consumers cannot see the product itself
but they get an idea of its contents by means of the container. Therefore, we can state that
the container is the vendor of the product.


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Etzel M., Walker B. and Stanton W. (2007). Brands, Packaging, and Other Product Features in
M. Etzel, B. Walker and W. Stanton, Marketing. Student Edition. McGraw-Hill Higher
Education. Retrieved on September 25th 2012, from: http://highered.mcgraw-

Small Business Notes. (S.F.). Retrieved on September 25th 2012, from:

Servicio Nacional de Aprendizaje - SENA. Reservados todos los derechos 2012.