PRENSENTED BY:-

ASHUTOSH PRATAP SINGH

ROHITASH KALRA
Basic Product Concepts
A product is a goods, service, or idea
Tangible Attributes
Intangible Attributes

Product classification
Consumer goods
Industrial goods
Product Types
Buyer orientation
Amount of effort expended on purchase
Convenience
Shopping
Specialty
Brands
Bundle of images and experiences in the
customer’s mind
A promise made by a particular company
about a particular product
A quality certification
Differentiation between competing products
The sum of impressions about a brand is the
Brand Image
What is a Brand? 

It’s the company’s definition of what

they have to offer.
A brand is a product that has a
personality.
A promise to the customer.
What the customer knows about your
specific product.  It’s your image. 
How the company or product is
perceived?
What is a Brand? 

A set of product perceptions by the

consumer.
It is a personality developed over time.
A brand signifies a relationship with the
customer. 
It is the company’s most valuable asset.  It’s
also the main differentiator, the best
defense against price competition, and the
key to customer loyalty. 
Competitors can copy your features and
benefits, but they can’t steal your brand.
It’s a promise.  But it must be backed up by
performance.
 Product vs. Brand 

A product is A brand is something

something that is that is bought by a
made in a factory  
customer
A product can be A brand is unique.
copied by a
competitor. 
A successful brand is
A product can be timeless
quickly outdated.  
 
Local Products and
Brands
Brands that have achieved success
in a single national market
Represent the lifeblood of
domestic companies
Entrenched local products/brands
can be a significant competitive
hurdle to global companies
Global Products and
Brands
Global products meet the wants
and needs of a global market and is
offered in all world regions
Global brands have the same
name and similar image and
positioning throughout the world
Global Products and
Brands
A multinational has operations in different
countries. A global company views the
world as a single country. We know
Argentina and France are different, but we
treat them the same. We sell them the
same products, we use the same
production methods, we have the same
corporate policies. We even use the same
advertising—in a different language, of
course.
- Alfred Zeien Former Gillette CEO
What is a Brand? &
Brand Identification
A brand is much more than a name—it’s
a symbol, trademark, logo, term, sign,
design or combination, which
distinguishes a product from others.
Sets a company’s products apart from
competition. It’s the perception of the
product in the minds of the consumers
Your first opportunity is in the name.
Easier to order and remember.  
Most important is consistency—globally
too. 
What is a Brand? &
Brand Identification -2-
Examples:

1.    Mercedes promises well-built,

prestigious, safety, performance.

2.    Co branding/Dual branding: "Intel inside."

 What is a Brand? &
Brand Identification -3-
More Examples:
4.    Need to keep it fresh. Look at Coca-Cola.
Its image is as fresh today as when it
started. It’s not luck. It’s careful nurturing
and development of the brand.
Can exploit brand equity with brand
extensions, if there is value.
What is a Brand? &
Brand Identification -4-
A brand can convey:
Attributes + Benefits + Values + Culture +
Personality

Seller’s promise to deliver a specific

set of features.

Brand equity is the value a brand

adds to the product.