Building A Brand: Brand Elements, Packaging, + TB Chapter 4

Question 1

Brand element

Answer 1

A brand element is a trademarkable device that serves to identify and differentiate a brand
Includes: logo, name, symbols, designs, slogans, colours, etc

Question 2

6 criteria for brand elements

Answer 2

Memorable
Transferable
Likeable
Meaningful
Adaptable
Protectable

Question 3

The three offensive strategies for brand elements are

Answer 3

Memorable
Meaningful
Likeable

Question 4

The three defensive strategies for brand elements are

Answer 4

Transferable
Adaptable
Protectable

Question 5

Meaningful criteria for brand element

Answer 5

Offensive strategy
Brand elements take on some form of descriptive or persuasive content
Eg “speedo”

Question 6

Transferable criteria for brand element

Answer 6

Defensive strategy
Measures the extent to which brand elements add to the brand equity
Eg “coco rocks by coco pops”

Question 7

Likeable criteria for brand element

Answer 7

Offensive strategy
Imagery is fun and interesting even if unrelated to the product
Eg “Olympic logo”

Question 8

Memorable criteria for brand element

Answer 8

Offensive strategy
High level awareness to build brand equity
Eg “Beverly Hills Brownies”

Question 9

Adaptable criteria for brand element

Answer 9

Defensive strategy
Can be updated over the time to be more flexible and with the time
Eg “Spider-Man”

Question 10

Protectable criteria for brand element

Answer 10

Defensive strategy
Ability to legally, competitively, and digitally protect elements
Eg “WWF”

Question 11

Options and tactics for brand names

Answer 11

Easily remembered
Highly suggestive of the product class and benefits
Fun or interesting
Rich with creative potential
Transferable to a wide variety of product and geographic settings
Enduring in meaning
Relevant over time
Strongly protectable

Question 12

Brand name

Answer 12

Captures the central theme or key associations of a product in a compact, economical fashion (very closely tied to the product in a consumers’ mind)

Question 13

Brand awareness (Brand name)

Answer 13

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

Question 14

Brand associations (Brand name)

Answer 14

Implicit and explicit meanings of a name are important

Question 15

Brand naming procedures (6 steps)

Answer 15

Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name

Question 16

Brand name recall and pronounceability

Answer 16

Alliteration
Assonance
Consonance
Rhythm

Something easy off the tongue unlike “fjallraven”

Question 17

Logos

Answer 17

Visual elements:
Indicate origin, ownership, or association
Range from corporate names or trademarks written in a. Distinctive form
Eg “coca cola”

Question 18

Symbols

Answer 18

Nonword mark logos
“Mercedes Benz star”

Question 19

Disadvantages of abstract logos

Answer 19

Abstract logos may lack the inherent meaning present with a more concrete logo
One danger is that consumers may not understand what the logo represents

Question 20

Characters

Answer 20

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 21

Cautions regarding using characters

Answer 21

Characters can sometimes be so attention-getting that they dominate other brand elements and dampen brand awareness

Question 22

Packages

Answer 22

Has to identify the brand, facilitates transportation and protection of the product, and assists in the storage of the product

Question 23

Slogans

Answer 23

Short phrases that communicate description of persuasive information about a brand

Question 24

Colours

Answer 24

Can be used to define categories
Eg “yellow = inexpensive, green = environmental, blue = fresh”

Question 25

Jingles

Answer 25

Musical messages written around a brand
eg: sprott shaw college

Question 26

Personalized marketing

Answer 26

Marketing strategies to satisfy the modern day consumers desire to individualize