Category Baggage

Created: March 6, 2023
Updated: January 8, 2024

Category baggage - the mental associations that come with a product or service category.

The reputation of an entire category.

Example of Category Baggage

Example Category:

Car Rental

Example Baggage (negative mental associations):

Little kiosk at the airport.

  • One stressed employee.
  • Long lines.
  • The car you booked is not available.
  • Being fined for damage that was already there.

Identifying category baggage allows marketers to differentiate their products, services, or new categories.