Ulf's lecture - Fundamental brand elements (distinctive & descriptive concept)

Question 1

What dimensions does the intellectual construction of a brand consist of?

Answer 1

• The firm (Who, values, performance)
• The product concept (Functions, utilities, values, geo)
• The brand (associations, emotions, claimed words and symbols)
• The customer (who, life style, values, other preferences)

Question 2

What is a descriptive concept?

Answer 2

Wording which categorizes the brand.

Question 3

What 5 benefits does the descriptive concept provide to a brand?

Answer 3

• Defining boundaries for the Trademark rights.
• Protection against degeneration.
• Signaling utility and usage.
• Defining segment and competition.
• Strengthening differentiation.

Question 4

What benefit can intentional degeneration create?

Answer 4

Maximized brand awareness.

Question 5

What are the 2 elements of a trademark, and which concepts are used to utilize each element?

Answer 5

The elements are:

• The Trademark - Claimed through a distinctive mark.
• The Class - Creating boundaries through descriptive concept.

Question 6

What are the 4 pathways when creating a descriptive concept?

Answer 6

• Existing term.
• Modifying a term.
• New term.
• Avoiding descriptive completely.

Question 7

What are the pros and cons of using an existing term as a descriptive concept?

Answer 7

High customer reification and market existence

Low Differentiation.

Question 8

What are the pros and cons of using a modified term as a descriptive concept?

Answer 8

High customer reification and market existence

Low Differentiation.

Question 9

What are the pros and cons of using a new term as a descriptive concept?

Answer 9

High differentiation, low market existence and reification

Question 10

What are the pros and cons of avoiding descriptiveness?

Answer 10

Very high differentiation, very low market existence/customer reification.