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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.

Related Posts

  • Category Blur
  • Category Design
  • Categorization
  • Exciting Brand, Boring Category
  • The question we should be asking about Category Design

Tags

#category

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