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According to the Ameriean Marketing Association(AMA),a brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."Technically speaking, then, whenever a marketer creates a new name,logo,or symbol for a new product,he or she has created a brand.

However, many practicing managers refer to a brand as more than that-as something that has created a certain amount of awareness, reputation,prominence,and so on,in the marketplace.It is the difference between a commodity and a distinctive offering that constitutes a brand.Thus,we can make a distinction between the AMA definition of a"brand"with a small b and the industry's concept of a"Brand"with a big ...

Five levels of meaning for a product

1.The core benefit level is the fundamental need or want that consumers satisfy by consuming the product or service.

2.The generic product level is a basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features. This is essentially a stripped-down,no-frills version of the product that adequately performs the product function.

3.The expected product level is a set of attributes or characteristics that buyers normally expectand agree to when they purchase a product.

4.The augmented product level includes additional product attributes,benefits,or related services that distinguish the product from competitors.

5.The potential product level includes all the augme...

书籍介绍

For students, managers and senior executives studying Brand Management.

Keller, Strategic Brand Management , 3e provides insights into how to create profitable brand strategies by building, measuring, and managing brand equity.

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