분야
docxThree Levels of Product
Brand Equity
Targeting & Positioning
Three Levels of Product
Core Value : What is the buyer really buying?(Marketers must define the core, problem-solving benefits or services that consumers seek)
Actual Product : Need to develop product and service features, design, a quality level, a brand name, and package.
Augmented product : Around the core benefit and actual product by offering additional consumer services and benefits.
Brand Equity
The positive differential effect that knowing the brand name has on customer response to the
product or service.
Brand Equity
- 중국 전통 치파오의 기본 디자인과 특징(문양, 화려한 색상, 라인)을 차용하여 타 럭셔리 브랜드와는 확연하게 구분되는 상품 제공
- 포화상태인 명품 시장 속에서 차별화된 고급화를 꿈꾸는 소비자들을 만족
- 중국 문화에 대한 깊은 이해와 관심을 표현하는 수단으로서 Shanghai Tang이 제공하는 Brand Equity를 충족
Targeting & Positioning
