Marketing Science 2000
Brand name and marketing strategy
Abstract
Brand name is traditionally viewed as an addition to a product. New views say that product is a part of a brand name, Brand name is set of attributes that promises satisfaction to a customer who purchases certain product or service. Brand name is combination of: attributes (like product), customer usability (need or want that it satisfies) and value (what connects customer to a product). Brand is made when marketing adds value to a product in the differentiation process from the other products with similar attributes and uses.
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