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Chap 4 Choosing Brand Elements to Build Brand Equity (d) 7 Options（选择） and…
Chap 4 Choosing Brand Elements to Build Brand Equity
a) Brand Element（牌子成份）
Serve to identify and differentiate the brand.
= Brand Identities（牌子身份）
b) 4 Purpose to choose (have) brand elements
2) To facilitate（使容易/ 促进） the formation of strong, favorable and unique brand associations.
3) To trigger positive brand judgement and feelings.
1) To enhance brand awareness.
4) To create loyalty.
c) 6 Criteria（标准) for Choosing Brand Elements
3) Likability
Fun, interesting, rich visual and verbal imagery（比喻）, & aesthetic（有艺术的）.
4) Transfer ability
Across product categories, geographic boundaries and cultures.
2) Meaningfulness
Descriptive（描述的) and Persuasive（可说服的）.
5) Adaptability
Flexible（灵活的） and updatable.
1) Memorability
Easily to recognized（认出） and recalled（回想起）.
6) Protect ability
Legally（合法的） and competitively（有竞争力的）.
d) 7 Options（选择） and Tactics for Brand Elements:
4) Character
5) Packaging
3) Slogan
6) URL
2) Logo
7) Jingles
1) Brand name