Category Baggage
Created: March 6, 2023
Updated: January 8, 2024
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.