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Product, Branding, and Packaging Decisions


When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1Describe the components of a product.
LO 2Identify the types of consumer products.
LO 3Explain the difference between a product mix's breadth and a product line's depth.
LO 4Identify the advantages that brands provide firms and consumers.
LO 5Explain the various components of brand equity.
LO 6 Determine the various types of branding strategies used by firms.
LO 7 Distinguish between brand extension and line extension.
LO 8 Indicate the advantages of a product's packaging and labeling strategy.










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