Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Company and products – Help customers recognize and recall name of company and its products

B. Create brand for company or product

Use an existing company-owned brand
Use brand of a related product

Extend brand to a high-end product

No. Year SIC Note
1 1996 2000 Kraft extended its Yuban coffee brand, test-marketing gourmet varieties like African Safari Roast.
2 1994 2840 P&G developed a bar soap version of Oil of Olay moisturizer, which has captured a big share of the market despite a hefty price of $2.09 for two bars. That product helped account for an 8% price increase in the bar-soap category.
3 1988 3571 Compaq's strong reputation in the corporate market will give its new laptop its biggest push.
4 1986 3600 Schlage advertising heavily on its home security system – banking on the fact that Schlage has a trusted name.
5 2000 3695 Iomega is a hardware company with annual revenues peaking at $1.74 billion in 1997. The company's success is due to its Zip products, which are floppy like 100 MB removable disks and drives. Emerging from tough times, the company has added a few new products thus expanding Zip capacity to 250 MB and jumping into rewritable CD markets. The company is recovering by building on its core competence, removable media storage, but coming up with new products that catch the trend of the times.
6 2001 4512 United Airlines, the second-biggest commercial airline in the U.S., hopes to use its knowledge of and experience with aviation to succeed in the private jet market, whose popularity is growing due to the dropping standards of traditional air travel.
7 2000 7011 Ritz-Carlton will be opening a 5,100-square-foot duplex which is averaging $2.8 million per condominium. Ritz will be opening five golf courses, two time-share developments and spas adjacent to more than half of its hotels.
8 2003 7011 To free up capital, the InterContinental Hotel brand is moving to a franchise-and-management model for the first time. Another aspect of the expansion is into resorts, with the goal of becoming a global luxury brand.

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