Professional Documents
Culture Documents
Chapter 1 Brand Management
Chapter 1 Brand Management
What is a Product?
Features and Benefits? Levitt, 1980: Layers of product Generic Expected Augmented Potential
McDonalds
Intel Samsung Toyota
40,062
39,385 32,893 30,280
+13%
+12% +40% +9%
Products:
Products are functional Core product is easy to imitate Surround makes the product unique Consumers buy benefits
What is a Brand?
AMA: A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Marketing intangible
20%
Intangible assets
55%
Tangible Assets 25%
Source: Brand Finance