Think of a product that you have used recently. What are the core, actual, and augmented products?
How would you promote a shopping product differently than a specialty product?
Look at the Oreo product line. Why are there so many products? What purpose does this variety serve?
Consider the Sears brand. Which stage of the product life cycle is Sears currently in? What do you recommend it do to change this stage?
Discuss a brand to which you are loyal. Why are you loyal to the brand? How does the brand contribute to your loyalty?
Would you consider yourself a switcher, shifting loyal, split loyal, or hard-core loyal for your favorite brand? Why?
Look at the Apple brand packaging in this chapter. How does this packaging meet the criteria that we discuss in the chapter?
Review Boxed Water Is Better’s website. How do the website and packaging address environmental concerns?
Discuss a brand’s packaging. How could the brand reduce its packaging or introduce recyclable packaging?
Why are safety statements important on packaging? What might you add to product safety statements?