See the diagram below that outlines the 3 different layers of a product: 1) core customer value, 2) the actual product, and 3) the augmented product. Think of a NEW idea for a product or service that is not currently offered by your chosen brand and propose what you will offer for the product or service for EACH of the 3 layers in the diagram. When defining core customer value, consider the most fundamental benefit that your product or service will provide and explain whether those benefits are functional, emotional, or both. When defining the actual product, pick ONE of the elements in the diagram - brand name, features, design, quality level, or packaging - and explain what you will offer through that ONE element. When defining the augmented product, pick ONE of the elements in the diagram-delivery and credit, after-sale service, product support, or warranty - and explain what you will offer through that ONE element. You should write one paragraph for each of the 3 product layers for a total of 3 paragraphs. Remember that, when determining your proposal for a new product or service, you must decide whether that product or service falls under an existing brand within the company or if it can be sufficiently differentiated from existing brands so as to create a new brand. Delivery and credit Augmented Product Actual Product Brand name Quality level Product eunnort Features Core Customer Value Packaging Design After- sale service Warranty At the most basic level, the company asks, "What is the customer really buying? For example, people who buy a Harley-Davidson aren't just buying a motorcycle. They are buying the Harley experience freedom, independence, power, and authenticity.