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 low-end product

No. Year SIC Note
1 1984 3524 Around 1984, Honda spent $12.5 million advertising its lawn and garden equipment, 20% of the industry total ad budget, though it had only 2% of the market.
2 2001 3571 Compaq has continued to innovate. In the last year, it has unveiled a flurry of mobile gadgets. They include a hand-held computer, a two-way e-mail device and a digital music player. The iPaq pocket PC, in particular has been a smash hit. Compaq is getting new revenue streams from those products and related services.
3 2005 3577 Hewlett-Packard aims to streamline operations in its main inkjet and copier business and shift capital to new high-growth markets. In response to stagnant demand in Europe and North America, the company has introduced several new innovations for businesses design logos. The service will cost $265 and up.
4 1992 3630 Mr. Coffee is also making a water-filter pitcher that filters two quarts of water from the tap in 30 seconds to a minute.
5 2002 3711 The Porsche brand, synonymous with sports cars, will soon be releasing a sports utility vehicle in the fall, just part of a grand plan to dramatically revise the brand's image.
6 1991 8200 Berlitz exploits one of the world's most recognized brand names by putting it on language phrasebooks, travel guides, travel books, and an electronic translator.

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