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What is a product category in marketing?
A product category is a group of similar products that share related characteristics. Product category marketing focuses on promoting certain categories to meet consumer expectations. Your distinct offerings and customer personas should guide the organization and grouping of your product categories.
What is brand categorization?
However, there are some brands that are not even evaluated for purchase and these are in the foggy set. In the marketing literature, this conceptualization is called brand categorization (Brisoux & Laroche, 1980). This taxonomy assumes that consumers are able to properly categorize each brand in these sets.
