AEM 2400 Chapter Notes - Chapter 10: Planned Obsolescence, Service Mark, Cellophane

• School: Cornell University
• Department: Applied Economics & Management
• Course: AEM 2400
• Professor: Debra Perosio

Document Summary

What is a product: product everything, both favorable and unfavorable, that a person receives in an exchange, can be tangible good, service, idea, or combination. Homogeneous consumers perceive as basically similar (tvs, fridges) Increase to diversify risk: product line depth the number of product items in a product line. Brand equity the value of a company or brand name. Global brand a brand that obtains at least 1/3 of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data: repeat sales. Individual branding using different brand names for different products: family branding marketing several different products under the same brand name, co-branding placing two or more brand names on a product or its package. Global issues in branding and packaging: three options, one brand name everywhere, adaptations and modifications, different brand names in different markets, labeling, aesthetics, and climate considerations are important.