Primary product level, Secondary product level, Tertiary product level, Quaternary product level, Quinary product level

Initial product level, Intermediate product level, Final product level, Ultimate product level, Supreme product level

Basic product level, Standard product level, Advanced product level, Premium product level, Luxury product level

Core benefit level, Generic product level, Expected product level, Augmented product level, Potential product level

Hide the source or maker of the product, Complicate product decisions, Increase the search costs for products internally and externally, Mislead consumers about the brand

Increase the complexity of product decisions, Raise the search costs for products internally and externally, Confuse consumers about the brand, Set unreasonable expectations about the brand

Remove the source or maker of the product, Complicate product decisions, Increase the search costs for products internally and externally, Mislead consumers about the brand

Identify the source or maker of the product, Simplify product decisions, Lower the search costs for products internally and externally, Helps set reasonable expectations about what consumers may not know about the brand

Simplify product handling and tracing, Help disorganizing inventory and accounting records, Offer the firm illegal protection for unique features or aspects of the product, Provide unpredictability and insecurity of demand for the firm and removes barriers of entry for competitors

Complicate product handling and tracing, Hinder organizing inventory and accounting records, Deny the firm legal protection for unique features or aspects of the product, Create unpredictability and insecurity of demand for the firm and removes barriers of entry for competitors

Simplify product handling and tracing, Help organizing inventory and accounting records, Offer the firm legal protection for unique features or aspects of the product, Provide predictability and security of demand for the firm and creates barriers of entry for competitors

Complicate product handling and tracing, Hinder organizing inventory and accounting records, Deny the firm legal protection for unique features or aspects of the product, Create predictability and security of demand for the firm and removes barriers of entry for competitors

Radio advertising and Television commercials

Billboard ads and Brochure distribution

Social media platforms and Peer-to-peer sharing

Traditional media and Print media

Best known, Most highly regarded, Maintaining brand relevance and differentiation

Least known, Least highly regarded, Ignoring brand relevance and differentiation

Moderately known, Moderately regarded, Occasionally maintaining brand relevance and differentiation

Well known, Well regarded, Sometimes maintaining brand relevance and differentiation

Identifying and Developing Brand Plans, Designing and Implementing Brand Marketing Programs, Ignoring Brand Performance, Growing and Sustaining Brand Equity

Identifying and Developing Brand Plans, Designing and Implementing Brand Marketing Programs, Measuring and Interpreting Brand Performance, Growing and Sustaining Brand Equity

Identifying and Developing Brand Plans, Designing and Implementing Brand Marketing Programs, Measuring and Interpreting Brand Performance, Reducing Brand Equity

Ignoring Brand Plans, Avoiding Brand Marketing Programs, Neglecting Brand Performance, Reducing Brand Equity

Marketing elements

Product elements

Sales elements

Brand elements

Rational and tangible related to product performance of the brand, Or may be more symbolic, emotional, and intangible related to what the product represents

Irrational and intangible related to product performance of the brand, Or may be more symbolic, emotional, and intangible related to what the brand represents

Rational and tangible related to product performance of the brand, Or may be more symbolic, emotional, and tangible related to what the brand represents

Rational and tangible related to product performance of the brand, Or may be more symbolic, emotional, and intangible related to what the brand represents

Identification of source of product, Assignment of responsibility to product maker, Risk reducer, Search cost reducer, Promise, bond, or pact with maker of product, Symbolic device, Signal of low quality

Identification of source of product, Assignment of responsibility to product maker, Risk increaser, Search cost increaser, Promise, bond, or pact with maker of product, Symbolic device, Signal of low quality

Identification of source of product, Assignment of responsibility to product maker, Risk reducer, Search cost reducer, Promise, bond, or pact with maker of product, Symbolic device, Signal of high quality

Identification of source of product, Assignment of responsibility to product maker, Risk reducer, Search cost reducer, Promise, bond, or pact with maker of product, Symbolic device, Signal of quality

Generate consumer interest, support, and loyalty, Create an image and establish positioning within an industry, Decrease price margins, decreased sales volumes, and lower profits

Reduce consumer interest, support, and loyalty, Destroy an image and establish negative positioning within an industry, Decrease price margins, decreased sales volumes, and lower profits

Generate consumer interest, support, and loyalty, Create an image and establish positioning within an industry, Produce higher price margins, increased sales volumes, and greater profits

Reduce consumer interest, support, and loyalty, Create an image and establish positioning within an industry, Produce higher price margins, increased sales volumes, and greater profits

Means of identification to simplify handling or tracing, Means of legally protecting unique features, Signal of quality level to satisfied customers, Means of endowing products with unique associations, Source of competitive disadvantage, Source of financial losses

Means of identification to simplify handling or tracing, Means of legally protecting unique features, Signal of quality level to satisfied customers, Means of endowing products with unique associations, Source of competitive advantage, Source of financial returns

Means of identification to complicate handling or tracing, Means of illegally protecting unique features, Signal of low quality level to dissatisfied customers, Means of endowing products with common associations, Source of competitive disadvantage, Source of financial losses

Means of identification to simplify handling or tracing, Means of legally protecting unique features, Signal of high quality level to satisfied customers, Means of endowing products with unique associations, Source of competitive advantage, Source of financial returns

Nike, Adidas, Puma

Mercedes-Benz, Nescafé, Sony

Toyota, Honda, Ford

Apple, Google, Microsoft

American Express, British Airways, Grab, Food Panda

Starbucks, Dunkin', Tim Hortons, Costa Coffee

McDonald's, KFC, Subway, Burger King

Walmart, Target, Costco, Aldi

Lady Gaga, Jobstreet, Air Asia

Bill Gates, Elon Musk, Jeff Bezos

Coca-Cola, Pepsi, Sprite

McDonald's, Burger King, Wendy's