CHAPTER 7 Branding Strategies for Fashion Goods and Services

A product can be a material good or a service

includes three elements: the item, its particular attributes and its symbolic meaning

Convenience products

bought often, inexpensive, purchased out of habit, available many places

Shopping products

bought less often, more expensive, customers want to compare

Specialty products

unique and expensive, found in limited locations

Unsought products

ones consumers don’t realize they need, bought when problems arise

Product line

set of closely related products

Product mix

all the company’s lines together

Brand

The name, term, design, or symbol identifying a
product

brand name

spoken part

brand mark

the symbol

Trademark

legal destination of brand ownership

Marketers work to build brand identity

Engenders customer loyalty and conveys

Brand equity

marketing and financial value associated with brand’s strength in the
market

Brand choices

Brand licensing

is an agreement between the owner of the brand and another specialized manufacturing organization

Packaging has three major purposes

-Protection -Identfies brand -provides additional information

Fashion services

such as a haircut, college courses, automobile detailing, or plastic surgery; and business services, such as advertising and public relations, trend forecasting, or store design services.

characteristics of service