Professional Documents
Culture Documents
Product attributes can be tangible or intangible. Tangible ones are associated with the sen-
ses, with all that can be felt: shape, color, texture, etc.
Intangible ones are those that cannot be felt; examples of these are attributes of security,
benefits and other services.
Design
Consumers buy products not only to meet a specific need, but also to get pleasure from its
use, an aspect that involves values related to affection. This is why when referring to design
we must focus on the world as it is today and take into account technological advances apart
from the rough design (i.e.: the elemental handmade). In this way, the product includes new
elements that affect the future projection and daily lifestyle.
Brand
The brand refers to the product identification and differentiation. This concept is important
because there is a great competition rate based on it. The label identifies the product by its
name, that is, the word or words that will refer to the product or, if you do not remember
the name, the product can be identified by an emblem or symbol that must accompany it.
Moreover, consumer expectations are created through the brand, which is supposed to cap-
ture the attention in order to find out how successful it has been, if it is within the adverti-
sing range and if it is truly what is expected. We have to keep in mind that branding is done
depending on the levels of research, especially to meet consumer needs. The brand will be a
leader provided that it meets the expectations of selected consumers since they determine
if it is good, fair or does not exist on the market.
Container
It is of paramount importance because, in the end, it represents the true intermediary bet-
ween the producer and the consumer of goods. As for the word container, its use has
declined and is now being replaced by the word packaging, but most of us still call it
container. Containers are analyzed in marketing studies that cover the design and actions
that interact in consumers emotion so that they keep loyal to the brand printed on it. It is
necessary to recognize that in most packaged goods consumers cannot see the product itself
but they get an idea of its contents by means of the container. Therefore, we can state that
the container is the vendor of the product.
Etzel M., Walker B. and Stanton W. (2007). Brands, Packaging, and Other Product Featu-
res in M. Etzel, B. Walker and W. Stanton, Marketing. Student Edition. McGraw-Hill Higher
Education. Retrieved on September 25th 2012, from: http://highered.mcgraw-hill.com/si-
tes/0073016349/student_view0/chapter10/
Small Business Notes. (S.F.). Retrieved on September 25th 2012, from: http://www.smallbu-
sinessnotes.com/marketing-your-business/product.html