Chapter 4: Choosing elements to build brand equity Flashcards
What are the criteria for choosing brand elements?
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
Why is brand name fundamentally important?
It captures the central theme or key associations of a product in a very compact and economical fashion
What are other criteria for selecting a brand name?
- Simplicity and ease of pronunciation and spelling
- Familiarity and meaningfulness
- Differentiated, distinctive abnd unique
- Brand associations
hat is a morpheme?
The smallest linguyistic unit having meaning.
Marketers use morphemes by combining them to construct brand names that have relatively easy inferred of implicit meaning
What can make meaning in a brand name?
- Morphemes
- Letters
- Words
Plosives vs sibilants
Plosives = letter b, c, d, g, k, p and t
Sibilants = sounds like s and soft c
What are the suggested naming procedures to name new products?
- Define objectives
- Generate names
- Screen initial candidates
- Research final candidates
- Select final name
What is cybersquatting?
Registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill of a trademark belonging to someone else
What are the benefits of logos and symbols?
- Often easliy recognized = valuable way to identify
- Versatility = transfer well across cultures/range of product categories’
- Easiliy adapted over time = contemporary look
What is spoofing?
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
What are logo’s?
Are used to indicate ori9gin, ownership, association.
Can be written or abstract
What are symbols?
Nonword mark logos.
What are charcters?
Represent a special type of brand symbol. Usually used in advertising campaigns (Santa for coca cola)
What are benefits and cautions of characters?
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
What are slogans?
Short phrases that cmmunicate descriptive or persuasive information about the brand
What are the benefits of slogans?
- 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
What are jingles?
Musical messages written around the brand, can commmunicate brand benefits, or convey brand meaning in a nondirect, abstract way.
What are the objectives for product packaging?
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
What are benefits of packaging?
- 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
What are reasons to change packaging?
- To signal higher price
- Common look for a product line
- Accompany new product innovation to show changes to consumers
- Old package looks outdated
What is shelf impact?
The visual effect the package has at the point of purchase when consumers see it in the context of other packages in the category.
Color ownership
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
