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

Relative benefits – Help customers understand the unique benefits of your product

B. Establish reputation for brand

Use brand name to establish reputation
Use name to suggest unique benefit

Use adjectives not usually associated with product

No. Year SIC Note
1 2004 0 To make products stand out and appear to deliver more value for their size, companies often invent evocative labels. The ambiguous portion sizes prevent customers from making comparisons. While subjects organized product sizes in significantly similar ways, the way the product is labeled can affect how much someone will consume. Most producers want customers to think of the products as larger, at Starbucks, a small is labeled as "tall."
2 1992 2052 Many private labels are touting a premium image. Loblaw, for example, has a Decadent cookie that's very successful. It costs the same amount as Nabisco, but its national advertising is minimal.
3 2003 2082 The booming trade in malt beverages created a shortage of a product that is aged at least 12 years. In response, Diageo began mixing malts from its distilleries and calling it "pure malt" creating tensions within the Scotch Whisky Association, who demanded that they inform consumers of the difference.

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