Cannot differentiate between the two using usual marketing tools like focus groups. Seasonal Curve Life cycles that vary by season, clothing etc. Return to Content List Branding Part of the actual product. Without brands, shoppers choice becomes arbitrary. A name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from anothers.
Brand names simplify shopping, guarantee a certain level of quality and allow for self expression.
IE Ford, not the name for a specific product. Helps reduce the time needed for purchase. Helps buyers evaluate quality of products especially if unable to judge a products characteristics. Helps reduce buyers perceived risk of purchase. Buyer may derive a psychological reward from owning the brand, IE Rolex or Mercedes.