Downloaded 84 times
Uploaded byRavi Chandegara
Product in theory and practice
This document discusses product and brand management. It defines a product as anything offered for sale, whether a good, service, physical or virtual item. A product needs a name to become a brand that helps it stand out. Products can be tangible goods or intangible services. They have features like tangibility and customer satisfaction. Products are classified by durability, consumer types, and business purpose. Services differ from goods in their delivery. Products have core, tangible and augmented levels. Successful brands create a unique name and image through advertising to attract loyal customers.
More Related Content
Similar to Product in theory and practice
Product in theory and practice
- 1. Product and BrandManagement The product in theory and practice
- 2. A product isthe item offered for sale. A product can be a service or an item. It can be physical or in virtual. A product needs a name: a name that people remember and relate to. A product with a name becomes a brand. It helps it stand out from the clutter of products and names.
- 3.
- 4. Features of product tangibility Associated attributes Featuresof product Exchange value Intangible attributes Customer satisfaction
- 5. Product Classification 1. Durableproducts, Durable goods Nondurable goods Service 2. Consumer products, Convenience goods Shopping goods Specialty goods 3. Business products Materials and parts Capitals items Suppliers and business services
- 6.
- 7. Are Service Different? Teaching Nursing Theatre Air Travel T.V. Fast food shop Product Salt Automobiles House Dog Food Service
- 8. Three Level ofProduct Installation Tangible Product Packaging Delivery and credit Core Benefit or service After sales service Quality Augmented Product Warranty Core Product
- 9. Branding A successful Brandis a name, symbol, design or some combination which identifies the “Product” of a particular organization as having a sustainable differential advantage. The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
- 10. Objective of theBrand - Delivers the message clearly - Confirms your credibility - Connects your target prospects emotionally - Motivates the buyer - Concretes User Loyalty
- 11. Top ten brandnames from 2012 and 2013: