Professional Documents
Culture Documents
Chapter Eight: Product, Services, and Brands: Building Customer Value
Chapter Eight: Product, Services, and Brands: Building Customer Value
Chapter 8 - slide 1
Products, Services, and
Branding Strategy
Topic Outline
• What Is a Product?
• Product and Services Decisions
• Branding Strategy: Building
Strong Brands
• Services Marketing
Consu
mer
product
s
Industri
al
product
s
• Manufacturer’s brand
• Private brand
• Licensed brand
• Co-brand
• Government
• Private not-for-profit organizations
• Business services