श्रेणी: Chapter 10 Product concepts.

the part of a brand that can be spoken. Includes letter, words, & numbers.

all products that an organization sells. e.g- all coca-cola’s products: soft drinks, waters, sport drinks, teas and etc. Each product item in the product mix may require a separate marketing strategy.

Companies rarely sell a single product but instead sell a variety of things.

Product- may be defined as everything, both favorable and unfavorable, that a person receives in an exchange. Most people the term product means a tangible good, service, or idea.

the elements of a brand that cannot be spoken. e.g- the well-known Mercedes-Benz or Nike symbols.

Manufacturer’s Brand- the brand name of a manufacturer. e.g.- Fruit of the Loom. AKA “national brand”. Private Brand- a brand name owned by a wholesaler or a retailer. No longer seen as…

1. Product identification. 2. Repeat sales. 3. New-product sales. The most important purpose is Product Identification.

the exclusive right to use a brand or part of a brand. These are parts of a brand or other product identification may qualify for trademark protection. ( sounds, shapes, ornamental colors…

Individual Branding- Uses different brand names for different products. They use this when products vary greatly in use or performance. Family Branding- marketing several different products under the same brand name. e.g-…

A trademark for a service.