Lecture 4.docx - Criteria for choosing brand elements Memorable Easily recognized Meaningful Descriptive Likable Fun and interesting Easily recalled

Lecture 4.docx - Criteria for choosing brand elements...

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Criteria for choosing brand elements Memorable Meaningful Likable Transferable Adaptable Protectable Easily recognized Descriptive Fun and interesting Within and cross product categories Flexible Legally Easily recalled Persuasive Rich visual and verbal imagery and aesthetically pleasing Across geographic boundaries and cultures Updatable Competitively Types of brand elements I. Brand names Captures the central theme or key associations of a product in a very compact and economical fashion Most difficult element for marketers to change because it is closely tied to the product in the minds of consumers Naming guidelines Naming procedures II. URLs Specify locations of pages on the Web Known as domain names Protect the brands from unauthorized use in other domain names Cybersquatting- Registering, trafficking in, or using a domain name with bad-faith to profit from the goodwill of a trademark belonging to someone else III. Logos and symbols
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