Building Brand Equity Flashcards
What are typical brand elements/identities?
- names
- web addresses
- symbol
- characters
- spokespeople
= should contribute to brand identity (salience) and brand meaning (performance/imagery)
What are the criteria for choosing brand elements? (Offensive minded brand building, 3 things Vs defensive minded brand persevering 3 things)
- memorability
- meaningfulness
- likability
= offensive minded (brand building) - transferability
- adaptability
- protectability
= defensive minded (brand persevering)
What is Landor’s brand name taxonomy? (6 things)
- descriptive (describes function)
- suggestive (suggests benefit or function)
- compounds (combo of two or more unexpected words)
- classical (based on Latin or Greek)
- arbitrary(no association)
- fanciful (coined words with no obvious meaning)
What is the procedure in choosing names?
- Define objectives
- Generate possibilities
- Screen possibilities
- Study candidate names
- Research final candidates
- Select final name
Why are website addresses important?
- valuable and important communication tool to the outside world
- assists with recall and consumer info search
- a direction for further information
Why are logos and symbols important? (5 things)
- they aid recognition
- identify products
- versatile: transferable across cultures
- abstract word marks and logos can be distinctive and recognizable, but may lack meaning if not backed up by marketing ,to support them
- easier to change than names
What are charters in the context of brand equity?
- a symbol that takes on human or real life characteristics
- like the brand Churchill (dog) = reliable, trustworthy, truthful
- like Singapore girl= caring, hospitable, warmth
- will represent different things
What are brand personalities? what are they useful for?
- set of human characteristics associated with the brand (Aaker 1997)
- reinforcement of strong, unique and favourable associations the brand wants to develop
- Evoking sincerity, competence, ruggedness, sophistication and excitement (Aaker 1997) or responsibility, aggressiveness, emotionally, activity and simplicity (Guens et al 2009)
What are the benefits with using characters? (imagery, picture, anchor, clutter, likeability, transfer)
- Imagery attracts attention and leads to awareness
- A picture speaks a thousand words
- Anchors consumers perceptions
- Helps to break through clutter
- Likeability and affect
- Transferability across categories
How can characters contribute to brand equity and how do they relate to the CBBE model?
” brand characters relate to the CBBE model because they can contribute to the differential effect in a consumers response to marketing”
“Characters can create positive associations and feelings towards the brand they represent (judgements/feelings)improve awareness, develop additional brand knowledge and lead to consumer resonance with the brand”
What are slogans?
Phrases that communicate descriptive information about a brand… Relatively briefly
- act as a hook to remind costumes in a cluttered world
- way to present the USP “just do it”
How can slogans be considered bad? ( 5 things)
- if they seem outdated to consumers
- it it focuses on an inappropriate or irrelevant aspect of the brand
- if it strives for humor but falls short
- if it is confusing
- if it is overly complicated
What are jingles?
- a musical message around the brand
- an extended musical slogan (Keller)
- main benefit is brand awareness and salience
- allows advertising on other media like radio
What is the relevance of packaging for brand equity? (PICC)
- protection and stores
- identifies the brand
- converts descriptive and persuasive information
- can aid consumption
What are the benefits of packaging? (CCET)
- Can create benefits through ease of use and aid differentiation
- Can affect usage
- Engagement at point of sale
- The last five seconds in marketing
