Section outline

  • Brand

    Unit Objectives

    1. Define a Product and describe the three levels of a product
    2. Explain Product Line and Mix Decisions
    3. Understand the difference between a Product and a Brand
    4. Comprehend Brand Characteristics and Benefits
    5. Know brands name strategies
    6. Apply the Boston Consulting Matrix

    • Interbrand Brand Ranking URL

      Interbrand is a brand consultancy, specializing in brand strategy, -analytics, -valuation, corporate design, digital brand management, packaging design and naming. They publish the Best Global Brands Report on an annual basis. The report identifies the world’s 100 most valuable brands.

      Three key indicators determine the brand value:

      • the financial perfomance of the branded products or services,
      • the role of brand in the purchase decision process and
      • the strength of the brand.

    • ♦ ♦ ♦ Did You Understand? ♦ ♦ ♦

    • Multiple Choice Questions to Section 6 Quiz
    • BCG Matrix Quiz
      Students must
      Mark as done

      Correct answers will fit into bubbles, incorrect answers will jump back. Ignore grade result.