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Types of Brands Brand Types: individual products, ranges, services, organizations, individuals, groups, events, places, private labels, media, and e-brands. LEARNING OBJECTIVES Name the different categories… Read More »Types of Brands : individual products, ranges, services, organizations, individuals
Brand Equity Brand equity is the value of a brand that is well-known and conjures positive associations, which helps it remain relevant and competitive. LEARNING… Read More »Brand Equity : Measuring Brand Equity
Benefits of Brand Loyalty The benefits of brand loyalty are longer tenure (or staying a customer for longer), and lower sensitivity to price. Recent research… Read More »Benefits of Brand Loyalty
Brand Loyalty Brand loyalty entails commitment and repeated consumer purchase behavior following perceived value, satisfaction, and brand trust. LEARNING OBJECTIVES Describe the conditions that must… Read More »Brand Loyalty : consumer purchase behavior following perceived value, satisfaction, and brand trust.
Benefits of Branding for the Consumer Effective branding of a product enables the consumer to easily identify the product because the features and benefits have… Read More »Benefits of Branding for the Consumer & Manufacturer & Retailer
What is the Purpose of Branding and Why Is It So Important? Branding involves researching, developing, and implementing brand names, brand marks, trade characters, and… Read More »What is the Purpose of Branding and Why Is It So Important?
Value of Branding Branding is a long term exercise, but one that reaps long-term profitability through increased customer loyalty. LEARNING OBJECTIVES Explain why a strong… Read More »Value of Branding : long-term profitability through increased customer loyalty
Branding Defining a Brand A brand refers to a name, term, symbol, or any other type of feature that defines or identifies a seller’s product… Read More »Branding : A brand refers to a name, term, symbol, or any other type
The Spread of New Products The Diffusion of Innovation The diffusion of innovation theory seeks to explain how, why, and at what rate new ideas… Read More »The Spread of New Products : four main elements that influence the spread of new ideas and technologies
Organizational Requirements for Product Development and Management Product management is an organizational lifecycle function within a company dealing with the planning, forecasting, or marketing of… Read More »Organizational Requirements for Product Development and Management