Category Baggage
Category baggage – the mental associations that come with a product or service 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.
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