Tài liệu giáo trình môn Marketing management_ Chapter " Product Decisions", dành cho sinh viên bậc đại học, cao học đang theo học các ngành kinh tế, marketing. | MARKETING Mit tHttlHl RUSSELL S. WINER Product Chapter 7 Decisions E h Key Learning Points Elements of brand equity developing strong brands and brand extensions. Developing and using perceptual maps to make positioning and repositioning decisions. Global and technology-related issues in positioning and branding. Product line management. Issues in packaging and product design. f f . Branding Brands offer or influence - Consumer s expectations of quality - Risk reduction - Prestige Branded products are perceived as superior to generic equivalents. Changing the brand name is often a key strategy for troubled brands. - Swissair is one .
