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Chapter 4 Choosing Brand Elements to Build Brand Equity - Coggle Diagram
Chapter 4
Choosing Brand Elements to Build Brand Equity
4.2
Criteria
for Choosing B.E
• Memorability(Easily recognized
Easily recalled)
• Meaningfulness (Descriptive
Persuasive)
• Likability
Fun and interesting
Rich visual and verbal imagery
Aesthetically pleasing
• Transferability (Within and across product categories
Across geographic boundaries and cultures)
• Adaptability (Flexible
Updatable)
• Productability (Legally
Competitively)
4.1 Identify the
different
types of brand elements
1)Brand names
2)URLs
4)Logos & 5)Symbols
6)Characters
3)Jingles
7)Packaging
What would an
ideal
brand element be like?
– 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
– Strongly protectable both legally and competitively
2.Logos & Symbols
Logos:
VIsual Elements crit. in build' B.E & B.Aw
▪ 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
abstract logos :check: be distinctive and
recognizable:
– Abstract logos:red_cross: the inherent meaning present with a more concrete logo
– One danger is that consumers may :red_cross: understand what the logo is intended to represent
5.Packaging
Activity
of designing & producing containers/wrappers
Both
firm & C perspective
- packaging
– Id. the brand
– Convey descriptive and persuasive information
– Facilitate P. transportation and protection
– Assist in at-home storage
– Aid P. consumption
Packaging @ point of purchas
e: The right P :check:create strong appeal
▪ On the store shelf
▪ Help products stand out from the clutter
▪ Can provide at least a temporary edge on
competition
P. Innovations:
:check:lower costs
:check: improve DD for a P
Package design: sophisticated process - specalized package D'ers bring artistic technique & sci. skills - ref> "
shelf impact
" of a package
Packaging changes
can :check: be expensive but :check: cost-effective comp w/ other mkt' 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
4.2Jingles
Musical msg written around the B
Catchy hooks & choruses ~ permenently reg in minds of listeners
Enhance B.Aw ~ repeat' B.N in clever & amusing ways
1.1.Brand Names
-capture the theme/ key assoc. of a P in a compact, economical fashion
-difficult for mkt to change - tie to the P in the minds of C
Selectin B.N - new P > 6 general citeria in mind
– Memorability
– Meaningfulness
– Likability
– Transferability
– Adaptability
– protectability
Example:
Founder
Dyson,
Descriptive
Sleep In,
Evocative
Quicken Loans,
Personality
Snapple,
Synthetic
Verizon
Brand Awareness
– Simple and easy to pronounce or spell
– Familiar
– Meaningful
– Different, distinctive, and unusual
Brand Association
s: Implicit & explicit meanings of a name
reinforce important
attribute/ benefit asso
. > P. positioning
Descriptive B.N easier to link
the reinforced Attri/Benefit
Naming procedures:
Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name
3.Characters
Special type of B.S- takes human/ real-life charac.
intro~ Ads :check: play central role in ad campaigns & package designs
1.2URLs
(uniform resource locators)
Specify locations of pages on the Web:
– reff. 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: Goodwill of TM belong' - someone else
4.1Slogans
Designing slogans
contribute to B.Equity in multiple ways
:check:contain product-related msg & other meanings
Updating slogans
Recognize how it contributes to B.E~ enhanced Aw/ Img
Decide how much of this equity enhancement, if any, - needed
Retain needed & desired E still residing in the S ~ prov whatever twists of meaning r necessary - contri the E in other ways
Short phrases
- comm. descriptive/ persuasive info abt B
Functions
- useful "hooks"/"handles - help C grasp the mean' of B
Indispensable means of summarizing & translat' the intent of mkt' program
Putting it all Together
Each B.Element
:check:play diff role in builsing B.Equity - mkters "
Mix & Match
" to max B.E
B.Identity
: Entire set of B.E - Contribution al all B.Elements to awareness & image