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Choosing Brand Elements to Build Brand Equity - Coggle Diagram
Choosing Brand Elements to Build Brand Equity
Criteria for Choosing Brand Elements
Likability
Fun and interesting
Rich visual and verbal imagery
Aesthetically pleasing
Transferability
Within and across product categories
Across geographic boundaries and cultures
Meaningfulness
Descriptive
Persuasive
Adaptability
Flexible
Updatable
Memorability
Easily recognized
Easily recalled
Productability
Legally
Competitively
Options and Tactics for Brand Names
Brand Names
The brand name is fundamentally important:
Often captures the central theme or key associations of a product in a compact, economical fashion
Most difficult element for marketers to change:
Closely tied to the product in the minds of consumers
Selecting a brand name for a new product is an art and a
science
Must be chosen with the six general criteria in mind:
Memorability
Meaningfulness
Likability
Transferability
Adaptability
protectability
Brand awareness:
Simple and easy
Familiar
Meaningful
Different and unsual
Brand associations:
Implicit and explicit meanings
Brand names can reinforce an important attribute or
benefit associated that makes up its product positioning
A descriptive brand name should make it easier to link the reinforced attribute or benefit
Naming procedures:
Define objectives
generate names
screen initial candidates
study candidates names
research the final candidates
select the final name
URLs
URLs (uniform resource locators) specify locations of
pages on the Web:
Commonly referred to as domain names
Owner of a URL must register and pay for the name
Protects a brand from unauthorized use in other domain names
Cybersquatting- Registering, trafficking in, or using a domain name with bad-faith to profit from:
The goodwill of a trademark belonging to someone else
A company needs to protect their brands from unauthorized use
in other domain names:
Company can:
Sue current owner of the URL for copyright infringement
Buy the name from the current owner
Register all conceivable variations of its brand as domain names ahead of time
Cybersquatting or domain squatting:
Registering, trafficking in, or using a domain name with bad-
faith to profit from:
The goodwill of a trademark belonging to someone else
Logos and Symbols
Like names, abstract logos can be distinctive and
recognizable:
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
Logos:
Visual elements play a critical role in building brand equity and brand awareness:
Indicate origin, ownership, or association
Range from corporate names or trademarks written
in a distinctive form, to abstract designs that may:
Be completely unrelated to the corporate name or activities
Symbols:
Nonword mark logos
Characters
Special type of brand symbol:
One that takes on human or real-life characteristics
Introduced through advertising:
Can play a central role in ad campaigns and package designs
Slogans
Short phrases that communicate descriptive or persuasive
information about the brand
Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand
Indispensable means of summarizing and translating the intent of a marketing program
Designing slogans:
Designed so they contribute to brand equity in multiple ways
Can contain product-related messages and other meanings
Updating slogans:
Recognize how it contributes to brand equity: Through enhanced awareness or image
Decide how much of this equity enhancement, if any, is still
needed
Retain needed or desired equities still residing in the slogan, While providing whatever new twists of meaning are necessary to contribute to equity in other ways
Jingles
Musical messages written around the brand
Catchy hooks and choruses: Become permanently registered in the minds of listeners
Enhance brand awareness by repeating the brand name in clever and amusing ways
Packaging
Activity of designing and producing containers or wrappers
From the perspective of both the firm and consumers, packaging must:
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist in at-home storage
Aid product consumption
Packaging at the point of purchase:
The right packaging can create strong appeal:
On the store shelf
Help products stand out from the clutter
Can provide at least a temporary edge on competition
Packaging innovations:
Can lower costs
Can improve demand for a product
Package design:
Has become a more sophisticated process: Specialized package designers bring artistic techniques and scientific skills
Refers to “shelf impact” of a package
Packaging changes:
Can be expensive: But can be cost-effective compared with other marketing communication costs:
Signal a higher price, or to more effectively sell products through new or shifting distribution channels
When a significant product line expansion would benefit from a common look
To accompany a new product innovation to signal changes to consumers
When old package looks outdated
Putting It All Together
Each brand element can play a different role in building brand equity:
Marketers “mix and match” to maximize brand equity
Brand identity:
Entire set of brand elements
Contribution of all brand elements to awareness and image