Chapter 2: Brand or Product

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Section I I n t r o d uct i on Chapter 2 1 3 Brand o r Product C HAPTER 2 B R A N D O R P R O D U C T FRAMEWORK UTSQ makes a distinction between the brand and the product. In most cases, when a developer talks about the product they are discussing the algorithms and user interfaces provided by the compiled version of the source code. This is a very narrow engineering point of view that is only a subset of user expectation and experience. UTSQ uses the term Brand to define the users perception of future economic gain (value in excess of costs) from access to stream of valued work product over time. the Brand includes all of the following: Anticipated work products and value Anticipated costs of generating work products Risk of unanticipated costs Timing risk for future capabilities Risk of failure work product not as good as anticipated or catastrophic failure with consequential damages to user. When the user talks about the Brand, they are discussing a complex mix of capabilities, current and future, operating costs, trust of the developer to deliver future enhancements, and quality of the code base to protect them from catastrophic failure.
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Section I I n t r o d uct i on Chapter 2 1 4 Brand o r Product Figure 3-1: Developer Timeline Figure 3-2: User Timeline ECONOMETRIC MODEL

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