Professional Documents
Culture Documents
Chapter 1
Chapter 1
Brand Elements
https://www.youtube.com/watch?v=auEdEYY3ao4
Can be differentiated on the basis of: Can be categorized into five levels
• Packaging namely:
• Services provided • Core benefit level
• Customer advice • Generic product level
• Financing • Expected product level
• Delivery arrangements • Augmented product level
• Warehousing • Potential product level
• Other things valued by the customers
Consumers
Firms
Physical Goods
Services
High-tech Products
Many hi tech companies see branding as
naming. But innovation is not solely enough
for marketplace success. See the next slide!
Professional Services
Economic downturns
Brand proliferation
Media transformation
Increased Competition
Increased costs
Greater accountability