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BRAND EQUITY (Brand elements (Packaging (Design of containers or wrappers…
BRAND EQUITY
Brand elements
Names
Captures central theme of products
Simple
Meaningful and familiar
Unique
Logos and symbols
Visual elements play a crucial role
Indicate origin, ownership or association
Corporate trademarks
Abstract designs
Distinctive and recognizable
Characters
Central roles in campaigns and package designs
Brand awareness
Relationships between consumers and the character presence of a brand
Slogans
Phrases that communicate descriptive information about the brand
Extremely eficient to build brand equity
Jingles
Musical messages
Communicate brand benefits
Brand awareness
URL´s
Register and pay for the name
Brand recall
Packaging
Design of containers or wrappers for a product
Aesthetic and funcional components
Facilitate product transportation
Identify the brand
Funcional design is crucial
Criteria
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable