ARBUS101 Lecture Notes - Lecture 8: Brand Equity, Product Differentiation, Marketing Mix
26 Oct 2015
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Chapter 15 - marketing ii whether to buy something. Total product offer consists of everything that consumers evaluate when deciding. Product line is a group of products that are physically similar or are intended for a. Product mix is the combination of product lines offered by this manufacturer. Product differentiation is the creation of real or perceived product differences (water similar market (ex. hair care, oral care, household cleaners) bottles) Brand is a name, symbol or design that identifies the goods or services of one seller or group of sellers and distinguishes them from the goods and services of competitors. Brand equity is the value of the brand name and associated symbols. Brand loyalty is the degree to which customers are satisfied, enjoy the brand and are. Brand awareness refers to how quickly or easily a given brand name comes to mind.
