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Products are :: the goods and services that can be offered in exchange for the purpose of satisfying a need or want.
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Consumers purchase a total product concept, which is :: the tangible and intangible benefits (attributes) a product possesses.
Branding
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A Brand is :: a name, term, symbol, design, or any combination of those that identifies a specific product and distinguishes it from its competitors.
- A brand name is :: that part of the brand that can be spoken.
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A trademark signifies that :: the brand name or symbol is registered and the business has exclusive right of use.
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A brand symbol or logo is :: a graphic representation that identifies a business or product. (Brandmark, Wordmark, Lettermark, Combination, Emblem)
Branding strategies
- As brands are classified according to who owns them,
- strategies help differentiate from competitors.
- the three main brand strategies (or ‘types’) are:
? - Manufacturer or national brand : owned by the manufacturer
- widely available
- Private or house brand : owned by a retailer or wholesaler
- (e.g. Woolworths chicken)
- Generic brand : no brand name at all
Packaging
- Packaging involves
? - the development of a container and the graphic design for a product.
- Packaging acts as a form of communication, even before reading the label
- (colour psychology)
- The main benefits of packaging:
- Preservation
- Protection
- Attracting attention
- Assisting with display
- Aids transportation & storage
Labelling
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Important part of a product’s package.
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In Australia there are laws requiring the specification of contents of food products in the labelling, and the origin of the transformation (Australian made)
- must be truthful
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labelling is :: the presentation of information on a product or its package
- Labels are ::parts of the package that contain information.