Please enable JavaScript.
Coggle requires JavaScript to display documents.
CH4: Choosing brand elements to build brand equity - Coggle Diagram
CH4: Choosing brand elements to build brand equity
1. Criterias
Likability
Aesthetically appealing? Verbally & Visually Likable? Fun & Interesting?
Transferability
Line or Category Extensions & Across geographic boundaries and market segments
Meaningfulness
Descriptive or Persuasive
Adaptability
Changes in consumer values and opinions, or simply because of a need to remain contemporary, most brand elements must be updated.
Memorability
Easily recalled and recognized
Protectability
Protectable in both in a legal and a competitive sense. If a name, package, or other attribute is too easily copied, much of the uniqueness of the brand may disappear.
2. Options & Tactics
Brand Names
Brand names
that are simple and easy to pronounce or spell, familiar and meaningful, and different, distinctive, and unusual can obviously improve brand awareness. To encourage word-of-mouth exposure that helps build strong memory links, marketers should also make brand names easy to pronounce.
URLs
The sheer volume of registered URLs often makes it necessary for companies to use coined words for new brands if they wish to have a website for the brand. An issue facing companies with regard to URLs is protecting their brands from unauthorized use in other domain names.
Logos & Symbols
Logos
have a long history as a means to indicate origin, ownership, or association. Like names, abstract logos can be quite distinctive and thus recognizable. Nevertheless, because abstract logos may lack the inherent meaning present with a more concrete logo, one danger is that consumers may not understand what the logo is intended to represent without a significant marketing initiative to explain its meaning. Consumers can evaluate even fairly abstract logos differently depending on the shape
Characters
Brand characters
tend to be attention getting and quite useful for creating brand awareness. Brand characters can help brands break through marketplace clutter as well as help communicate a key product benefit. E.g. Tony the tiger for Kellog's Frosties
Slogans
Slogans
are powerful branding devices because, like brand names, they are an extremely efficient, shorthand means to build brand equity. Others build brand awareness even more explicitly by making strong links between the brand and the corresponding product category. Slogans can help reinforce the brand positioning.
Jingles
Jingles
are perhaps most valuable in enhancing brand awareness. Often, they repeat the brand name in clever and amusing ways that allow consumers multiple encoding opportunities. Consumers are also likely to mentally rehearse or repeat catchy jingles after the ad is over, providing even more encoding opportunities and increasing memorability.
Packagaing
Packaging must achieve several objectives:
1) Identify the brand. 2) Convey descriptive and persuasive information. 3) Facilitate product transportation and protection. 4) Assist in at-home storage. 5) Aid product consumption.