7: Brand Elements Flashcards
what is a brand element
trademarkable device that serves
to identify and differentiate the brand
what are some examples of brand elements
» brand names
» logos
» symbols / designs
» characters
» jingles
» slogans
» colors
» other non-traditional elements
__________ are the starting point of brand building
brand elements
brand elements are the _____ to which associations are linked
identity
how do you evaluate a brand element? (what six criteria)
-memorable
-transferable
-likeable
-meaningful
-adaptable
-protectable
why is the brand name fundamentally important?
often captures the central theme or key
associations of a product in a compact,
economical fashion
what is the most difficult element for marketers to change and why?
brand names
because they are Closely tied to the product in the minds of
consumers
what should brand names have to be able to create good brand awareness?
- Simple and easy to pronounce or spell
- Familiar
- Meaningful
- Different, distinctive, and unusual
brand associations to do with brand names
implicit and explicit meanings of a name are important
how can you improve recall and pronounceability of brand names?
- Alliteration
- Assonance
- Consonance
- Rhythm
how do logos help
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
what are symbols
nonword mark logos
despite the fact that abstract logos can be recognizable and distinctive like names, what are some potential challenges?
- 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
t or f: fonts can be brand elements
true
describe 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 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
how are slogans designed
- Designed so they contribute to brand equity in
multiple ways - Can contain product-related messages and
other meanings
describe the process of 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
describe brand identity
- Entire set of brand elements
- Contribution of all brand elements to
awareness and image
how could brand elements work together?
Each brand element can play a different role in
building brand equity:
* Marketers “mix and match” to maximize
brand equity
how could brand elements work together?
Each brand element can play a different role in
building brand equity:
* Marketers “mix and match” to maximize
brand equity
describe the difference between offensive and defensive strategies for brand elements
offensive strategies are about building BE
defensive strategies are about maintaining BE
what are the criteria for brand elements that are offensive strategies
- memorability
- meaningfulness
- likeability
what are the criteria for brand elements that are defensive strategies
- transferability
- adaptability
- protectability
what are the two important parts of brand elements being meaningful/ what do they have to convey
- general information about the function of the product or service
- specific information about particular attributes and benefits of the brand
describe likeability of the brand
is it aestheically pleasing, fun, exciting
–> elements don’t have to be directly related to the product
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
creative potential
describe transferability of a brand elemetn
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?
describe protectability of a brand element
is the element protectable in both a legal and competitive sense
(especially consider legally protectable internationally)
describe naming procedure/ steps
- Define objectives
- Generate names
- Screen initial candidates
- Study candidate names
- research the final candidates
- select the final name
