other benefits. The second level of the product – the tangible product – would include
such factors as design, quality and packaging. A designer label jacket would have a certain
cut and style. The third level is the augmented product which would include such
factors as after-sales service, guarantees, image and brand name. Kotler (1994) adds an
extra two levels – the generic product, which comes after the core product and refers to a
basic version of the product, and the potential product after the augmented product
which includes all of the possible augmentations that the product could go through in
the future.2