AttributesAttributesincludequalityandfeaturesThe Internet increases customerbenefits inmanyways.Media,music,software andotherdigitalproductscanbepresentedonthe Web·MasscustomizationispossibleUserpersonalizationofthe shoppingexperiencecanbeachieved7000000110000070070010070C2006PrenticeHal
©2006 Prentice Hall 10-6 • Attributes include quality and features. • The Internet increases customer benefits in many ways. • Media, music, software and other digital products can be presented on the Web. • Mass customization is possible. • User personalization of the shopping experience can be achieved. Attributes
BrandingAbrandincludesaname,symbolorotherinformation.·Abrandrepresentsapromiseorvaluepropositionto its customers.Brandequityisthe intangiblevalue of a brand,measuredindollarseBay,Yahoo!andAmazon rank among thetop100 brands in the U.SAgreatbrandtapsintopopularculture andtouches consumers10010101001117010000100101110100102006PrenticeHa
©2006 Prentice Hall 10-7 Branding • A brand includes a name, symbol or other information. • A brand represents a promise or value proposition to its customers. • Brand equity is the intangible value of a brand, measured in dollars. • eBay, Yahoo! and Amazon rank among the top 100 brands in the U.S. • A great brand taps into popular culture and touches consumers