Page 50 - PRODUCT

4.2 BENEFIT OF BRANDING

Functions to consumer:
–Identify products that might benefit

–Tell something about product quality
–Will always get the same features, benefit & quality each time

buy

Functions to firm:
–Basis to promote about product’s special qualities

–Legal protection

–Segment market

4.3 ATTRIBUTES OF BRAND

Relevancy

Timely: dynamic and ongoing process.
The marketplace is continually changing-social trends, the

economy, consumer demographics, media and other technology,
competitive factors and more, all can impact the relevance of a

brand's positioning.