4._choosing_brand_elements_to_build_brand_equity (1).pptx

4._choosing_brand_elements_to_build_brand_equity (1).pptx -...

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CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
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Brand Elements: PREVIEW Brand Elements (a.k.a. Brand Identities) – are those trademark-able devices that serve to identify and differentiate the brand. Such Brand Elements include: Brand Names, Logos, URL’s, Jingles, Slogans, to name a few. HANG TIGHT, WE WILL BE GETTING INTO MUCH MORE DETAILS SOON!
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Criteria for Choosing Brand Elements Memorability: Easily Recognized, Easily Recalled Meaningfulness: Descriptive, Persuasive Likability: Fun & Interesting, Rich Visual And Verbal Imagery, Aesthetically Pleasing Transferability: Within And Across Product Categories, Across Geographic Boundaries And Cultures Adaptability: Flexible, Updatable Protectability: Legally, Competitively Marketer’s offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity
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MEMORABILITY Brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. For example, a brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers.
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MEANINGFULNESS Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product category Specific information about particular attributes and benefits of the brand The first dimension is an important determinant of brand awareness and salience ; the second, of brand image and positioning .
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SCENERIO 1: A need arises for Grocery Shopping. Which store do you think of first? SCENERIO 2: Which store would you choose for your everyday shopping? Why?
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LIKABILITY In order for a brand to be likeable, you need to ask yourself two questions in specific: Do customers find the brand element aesthetically appealing ? Are the brand elements likeable visually, verbally, and in other ways? Brand elements can be rich in imagery, and inherently fun and engaging, even if not always related to the product. EXAMPLE: lunchdad.com & Baymax.
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TRASFERABILITY It measures the extent to which the brand element adds to the Brand Equity for new products or in new markets for the brand. Two criteria: How useful is the brand element for line or category extension? In general, the less specific the name, the more easily it can be transferred. EX: Amazon, Bashundhara, etc. To what extent does the brand element add to brand equity across geographic boundaries and market segments? Culture is the key here. EX: Lumia (Spanish for “prostitute”), BARF detergent, FART (Polish for “lucky”) bar, etc.
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ADAPTABILITY The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions.
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  • Summer '16
  • Brand, brand elements, Blue Packaging

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