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1. It serves a direct, primary


need
2. Core is what consumers
actually buy


 
 
 
 

1. Offers additional benefits


2. Core is what consumers
actually buy
1. Juice packed
  bottle with colored
  label
2. Quench Thirst

  
 

1. A sense they are


treating themselves to
something special
2. Offbeat lifestyle
1. Juice packed bottle with
colored label
2. Quench Thirst

 
 


   !rands are
names,!rand
symbols
 
association
to make
enhance
productthe
core product
differentiation
concrete

Intangibles and brands relatively hard to copy by


competitors because of relatively high cost
1. Customer service

   2. Installations
  3. Repair and
delivery services,
4. warranties
5. credit
possibilities

1. A sense they are treating


themselves to something
special
2. Offbeat lifestyle
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