The branding of products that have similar characteristics, form, features, and benefits is a tough job for marketers. Some marketers have had success with products like Lilydale chickens and Bayer aspirins. Others struggle to keep their brand names out of "common usage" such as Xerox and Kleenex for copiers and tissues. Which of the following bases for differentiation involves calculating customer value versus company cost?
A) style
B) reliability
C) features
D) durability
E) form

Question

Quizplus · Accepted Answer

Calculating customer value versus company cost is a basis for differentiation that involves the product features. Marketers need to determine which features are most valuable to customers and which ones the company can afford to include in the product. This process helps to create a unique selling proposition that sets the product apart from competitors.

The Branding of Products That Have Similar Characteristics, Form, Features