This document discusses product and branding strategy. It covers three levels of a product - the core, actual, and augmented product. It also discusses classifying products as durable or non-durable, and consumer or industrial products. Branding provides benefits to both consumers and suppliers. Key branding decisions include selecting a brand name and positioning attributes, benefits, values, personality, and culture.

1. Product and branding strategy Chapter 13

3. Levels of a product Figure 13.1 Three levels of product

7. Table 13.1 Marketing considerations for consumer products

23. Figure 13.3 Product-line stretching decisions

32. Figure 13.4 Major brand strategy decisions

41. Figure 13.5 Brand development strategies