Intro to Business › Section K · Products and pricing › Topic K.7
Creating products that deliver value, and branding
New products keep a company alive, but most ideas never make it to the shelf. A disciplined development process weeds out the weak ones, and a strong brand gives the survivors a lasting edge.
In this topic
- Why firms keep launching products
- A six-step development process
- Goals, ideas and screening
- Worked example: screening two ideas
- Concept, test market and rollout
- The product manager
- What a brand is
- Brand equity and loyalty
- Worked example: putting a price on brand equity
- Branding choices
- Common mistakes to avoid
- Key takeaways
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