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

C. Attract attention of customers to brand name

Create an unusual "theme"

Adopt a clever name

No. Year SIC Note
1 1996 2000 Hain repackaged its rice cakes in brightly colored, resealable cardboard canisters. He launched bite-size rice cakes in such flavors as "peanut butter crunch" and "strawberry cheesecake," & rice cake snack bars.
2 1998 2052 Keebler has made sales gains on Nabisco by focusing on advertising to children. Nabisco, however, was focused on selling its low-fat Snackwells to adults.
3 1995 2082 Excellent brand awareness — the "Pete's Wicked" brand umbrella evokes an irreverent image that is particularly appealing to younger age (21 to 35) drinkers who traditionally have higher per capita consumption levels.
4 1990 2096 Nabisco's Graham Bites (new product) were initially packaged similarly to old graham crackers. They didn't sell. So they brightened the box to yellow, changed the name. Sales are increasing and strong.
5 1987 2844 Eclipse has gone so far as to name its new sun block Skin Cancer Guard. Advertisements include a warning by the Skin Cancer Foundation about the dangers of too much sun.
6 1995 2844 P&G launched Crest Gum Care, with a reformulated version of stannous fluoride. P&G claims that Gum Care can reduce gingivitis
7 2002 3861 Kodak tried to stem the threat by immediately launching the Instamatic, a small camera using traditional film that was instant in nothing but name. Still, it was easy to use and gave amateur photographers the feeling that Kodak was trying to simplify the process.
8 1997 3999 In the traditionally functional category of food, companies such as Ben & Jerry's, Mrs. Fields, & Starbucks have tried to gain an edge with designer flavors & innovative concepts, and clever product names.
9 2004 4512 The no-frills airline EasyJet has successfully expanded into car rentals and Internet cafes and is considering launching,, and
10 1996 4813 Bell venture's new "Talk Along" plan cuts the customer segment between boroughs. Only $14.99 a month, plus 49 cents a minute during peak hours, when all the calls are made from one designated borough. Outside the borough, the rate jumps to 99 cents a minute. AT&T followed with a "me-too" that doesn't differentiate between designated areas.
11 2002 4832 Internet radio is free and commercially supported. Country-music fans can tune into, the online companion to a lower-power station near Santa Cruz, Calif., and electronic-music fans can visit

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