Brand Elements Flashcards
1
Q
What are brand elements?
A
They are the foundations for building brand equity, the hooks for brand meaning, and contain a brands identity
2
Q
What are examples of primary and secondary brand identity elements?
A
P: Names, logos, characters, slogans, sound
S: Spokespeople, packaging
3
Q
What are the 6 criteria for choosing brand elements?
A
Memorable, meaningful, likeable, transferable, adaptable, and protectable
4
Q
Brand name types
A
Descriptive/functional
Suggestive of benefit
Compounds
Classical (Latin/Greek)
Arbitrary
Fanciful
5
Q
Why are characters good?
A
They’re attention-grabbing
Break through market clutter
Human elements to enhance likeability
Easily transferrable
Form customer relationships
