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TOPIC 4: PRODUCT AND BRANDING STRATEGY - Coggle Diagram
TOPIC 4: PRODUCT AND BRANDING STRATEGY
Product definition & classifications
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Services are a special form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Experiences represent what the product or service will do for the customer (rather than focusing on the product/services features).
3 levels of Product
Actual product.
Augmented product.
Core customer value.
Product classification
Industrial products are those purchased for further processing or for use in conducting a business.
Consumer products are products and services bought by final consumers for personal consumption.
Shopping products.
Specialty products.
Convenience products.
Unsought product,
Branding Strategy
Brand Name Selection
Selection
Protection
Brand Sponsorship
Private brand (store brand)
Licensing
Manufacturer's brand (national brand)
Co-branding
Brand Positioning
Benefits
Beliefs and Values
Attributes
Brand Development
Brand extentions
Multi-brands
Line extensions
New brands
Product Life Cycle
Growth Stage
Maturity Stage
Introduction Stage
Decline Stage
Product Development Stage
Product Decision
Individual Product & Service Decisions
Packaging
Branding
Labelling
Product Support Services
Product Attributes
Product Line Decisions
Product Mix Decisions