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MKTING 5 (Ways to enhance brand equity allow brand to speak for itself…

- - - - Brand awareness pyramid
        unaware of brand, brand recognition, brand recall, top of mind (toma)
        toma, the first brand recalled
- - - - Colors
        
        emotional effects
        
        vary meanings across diff cultures
        
        elegance, prestige
        
        able to satisfy cust psychological needs
      - Design & Shape (effective package design will)
        
        good eye flow, point of focus
        
        evokes diff feelings
        
        arouse emotions & specific connotations (curve lines feminine, sharp lines masculine)
        
        shapes to promote +ve perceptions (vol, beauty, harmony)
      - Size
        
        satisfy various market segment needs
        
        gain more shelf space in retail stores
        
        Physical materials
        
        increase sales and profits
        
        arouse emotions
        
        affect perceptions of product characteristics
        metal and foil (strength, prestige) / plastic (light, clean, cheap)
    - - Visibility
        
        attract attention at pop
        
        stand out on shelf without detract brand image
        
        reuire special hols packaging
        
        Information
        
        usage info, benefits, slogan
        
        stimulate trial purchases, encourage repeat purchase
        
        Emotional appeal
        
        evoke desired feeling
        
        blend info and emo content to appeal to cust
        
        Workability
        
        protect product contents against breakage
        
        easy storage and handling
        
        simple to access and use the product
        
        appear to be envt friendly