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Brand Elements to Build Brand Equity - Coggle Diagram
Brand Elements
to Build Brand Equity
Criteria for Choosing Brand Elements
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
Protectability Legally Competitively
Brand Names
(1 of 5)
• 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
(2 of 5)
• 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
(3 of 5)
• Brand awareness: – Simple and easy to pronounce or spell – Familiar – Meaningful – Different, distinctive, and unusual
• Brand associations: – Implicit and explicit meanings of a name are important
(4 of 5)
• 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
(5 of 5)
• Naming procedures: 1. Define objectives 2. Generate names 3. Screen initial candidates 4. Study candidate names 5. Research the final candidates 6. Select the final name
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
(1 of 4)
• 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
(2 of 4)
• 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
(3 of 4)
• Package design:
– Has become a more sophisticated process: ▪ Specialized package designers bring artistic techniques and scientific skills.
– Refers to “shelf impact” of a package
(4 of 4)
• 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
Slogans
(1 of 2)
• 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.
(2 of 2)
• 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
Logos and Symbols
(1 of 2)
• 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
(2 of 2) • 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
URL
(1 of 2) • 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
(2 of 2) • 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
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
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