strategic brand mgt wk5b chp4-1

strategic brand mgt wk5b chp4-1 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management
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v 12/08/2000 Overview v Criteria for Choosing Brand Elements v Options and Tactics for Brand Elements v Putting It All Together
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v 12/08/2000 Criteria for Choosing Brand Elements Defining Brands Brand: ‘a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competition
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v 12/08/2000 Criteria for Choosing Brand Elements Brand Elements? v Brand name v Brand logos and symbols v URL v Characters v Slogans v Jingles v Packaging
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v 12/08/2000 Criteria for Choosing Brand Elements Criteria 1. Memorability 2. Meaningfulness 3. Likability 4. Transferability 5. Adaptability 6. Protectibility
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v 12/08/2000 Criteria for Choosing Brand Elements Memorability v Easily recognized v Easily recalled Memorable brand elements facilitate brand awareness
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v 12/08/2000 Criteria for Choosing Brand Elements Meaningfulness v Descriptive for product category v Descriptive for brand – attributes, benefits Meaningful brand elements enhance the brand associations
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v 12/08/2000 Criteria for Choosing Brand Elements Likability v Fun and interesting v Rich visual and verbal imagery Likable brand elements provide affect
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v 12/08/2000 Criteria for Choosing Brand Elements Transferability v Within and across product categories v Across geographical boundaries and cultures Transferable brand elements facilitate market expansion
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v 12/08/2000 Criteria for Choosing Brand Elements Transferability v “Fly in leather” e “Fly naked” (Braniff , Spanish) v “Turn it loose” “Suffer from diarrhea” (Coors, Spanish) v “It takes a tough man to make a tender chick” “It takes a sexually stimulated man to make a chicken affectionate” (Perdue, Spanish) v “Chevy Nova” “Chevy it doesn’t go” (Spanish) v “Mist Stick” “Manure Stick” (Clairol, German) See Figure 4-2 for more examples
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v 12/08/2000 Criteria for Choosing Brand Elements Transferability Salem cigarettes (Japan) Colagate (France) Parker (Mexico) Schweppes (Italy)
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v 12/08/2000 Criteria for Choosing Brand Elements Adaptability v Flexible v Updatable Adaptable brand elements facilitate market expansion through flexibility
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Tech.

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strategic brand mgt wk5b chp4-1 - v Strategic Brand M...

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