CHAPTER 1

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 the competition

• Brand "small b"

• BRAND "big B"

• Product

anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or a want

• Brand "small b"

• BRAND "big B"

• Product

something that has created a certain amount of awareness, reputation, prominence and so on, in the marketplace.

• Brand "small b"

• BRAND "big B"

• Product

Estée Lauder cosmetics, Porsche automobiles and Orville Redenbacher popcorns

• Brand names based on people’s names

• Brand names based on places

• Brand names with inherent product meaning

• Brand names suggesting important benefits

• Brand names based on prefixes and suffixes

Santa Fe cologne, Chevrolet Tahoe SUV, and British Airways

• Brand names based on people’s names

• Brand names based on places

• Brand names with inherent product meaning

• Brand names suggesting important benefits

• Brand names based on prefixes and suffixes

Lean Cuisine, Ocean Spray 100% Juice Blends, and Ticketron

• Brand names based on people’s names

• Brand names based on places

• Brand names with inherent product meaning

• Brand names suggesting important benefits

• Brand names based on prefixes and suffixes

DieHard auto batteries, Mop & Glo floor cleaner, Beautyrest mattresses and TripAdvisor

• Brand names based on people’s names

• Brand names based on places

• Brand names with inherent product meaning

• Brand names suggesting important benefits

• Brand names based on prefixes and suffixes

Lexus automobiles, Pentium microprocessors, and visteon auto supplies

• Brand names based on people’s names

• Brand names based on places

• Brand names with inherent product meaning

• Brand names suggesting important benefits

• Brand names based on prefixes and suffixes

Is the fundamental need or want that consumers satisfy by consuming the product or service

• Core benefit level

• Generic product level

• Expected product level

• Augmented product level

• Potential product level

1. Is a basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features.

• Core benefit level

• Generic product level

• Expected product level

• Augmented product level

• Potential product level