品牌轉換模型ProductQuest(ppt 22頁)

Early evaluation of prototype products
Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction
Explore categories for opportunities
Test improved products vs. competitors
Fine-tuning product to optimum level prior to launch
Can include other marketing components - concept, pack, price, etc => Fine-tuning marketing mix prior to launch
Monitor products - attribute quality, brand preference
Track health and equity of product, assess changes in competitors, measure product variation against internal quality control standards
Is product manufactured at a consistently acceptable standard?

..............................