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Branding (Branding decisions (Brand development (Individual branding…

- - - - Brand awareness
      - Brand Association
      - Percieved quality
      - Brand loyalty
  - - - brand initiated by producers and are identified at the point of purchase
      - e.g. Apple, Holden, Kellogs
    - - Brands owned by resellers, also called generic brands, manufactueres not idntified
      - e.g. homebrand, coles select
  - - - naming each of firm's products differently
    - - branding all of firm's products with the same name
    - - using existing brand on new product in the same product category
    - - using existing brand to brand new product in different category
- - - - added values or features
  - - - convenience products
        
        inexpensive, frequently purchased
      - shopping products
        
        willing to expend considerable effort in planning and making the purchase
      - specialty products
        
        unique item that buyers will spend considerable effort to obtain
      - unsought product
        
        customers do not know they want it until an emergency
- - - - cannot be mass produced
      - customer must participate in production
      - difficult to distribute
    - - cannot be stored
      - demand is time sensitive
      - unused capacity is lot forever
    - - quality is difficult to control
      - delivery is difficult to standardise
    - - success depends on satisfying and keeping customers over the long term
      - CRM
    - - service providers critical to delivery and customer satisfaction
      - require high elvle employee training
    - - difficult to advertise and display
      - difficult to set and justify prices