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
Criteria for choosing brand elements
Transferability
Within and across product categories
Across geographic boundaries and culture
Adaptability
Flexible
Updatable
Likability
Rich visual and verbal imagery
Aesthetically pleasing
Fun and interesting
Meaningfulness
Descriptive
Persuasive
Productability
Legally
Competitively
Memorability
Easily recognized
Easily recalled
Ideal brand element
Rich with creative potential
Enduring in meaning and relevant over time
Inherently fun or interesting
Strongly protectable legally and competitively
Highly suggestive of product class and benefits
Transferable to a wide variety of product and geographic settings
Easily remembered
Brand names
Brand awareness
Simple and easy to pronounce and spell
Familiar
Meaningful
Different, distinctive, unusual
Selecting a brand name for a new product is an art and science
Must be chosen with the 6 general criteria in mind
Brand associations
Implicit and explicit meanings of a name are important
Fundamentally important as it often captures central theme or key associations of products in a compact, economical fashion
Brand names reinforce important attribute/benefit associated that makes up its product positioning
Descriptive brand name should make it easier to link reinforced attribute/benefit
Naming procedures
Screen initial candidates
Study candidate names
Generate names
Define objectives
Research final candidate
Select final name
URLs
Specify location of pages on web, referred as domain names
Owner of URL must pay and register for name
Cybersquatting: Registering, trafficking or using domain name will bad-faith to profit from goodwill of a trademark belonging to someone else
Protect brand from unauthorized use in other domain names
A company can:
Buy name from current owner
Register all conceivable variations of its brand as domain names ahead of time
Sue current owner of URL for copyright infringement
Logos
Visual elements play critical role in building brand equity and brand awareness
Indicate origin, ownership or association
Range from corporate names or trademarks written in distinctive form to abstract design that may be completely unrelated to corporate name or activities
Abstract logos can be distinctive and recognizable
May lack inherent meaning present with more concrete logo
Consumers might not understand what the logo is intended to represent
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 info about the brand
Function as useful 'hooks' or 'handles' to help consumers grasp meaning of brand
Indispensable means of summarizing and translating intent of marketing program
Types of slogans
Designing slogans
Designed so they contribute brand equity in multiple ways
Contain product-related messages and other meanings
Updating slogans
Recognize how it contributes to brand equity through enhanced awareness or image
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
From perspective of firm and consumers, packaging must:
Facilitate product transportation and protection
Assist in at-home storage
Convey descriptive and persuasive info
Aid product consumption
Identify the brand
Right packaging can create strong appeal:
On the store shelf
Help products stand out from clutter
Can provide atleast a temporary edge on competition
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
However, can be cost effective compared to other marketing communication cost, because:
When a significant product line expansion would benefit from a common look
To accompany a new product innovation to signal changes to consumers
It signals a higher price, or to more effectively sell products through new or shifting distribution channels
It helps when old package looks outdated