AttributesBranding

Packaging and LabelingProduct Support

Product Decisions

There are 4 product decisions to make;

1.Product attributes 2.Branding3.Packaging and labeling4.Product support

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Product Decisions1. Product attributes

FeaturesDesignQuality

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Product DecisionsProduct attributesBranding

Generic Product or Branded Product?

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Product DecisionsProduct attributesBranding

Generic ProductsNo brand nameUsually cheaper than branded goodsSometimes lower quality

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Product DecisionsProduct attributesBranding

Symbol or nameLegal protection (registration)Product success/Customer LoyaltyBrand attributes and benefitsBrand values

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Product DecisionsProduct attributesBranding

Advantages:Identify preferred productsUniform qualityTrustProduct valueProblems/complaints

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Tips for choosing brand namesShort/Easy to rememberTranslation (other languages)Easy to pronounceNot a common word

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Product DecisionsProduct attributes BrandingPackaging and labelingContains and protects productsDescribes productsProvides instructionsAttracts attentionGives details of other products under same

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Product DecisionsProduct attributes BrandingPackaging and labelingProduct support

BookletsPhone number to callWebsite Repair shop

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Product DecisionsAdapted from Marketing Fundamentals, HCT

In-house Publication

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