ADM 2320 Lecture Notes - Lecture 8: Brand Equity, Services Marketing, Service Recovery

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Gurprit Kindra

Document Summary

Labelling: informational labelling (e. g, nutrition info, ingredients, best before , may contain ) > designed to help the consumer make proper product selections: brand, ingredients, made in, directions for use, safety precautions etc: persuasive labelling (e. g, winner of trust brand award ) > focuses on a promotional theme or logo and consumer information is secondary e. g, the number of product lines offered by a rm is known as its _______________. D) product breadth b) product mix product assortment c) product depth e. g, the relationship between a product or service"s bene ts and its costs is known as. D) brand association b) brand awareness quality perception c) perceived value e. g, brand extension can be successful, but it can also dilute brand equity. All of the following except are considerations that marketers should be aware of and try to avoid: B) from the core brand: there should be a t between the product class of the core brand and the extension.