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    CHAPTER 9 - Product, Branding, and Packaging ConceptsCONTENTS ???? (What is Product?) ???? ... Marketing Strategies) ?????? (Product Adoption Process) ??? (Branding) ??? (Packaging) ??? (Labeling ... ProcessProduct Adoption Process 2.5% 13.5% 34% 34% 16% ???? ????? ??? ??? ?? 5 ????Branding ??? (brand) ? ?
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    Consumer attitude toward extensions: an integrative model and research proposition
    behavior 5. 1. Past research 5. 2. Research propositions 6. Reciprocal effects of brand extension ... attitude on parent brand and extension category attitude 6. 1. Basic model 6. 2. Background factors 6. 3 ... ??? ???????? ?? ??? ?? ?? . 2 . An integrative model of consumer attitude toward brand extensions 9??
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    ¡Ì Additional brand extension opportunities¡ú Leveraging secondary brand knowledge¢ò. Apple 2?? ??? ?? ... : 12? 4? (?)¢ñ. Apple? ? ?? ??1. Apple ??? (Brand awareness)? ??? ??? : ???? ? ????? ?? ?? ???? ?? ... ??? ??? ? ?? ??(1) ??? ?? (Brand recognition) : Apple? ?? ?? ???(??????)? ??? ? ?? ???? ??¢Ù Brand name?
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    Brand Extension StrategyIndex Brand Extension Strategy Branding Strategy Product Family Cosmetic ... eSpoir Brand Identity Marketing Practical Consumer's Perception Summary Proposal Q ABrand extension or ... . Organizations use this strategy to increase and leverage brand equityBrand Extension
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    of a brand line extension. What the brand line extension is that launching a new product by using an ... Diet Coke, Vanilla Coke and Cherry Coke as a line extension of the main brand Coke. Even though the ... have different economic value to the company thus organisations are moving away from product- or brand
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    Burger King vs McDonald¡¯s
    than BurgerKing. In addition, Mcdonald¡¯s provide extensive menu in comparison with BurgerKing ... features. Whereas in Mcdonald¡¯s, not only burger but also side menu have particular brand name. For ... example, Mcdonald¡¯s named their menu as their own brand like McCafe, McNugget and McFlurry. These
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