Fresh, expensive, rare, intricate, trendy, imported, attractive. The term quality can be defined in many ways—and often is, to suit the marketing goals of brand managers. Today, this semantic challenge is aimed more at broadening than narrowing the definition. To marketers, this is good because quality is a key selling point. The broader the definition, the broader the possible applications and, ultimately, the depth of consumer demand. Moreover, the U.S. economy is good, which means that consumers are moving upscale—to higher "quality" purchases. The key is to offer the quality attributes they want and that consumers accept to be high quality.
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