MKTG 409 - Ch. 10: Product, Branding and Packaging Concepts
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Last updated 10:26 PM on 6/17/25
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12 Terms
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Product components
core product, supplemental features,
symbolic/experiental
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core product
basic benefit
ex: transportation from car
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supplemental features
added value
ex: GPS system
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symbolic/experiential
brand prestige, experience
ex: luxury appeal
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types of brands
manufacturer, private distributer, generic
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manufacturer brand
created by producers
ex: nike
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private distributer brand
owned by retailers
ex: kirkland at Costco
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generic brand
no brand name, usually low price
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brand elements and protection
brand name, brand mark, trademark
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brand name
spoken part
ex: "coca-cola"
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brand mark
symbol or logo
ex: nike swoosh
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trademark
legal protection of brand elements
Note 
Flashcards (46)