4. CLASSIFICATION On the basis of tangibility On the basis of purpose of use Based on functional life Based on shopping habit Based on price and quality Based on product development Based on brand hierarchy
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8. NEW PRODUCT DEVLOPMENT Consumers seek better and improved sports shoes that are comfortable and provide value for money.
15. BRAND CONCEPT NIKE symbol is kxhsxjs . Its punch line is “no pain no gain”. Similarly ADIDAS symbol is . Its punch line is “impossible is nothing. These punch line and symbols differentiate one company with other.