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Brand name awareness Perceived brand equity Brand associations Brand Loyalty |
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Recognition Preference Insistence |
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Manufacturer brands Private Distributor brands Generic brands |
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SIX 1) Easy to say / remember 2) suggests benefits 3) distinctive 4) extendable 5) translate culturally 6) legal protection = SUE Say DEBTS |
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SUE **generic beware! Kleenex |
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all firm's product with same name or part of same name |
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| using existing brand to brand a new product in different product category |
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credit card company + airlines |
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product designed closely related...but to meet different customer needs Food Candy |
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THREE 1) Quality 2) Aesthetic 3) functional |
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| New Product Development Process |
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Definition
Idea Screen Concept testing Marketing Strategy Business analysis Product Development Test Marketing Commercialization |
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Standard Controlled Simulated |
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