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CH 4 : CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY - Coggle Diagram
CH 4 : CHOOSING BRAND ELEMENTS TO
BUILD BRAND EQUITY
Criteria for Choosing Brand Elements
◼ Memorability
◼ Meaningfulness
◼ Likability
◼ Transferability
◼ Adaptability
◼ Protectability
Tactics for Brand Elements
◼ Brand names
◼ URLs
◼ Logos and symbols
◼ Characters
◼ Slogans
◼ Packaging
Packaging Can Influence:
Taste
Value
Consumption
How a Person Uses a Product