is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product service.
involves designing and producing the container or wrapper for a product
a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.
services cannot be seen, tasted, felt, heard, or smelled before purchase
quality of services depends on who provides them and when, where, and how
services cannot be separated from their providers
services cannot be stored for later sale or us
the differential effect that knowing the brand name has on customer response to the product and its marketing