Building Brand Equity: Brand Elements (The six criteria (Likability ,…
Building Brand Equity: Brand Elements
The six criteria
, elements can be chosen that are rich in visual and verbal imagery and inherently fun and interesting
, how useful is the brand element for range or category extensions, the less specific the name the more easily it can be transferred across categories
(two important elements to meaning, '
General information about the nature of the product category
' in terms of descriptive meaning. '
Specific information about the particular attributes and benefits of the brand
' in terms of persuasive meaning
brand elements have to be updated over time because of changes in consumer values and opinions.
(Intrinsic nature of names, symbols, logos which are memorable)
, formally register elements with appropriate legal bodies, and vigorously defend trademarks from unauthorized competitive infringement
(important as it captures the central theme or key associations of a product)
, to enhance brand recall, it is desirable for the brand name to be simple and easy to pronounce or spell. Short names often aid recall because they are easy to encode and store in memory
, distinctive brand names facilitate the learning of intrinsic product information
, it is believed that brand awareness is improved when brand names are chosen that are simple and easy to pronounce or spell, distinctive and unusual
Logo's and symbols
. Visual brand elements can play a critical role in building brand equity , especially in terms of brand awareness.
, are easily recognized and can be valuable way to identify products. Because logos are often abstract, without much product meaning, they can be relevant an appropriate in a range of product categories.
, represent a special type of symbol, one that takes on human or real-life characteristics
, they are often colorful and rich in imagery, they tend to attract attention. Brand characters can help brands break through the marketplace clutter as well as help to communicate a product benefit. The human element of characters can help create perceptions of the brand as being fun and interesting
, communicate descriptive or persuasive information about the brand
, Slogans can help to reinforce brand positioning and desired point of difference. Slogans can also become closely tied to ad campaigns, and used to summarize the descriptive or persuasive information conveyed in the ads
, To achieve marketing objectives to satisfy consumers aesthetic and functional components (Shape, size, material, colour) must be chosen correctly
is one of the most important elements. Some packaging designers say that consumers have a colour vocabulary. E.g. milk in white container
, one of the strongest associations consumers have. Important for brand recognition. Info conveyed by or inferred from packaging can build valuable brand associations