MKTG 409 - Ch. 10: Product, Branding and Packaging Concepts

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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