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

1
Q

Brand element

A

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

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2
Q

6 criteria for brand elements

A

Memorable
Transferable
Likeable
Meaningful
Adaptable
Protectable

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3
Q

The three offensive strategies for brand elements are

A

Memorable
Meaningful
Likeable

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4
Q

The three defensive strategies for brand elements are

A

Transferable
Adaptable
Protectable

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5
Q

Meaningful criteria for brand element

A

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

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6
Q

Transferable criteria for brand element

A

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

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7
Q

Likeable criteria for brand element

A

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

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8
Q

Memorable criteria for brand element

A

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

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9
Q

Adaptable criteria for brand element

A

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

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10
Q

Protectable criteria for brand element

A

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

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11
Q

Options and tactics for brand names

A

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

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12
Q

Brand name

A

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)

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13
Q

Brand awareness (Brand name)

A

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

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14
Q

Brand associations (Brand name)

A

Implicit and explicit meanings of a name are important

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15
Q

Brand naming procedures (6 steps)

A

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

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16
Q

Brand name recall and pronounceability

A

Alliteration
Assonance
Consonance
Rhythm

Something easy off the tongue unlike “fjallraven”

17
Q

Logos

A

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

18
Q

Symbols

A

Nonword mark logos
“Mercedes Benz star”

19
Q

Disadvantages of abstract logos

A

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

20
Q

Characters

A

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

21
Q

Cautions regarding using characters

A

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

22
Q

Packages

A

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

23
Q

Slogans

A

Short phrases that communicate description of persuasive information about a brand

24
Q

Colours

A

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

25
Q

Jingles

A

Musical messages written around a brand
eg: sprott shaw college

26
Q

Personalized marketing

A

Marketing strategies to satisfy the modern day consumers desire to individualize