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Chapter 4 - Choosing Elements to Build Brand Equity - Coggle Diagram
Chapter 4 - Choosing Elements to Build Brand Equity
Different Types of Brand Elements
Character
special type of brand symbol that takes on human or real-life characteristics
Logo & Symbol
a visual trademark that identifies the brand with its design elements & non-word mark logos
Slogan
short phrases that communicate descriptive or persuasive
information about the brand
URL
a company needs to protect their brands from unauthorized use
in other domain names
Jingle
musical messages written around the brand and includes catchy hooks and choruses
Package
activity of designing and producing containers or wrappers
Brand Name
the word, phrases or words used to identify the company, product, service or concept and other core values of the brand
General Criteria When Choosing Brand Elements
Likability
fun, interesting, rich visual & verbal imagery
Transferability
within and across product categories & across geographic boundaries and cultures
Meaningfulness
descriptive & persuasive
Adaptability
flexible & updatable
Memorability
easily recognized & easily recalled
Protectability
legally & competitively
Key Tactics in Choosing Different Brand Elements
What would an ideal brand element be like?
rich with creative potential
transferable to a wide variety of product and
geographic settings
inherently fun or interesting
enduring in meaning and relevant over time
highly suggestive of the product class and benefits
strongly protectable both legally and competitively
easily remembered
Rationale for "Mixing and Matching" Brand Elements
marketers “mix and match” these brand elements to maximize brand equity
eg. meaningful brand names that are visually represented through logos are easier to remember than without reinforcement
each brand element can play a different role in building
brand equity
the entire set of these brand elements make up the brand identity which is the contribution of all brand elements to brand awareness and image
Legal Issues Surrounding Brand Elements
legally a brand name is a "conditional-type property" protected only after it has been used in commerce to identify products such as goods and services
basically a trademark is put in place so consumers do not confuse certain brands with other brands that possess similar brand elements