Chapter+8

=Products, Services, and Brands: Building Customer Value=

Marketing Team: Nicole, Silas, Rikke F., Mathias, Sofie, Jiahui

Present on November 22

What is a product?
http://www.youtube.com/watch?v=1XH36bZd3Cc

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 * What is brand? How important is it?**

( Figure 8.5 at page 244)
 * Product attribute :** P&G invented the disposable diaper category with its pampers brand
 * Benefit:** Walmart & Nike
 * Beliefs and Values:** Apple


 * Brand name selection:**


 * 1) it should suggest something about the product’s benefit and qualities
 * 2) it should be easy to remember and recognize
 * 3) it should be extendable
 * 4) translate easily to foreign language
 * 5) legal protection
 * 6) unique


 * National brand vs Store brand:**

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 * Brand Sponsorship**

- National Brands vs. Store Brand - Licensing - Co-branding

Nike+Ipod Sports Kit.




 * Brand Development**

- Line Extensions - Brand Extensions - Multibrands - New Brands


 * Mananing Brands**

=Product and Service Decisions=

Product Mix Decisions

 * [[image:Nike-Logo1.jpg width="338" height="209"]]