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Chapter 4: Choosing Brand Elements to Build Brand Equity [Created by Syefa…
Chapter 4: Choosing Brand Elements to Build Brand Equity
[Created by Syefa Hayati]
Criteria for choosing brand elements :star:
Memorability
: easily recognized and recalled
Meaningfulness
: descriptive and persuasive
Likability
: fun, interesting, rich visual, verbal imagery and aesthetically pleasing
Transferability
: within and across product categories and across geographic boundaries and cultures
Adaptability
: flexible and updatable
Protectability
: legally and competitively
Options and tactics for brand names :star:
Brand element should be easily remembered, highly suggestive of the product class and benefits, inherently fun or interesting, rich with creative potential, transferable to a wide variety of product and geographic settings, enduring in meaning and relevant over time and strongly protectable both legally and competitively
Brand name is fundamentally important because it often captures the central theme or key associations of a product in a compact, economical fashion
Brand element is the most difficult element for marketers to change because it is closely tied to the product in the minds of consumers
Closely associates with brand awareness (simple and easy to pronounce or spell, familiar, meaningful and different) and brand associations (implicit and explicit meanings of a name are important)
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
Other elements to build brand equity :star:
URLs
Protects a brand from unauthorized use in other domain names which the company can sue current owner of the URL for copyright infringement, or buy the name from the current owner, or register all conceivable variations of its brand as domain names ahead of time
Cyber-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
Logos are visual elements that play a critical role in building brand equity and brand awareness by indicating origin, ownership or association. Also ranges from corporate names or trademarks written in a distinctive form
Symbols are nonword mark logos
Like names, abstract logos can be distinctive and recognizable. However, abstract logos may lack the inherent meaning present with a more concrete logo. Moreover, consumers may not understand the logo is intended to represent if it's too abstract
Characters
Special type of brand symbol which one that takes on human or real-life characteristics
Introduced through advertising which 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 and can contain product-related messages and other meanings
Updating slogans by enhancing awareness or image and decide how much of this brand equity enhancement 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 which become permanently registered in the minds of listeners
Enhance brand awareness by repeating the brand name in cleaver and amusing ways
Packaging
Activity of designing and producing containers or wrappers
From the perspective of both firm and consumers, packaging must identify the brand, convey descriptive and persuasive information, facilitate product transportation and protection, assist in at-home storage and 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 and can provide at least a temporary edge on competition
Packaging innovations can lower costs and improve demand for a product
Package design has become a more sophisticated process; specialized package designers bring artistic techniques and scientific skills
Packaging changes can be expensive but cost-effective compared with other marketing communication costs