Products, services and branding
Products, services and branding

Start this free course now. Just create an account and sign in. Enrol and complete the course for a free statement of participation or digital badge if available.

Free course

Products, services and branding


actual product
A composite of the features and capabilities offered in a product, quality and durability, design and product styling, packaging and brand name
augmented product
Support aspects of a product, including customer service, warranty, delivery and credit, personnel, installation and after-sales support
business product
Item bought for use in a company’s operations or to make other products
consumer product
Item purchased to satisfy personal or family needs
convenience product
Inexpensive, frequently purchased and rapidly consumed item that demands only minimal purchasing effort
product life cycle
The four major stages through which products move: introduction, growth, maturity and decline
product line
A group of closely related product items that are considered a unit because of marketing, technical or end-use considerations
product mix
The composite group of products that a company makes available to customers
Goods, services or ideas
Intangible products involving a deed, a performance or an effort that cannot physically be possessed
shopping product
Item chosen more carefully than a convenience product; consumers will expend effort in planning and purchasing these items
speciality product
Item that possesses one or more unique characteristic; consumers of speciality products plan their purchases and will expend considerable effort to obtain them

Take your learning further

Making the decision to study can be a big step, which is why you'll want a trusted University. The Open University has 50 years’ experience delivering flexible learning and 170,000 students are studying with us right now. Take a look at all Open University courses.

If you are new to university level study, find out more about the types of qualifications we offer, including our entry level Access courses and Certificates.

Not ready for University study then browse over 900 free courses on OpenLearn and sign up to our newsletter to hear about new free courses as they are released.

Every year, thousands of students decide to study with The Open University. With over 120 qualifications, we’ve got the right course for you.

Request an Open University prospectus