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 the name of a well-known generic product

No. Year SIC Note
1 1989 2024 Kraft is advertising its new fat-free ice cream as "non-fat ice cream," even though FDA standards say ice cream has to have at least 10% butterfat. They think the term is more appropriate and appealing than ice milk or frozen dairy dessert.
2 1994 4813 MCI is trying to create a brand name for itself through such programs as Friends & Family, and Friends Around the World. Seems to be working. MCI promoted 1-800-COLLECT without mentioning MCI and billed through regional phone companies.

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