Control of brand elements Flashcards
1
Q
What is a brand element?
A
All thing related to the brand, i.e. names, slogans, scent, spokespersons, symbols, colors, descriptive concepts, etc.
2
Q
What does brand elements provide in relation to consumer-based equity?
A
- Memorability
- Meaningfulness
- Appeal
- Transferability
- Adaptability
- Protectability
3
Q
What legal control can be used in relation to brand elements?
A
Trademarks, design right, copyright, patents.
Company name, domain name, trade secret.
Marketing law, contracts.
4
Q
What is market-related control?
A
It is an additional element of control, where if you’re the first mover, you can enjoy advantages such as control over scarce resources, control over infrastructure, etc. (DTIM first mover adv)
