7: Brand Elements

Question 1

what is a brand element

Answer 1

trademarkable device that serves
to identify and differentiate the brand

Question 2

what are some examples of brand elements

Answer 2

» brand names
» logos
» symbols / designs
» characters
» jingles
» slogans
» colors
» other non-traditional elements

Question 3

__________ are the starting point of brand building

Answer 3

brand elements

Question 4

brand elements are the _____ to which associations are linked

Answer 4

identity

Question 5

how do you evaluate a brand element? (what six criteria)

Answer 5

-memorable
-transferable
-likeable
-meaningful
-adaptable
-protectable

Question 6

why is the brand name fundamentally important?

Answer 6

often captures the central theme or key
associations of a product in a compact,
economical fashion

Question 7

what is the most difficult element for marketers to change and why?

Answer 7

brand names

because they are Closely tied to the product in the minds of
consumers

Question 8

what should brand names have to be able to create good brand awareness?

Answer 8

• Simple and easy to pronounce or spell
• Familiar
• Meaningful
• Different, distinctive, and unusual

Question 9

brand associations to do with brand names

Answer 9

implicit and explicit meanings of a name are important

Question 10

how can you improve recall and pronounceability of brand names?

Answer 10

• Alliteration
• Assonance
• Consonance
• Rhythm

Question 11

how do logos help

Answer 11

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

Question 12

what are symbols

Answer 12

nonword mark logos

Question 13

despite the fact that abstract logos can be recognizable and distinctive like names, what are some potential challenges?

Answer 13

• 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

Question 14

t or f: fonts can be brand elements

Answer 14

true

Question 15

describe characters

Answer 15

• 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

Question 16

slogans

Answer 16

• 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

Question 17

how are slogans designed

Answer 17

• Designed so they contribute to brand equity in
  multiple ways
• Can contain product-related messages and
  other meanings

Question 18

describe the process of updating slogans

Answer 18

• 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

Question 19

describe brand identity

Answer 19

• Entire set of brand elements
• Contribution of all brand elements to
  awareness and image

Question 20

how could brand elements work together?

Answer 20

Each brand element can play a different role in
building brand equity:
* Marketers “mix and match” to maximize
brand equity

Question 21

how could brand elements work together?

Answer 21

Each brand element can play a different role in
building brand equity:
* Marketers “mix and match” to maximize
brand equity

Question 22

describe the difference between offensive and defensive strategies for brand elements

Answer 22

offensive strategies are about building BE

defensive strategies are about maintaining BE

Question 23

what are the criteria for brand elements that are offensive strategies

Answer 23

• memorability
• meaningfulness
• likeability

Question 24

what are the criteria for brand elements that are defensive strategies

Answer 24

• transferability
• adaptability
• protectability

Question 25

what are the two important parts of brand elements being meaningful/ what do they have to convey

Answer 25

• general information about the function of the product or service
• specific information about particular attributes and benefits of the brand

Question 26

describe likeability of the brand

Answer 26

is it aestheically pleasing, fun, exciting

–> elements don’t have to be directly related to the product

Question 27

the less concrete the possible porduct benefits are, the more important is the _________ of the brand name and other brand elements to capture intangible characteristics of a brand

Answer 27

creative potential

Question 28

describe transferability of a brand elemetn

Answer 28

measures extent to which the brand element adds to the brand equity for new products or new markets for the brand

–> how useful is it for line or category extensions?
–> what extent does the brand element add to brand equity across geographic boundaries and market segments?

Question 29

describe protectability of a brand element

Answer 29

is the element protectable in both a legal and competitive sense

(especially consider legally protectable internationally)

Question 30

describe naming procedure/ steps

Answer 30

1. Define objectives
2. Generate names
3. Screen initial candidates
4. Study candidate names
5. research the final candidates
6. select the final name