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Facilitation of Product Adoption, Brand Naming, and Packaging

Last updated October 30, 2008

Learning Objectives
1.	To explain the innovation-related characteristics that influence adoption of new products.
2.	To understand the role of brand naming and requirements for developing effective brand names.
3.	To describe the various elements underlying the creation of effective packages.

I. What is an innovation?

A. Innovation: An offering that is perceived as new by customers within a market segment and that has an effect on existing purchase behavior.

B. Types of Innovations - Based on degree of novelty

 

1. Continuous innovation:

2. Dynamically continuous innovation:

3. Discontinuous innovation:

II. Adoption of innovations:

A. Relative Advantage

 

B. Compatibility

 

C. Complexity

 

D. Trialability

 

E. Observability:

III. What is a good Brand Name?

A. Distinguishable from Competitors

B. Describes the brand and its attributes

C. Compatible with image, design, and packaging

D. Memorable and easy to pronounce

IV. Packaging

A. Visibility

 

 

B. Information:

 

 

C. Emotional Appeal

 

D. Workability

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This document was last modified October 30, 2008