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1、1What is a brand2Rest Stop:Previewing the Concepts1.What is a brand?2.Brands versus products3.The importance of brands3What is a brand A brand is: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 differe
2、ntiate them from those of the competition(AMA)4What is a brand Technically speaking,whenever a marketer creates a new name,term,sign,slogan,logo,symbol,or design,or a combination of them for a new product,a brand is created.5Brands versus productsFive levels of products:the core benefit product leve
3、l the generic product level the expected product level the augmented product level the potential product levels6Brands versus productsthe core benefit product level:the fundamental need or desire that consumers satisfy by consuming the product or service.For example,a refrigerator offers the core be
4、nefit level of be fresh and frozen.7Brands versus productsthe generic product level:a basic version of a product containing only those attributes or characteristics absolutely necessary for its functioning,but with no distinguishing features.For example,a refrigerator provides a generic product with
5、 sufficient cooling capacity,an acceptable energy efficiency rating,and low noise index.8Brands versus productsthe expected product level:a set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.For example,consumer reports indicate that for a typi
6、cal large refrigerator,consumers expect at least automatic defrosting system,automatic temperature regulator,limited noise,environmentally friendly refrigerants,and so on.9Brands versus productsthe augmented product level:refers to additional product attributes,benefits,or related services that dist
7、inguish the product from competitors.For example,the augmented product level of a refrigerator includes selective features that it might include such as certifications of UI,CE,CB,ROHS,materials of plastic or stainless steel,defrost types of auto-defrost,frost-free,and manual defrost features,and so
8、 on.10Brands versus productsthe potential product level:is all the augmentations and transformations that a product might ultimately undergo in the future.For example,a refrigerators potential product level is to be silently running,greatly and automatically keep flesh for food and vegetables,and co
9、mpletely energy self-sufficient.11Brands versus productsA brand:is therefore more than a product because it can have dimensions that differentiate a product in some way from other products designed to satisfy the same need.These differences may be rational and tangiblerelated to the product performa
10、nce of a brandor more symbolic,emotional,and intangiblerelated to what a brand represents.12Brands Some brands:create competitive advantages through product performance.For example,brands such as DJI,Huawei,Haier,and others have been leaders in their product categories for many years,due,in part,to
11、continual innovation.13Brands other brands:create competitive advantages through not only product performance,but brand image as well.For example,White Rabbit,Phoenix Bikes,Quan Ju De,and others have been leaders in their product categories for decades through their understanding of consumer motivations and desires and by creating relevant and appealing images surrounding their products.