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3. Marketing and design of products and services
3.1 Brand or trade name question
Brand/trade name: identical notions, one applying to a product, the other to a service.
The importance of the brand is proportional to the volume of distribution targeted by the company.
The brand is a strong point of reference for customers, thanks to its evocative power, image, potential memorability and notoriety. The brand as a reference point anchors the offer in the memory of potential buyers, and thus encourages future sales in the sea of alternative offers.
The credibility of brands depends on the quality and consistency of their expressive attributes (colors, graphics, supports,...
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Marketing and design of products and services
Marketing and cash flow
References
Marketing
- (1) - KOTLER (P.) - Marketing management - . Publi-Union, Paris, 2000.
- (2) - BERTIN (S.), MIRCHER (C.) - Réinventer le marketing - . Maxima, Paris, 2000.
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