COMMERCE 2MA3 Lecture Notes - Lecture 20: Brand Equity, Private Label, Laundry Detergent
7 Nov 2016
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Document Summary
The brand is very visible and chic with strong brand equity, high awareness and intense loyalty. Marketers start with the core customer value what potential customers are seeking. Then, the actual physical product and add associated services to round out the offering. The needs of the customers are going to be different. Specialty willing to spend loads of time if required; for example: canada goose coats. Shopping willing to spend some time but may not be as brand loyal, but rather find out, which is the best for your need; for example shoes. Unsought consumer do not want to look at these items; funeral services. Depth number of products categories in the product line. Google, yahoo, ebay are just some companies associated with their urls. Three main areas where marketers make decisions are mentioned on this slide. These areas are the areas, which marketers are concerned about. Awareness how many of your customers understand and know about your brand.
