Refers to the benefits that consumers pursue when purchasing a certain product

Product quality level, appearance features, style, brand name and packaging, etc.

All additional services and benefits that customers receive when purchasing tangible products, Including providing credit, free shipping, warranty, installation, after-sales service, etc.

Consumer goods that are purchased frequently, can be purchased when needed, and take the least effort and time to compare. Such as milk and eggs, please pay attention to the address

Compare the color, style, quality, price, etc. of consumer goods from multiple stores before purchasing. Such as furniture and electrical appliances, pay attention to product quality

Consumers can identify which brands of goods are of high quality and low price, but of inferior quality and high price, and are habitually willing to spend more time and energy to purchase consumer goods. Such as cars and houses, pay attention to product prices

Items that customers do not know about, or items that they know about but have no interest in purchasing. For example, pay attention to promotions of new products that have just been launched, life insurance, encyclopedias, etc.

The so-called product portfolio refers to the combination of all product categories and product items produced or sold by a certain enterprise.

width

length

depth

relevance

1. Expand product portfolio

2. Reduce product portfolio

3. Product extension

The characteristics of services and the elements that make up services are often intangible and insubstantial.

The benefits of using the service are also difficult to detect

The service production process and consumption process are carried out simultaneously, and the two are inseparable in time.

The components of services and their quality levels change frequently and are difficult to define uniformly.

Based on the imperceptible form of services and the simultaneous production and consumption of services, it is impossible for services to be stored for future sale like tangible consumer goods and industrial supplies.

There is no transfer of ownership of anything involved in the production and consumption of services.

The so-called brand is the brand of the product. It is the business name specified by the seller for his product. It usually consists of elements such as words, marks, symbols, patterns and colors or a combination of these elements. It is used as a seller or seller. The group's logo to differentiate its products from those of competitors.

Six levels of brand meaning

A trademark is essentially a legal term that refers to a brand or part of a brand that has obtained exclusive rights and is protected by law. Trademarks are intangible assets of an enterprise, and well-known trademarks are a huge wealth of an enterprise.

Brand product advantages

Unbranded product purpose

middleman brand

(1) Individual brands

(2) Unified brand

(3) Classified brands

(4) Company name plus individual brands

Brand extension strategy refers to a company using the reputation of its successful brand name to launch improved or new products, including the introduction of new packaging specifications, fragrances and styles. By adopting this strategy, enterprises can save the cost of promoting and introducing new products, so that new products can enter the market quickly and smoothly.

Multi-brand strategy refers to a company operating two or more competing brands at the same time. This strategy was pioneered by Procter & Gamble

reason

reason

Considerations

The integrated operation of modern design concepts and business management theory is combined to depict the corporate personality, highlight the corporate spirit, and create a deep sense of identity among consumers to achieve the purpose of promotion.

Components