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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.
Design
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.
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.
Brand
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.
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.
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References
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-
hill.com/sites/0073016349/student_view0/chapter10/