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Kotler POM13e Student 08
Kotler POM13e Student 08
• What Is a Product?
• Product and Services Decisions
• Branding Strategy: Building
Strong Brands
• Services Marketing
• Line filling
• Line stretching
• Product attributes
• Product benefits
• Product beliefs and values
Desirable qualities
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and
remember
3. Distinctive
4. Extendable
5. Translatable for the global economy
6. Capable of registration and legal protection
Copyright © 2010 Pearson Education, Inc.
Chapter 8 - slide 26
Publishing as Prentice Hall
Branding Strategy: Building Strong
Brands
Brand Sponsorship
• Manufacturer’s brand
• Private brand
• Licensed brand
• Co-brand
• Government
• Private not-for-profit organizations
• Business services
• Service differentiation
• Service quality
• Service productivity