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Brand Elements (Types of Brand Extensions (Product form extension (brand…
Brand Elements
Types of Brand Extensions
Product form extension (brand launched in diff. form)
Companion product extension
Extensions of customer franchise (ext. of prod. range)
Extensions of Company Expertise (to help introductions)
Extensions of Brand Distinction
Extensions of Brand Image/Prestige
Distinctive taste, ingredient, or component Extension
Criteria
Building Criteria
Memorability
Meaningful
Likeable
Defensive Criteria
Transferable (across products)
Adaptable
Protectable
Types
Name
(its role)
Identifier
Communicator
Protector (of Brand Equity)
Enabler (of company strategy)
Logo
How to make it memorable?
Letter rearrangement
Symbol + text (combinat.)