Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

A company must consider four special service characteristics when designing marketing programs. Interactive marketing is not one of these characteristics.

The brand’s positioning will not take hold fully unless everyone in the company lives the brand. Therefore the company needs to train its people to be customer-centered.

Canada Dry and Colgate-Palmolive have appointed brand equity managers to maintain and protect their brand’s images, associations, and quality, and to prevent short-term actions by over-eager brand managers from hurting the brand.

Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.