Chapter 4: Choosing elements to build brand equity

Question 1

What are the criteria for choosing brand elements?

Answer 1

Offensive criteria
1. Memorability = higher probability to recall brand
2. Meaningfulness (general info about function, specific info about particular attributes)
3. Likability = aesthetically appealing

Defensive criteria
4. Transferability = extent to which branbd element adds to brand equity for new products
5. Adaptability = the more adaptable, the more easier to update
6. Protectability = extent to which element is protectable

Question 2

Why is brand name fundamentally important?

Answer 2

It captures the central theme or key associations of a product in a very compact and economical fashion

Question 3

What are other criteria for selecting a brand name?

Answer 3

• Simplicity and ease of pronunciation and spelling
• Familiarity and meaningfulness
• Differentiated, distinctive abnd unique
• Brand associations

Question 4

hat is a morpheme?

Answer 4

The smallest linguyistic unit having meaning.
Marketers use morphemes by combining them to construct brand names that have relatively easy inferred of implicit meaning

Question 5

What can make meaning in a brand name?

Answer 5

• Morphemes
• Letters
• Words

Question 6

Plosives vs sibilants

Answer 6

Plosives = letter b, c, d, g, k, p and t
Sibilants = sounds like s and soft c

Question 7

What are the suggested naming procedures to name new products?

Answer 7

1. Define objectives
2. Generate names
3. Screen initial candidates
4. Research final candidates
5. Select final name

Question 8

What is cybersquatting?

Answer 8

Registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill of a trademark belonging to someone else

Question 9

What are the benefits of logos and symbols?

Answer 9

• Often easliy recognized = valuable way to identify
• Versatility = transfer well across cultures/range of product categories’
• Easiliy adapted over time = contemporary look

Question 10

What is spoofing?

Answer 10

Practice of scam artists set up fraudulent websites which use variants of a brand’s name to set up series of URLS to attract unsuspecting actors and encourage them to spend money

Question 11

What are logo’s?

Answer 11

Are used to indicate ori9gin, ownership, association.
Can be written or abstract

Question 12

What are symbols?

Answer 12

Nonword mark logos.

Question 13

What are charcters?

Answer 13

Represent a special type of brand symbol. Usually used in advertising campaigns (Santa for coca cola)

Question 14

What are benefits and cautions of characters?

Answer 14

Benefits:
- tend to be attention getting
- enhance likeability
- Easily transferrable across product categories

Cautions:
- May dominate other brand elements and therefore dampen awareness
- Often need to be updated over time to stay relevant to tagret market

Question 15

What are slogans?

Answer 15

Short phrases that cmmunicate descriptive or persuasive information about the brand

Question 16

What are the benefits of slogans?

Answer 16

• Help build brand awareness (or using brand name in some way, or by making strong links between the brand and product category)
• Help reinforce brand positioning
• serve as taglines to summarize descriptive information in advertising

Question 17

What are jingles?

Answer 17

Musical messages written around the brand, can commmunicate brand benefits, or convey brand meaning in a nondirect, abstract way.

Question 18

What are the objectives for product packaging?

Answer 18

Packaging = activities of designing and producing containers or wrappers for a product.
Objectives;
- Idenitfy the brand
- Convey descriptive and persuasive info
- Facilitate product transportation and protection
- Assist in at-home storage
- Aid product consumtion

Question 19

What are benefits of packaging?

Answer 19

• Strongest associations of a brand are inspired by the look of packages
• Can create a POD that permits a higher margin
• Trend; make bigger and smaller packaged versions of products to appeal to new market segments

Question 20

What are reasons to change packaging?

Answer 20

1. To signal higher price
2. Common look for a product line
3. Accompany new product innovation to show changes to consumers
4. Old package looks outdated

Question 21

What is shelf impact?

Answer 21

The visual effect the package has at the point of purchase when consumers see it in the context of other packages in the category.

Question 22

Color ownership

Answer 22

Some customers have a color vocabulary and expect certain products to have a particular look.
In some cases color ownership is so strong that it is difficult for other brands to use a similare look