Chapter 8 Products, Services and Brands Value Creation and Branding In 1977 the CEO from the second largest computer company said publicly, “There is no reason anyone would ever want a computer in their home.” Steve Jobs disagreed. The rest is now history. What makes and Apple product distinctive or unique? Can they sustain their advantages? Are they willing and able to defend their advantages? Are their advantages easy to acquire and replicate? What’s at the deep core of Apple’s branding. Key words Product Service Products: convenience, shopping, specialty, unsought Brand Product line Product mix Service: intangibility, inseparability, variability, perishability Brand equity Store (private) brand Co-branding Line extension Brand extension What are the fundamentals required to build strong brands? Why is brand equity so important?