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Associations of a product in a compact economical

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associations of a product in a compact, economical fashion.Brand names can reinforce an important attribute or benefit associated that makesup product positioning.A descriptive brand name should make it easier to link the reinforced attribute orbenefit.Most difficult element for marketers to change.Brand awareness:oSimple and easy to pronounce or spelloFamiliaroMeaningfuloDifferent, distinctive and unusualBrand associations:oImplicit and explicit meanings of a name are importantBrand name taxonomy:oDescriptiveSleep InnoEvocativeQuicken loansoPersonality
SnappleoSyntheticVerizonoFounderDysonURLsURLS (uniform resource locators) specific locations of pages on the Web:oReferred to as domain namesoOwners of a URL must register and pay for the nameoProtects a brand from unauthorized use in other domain namesCybersquatting – registering, trafficking in or using a domain name with bad-faithprofit from the goodwill of a trademark belonging to someone else.A company needs to protect their brands from unauthorized use in other domainnames. They can:oSue current owner of the URL for copyright infringementoBuy the name from the owneroRegister all conceivable variations of its brand as domain names ahead oftimeLogos and SymbolsLogos:oVisual elements play a critical role in building brand equity and brandawareness.oThey indicate origin, ownership or association.oRange from corporate names or trademarks written in a distinctive form, toabstract designs that may be completely unrelated to the corporate name oractivities.Symbols:oNon-word mark logos.oLike names, abstract logos can be distinctive and recognizable.oAbstract logos may lack the inherent meaning present with a more concretelogo.oOne danger is that consumers may not understand what the logo is intendedto represent.oE.g. Nike tick.CharactersSpecial type of brand symbol – one that takes on human or real-life characteristicsInvolved through advertising – can play central role in ad campaigns and packagedesigns.Slogans
Short phrases that communicate descriptive or persuasive information about thebrand.Function as useful hooks or handles to help consumers grasp the meaning of a brand.Indispensable means of summarizing and translating the intent of a marketingprogram.Designing slogans:oDesigned so that contribute to brand equity in multiple waysoCan contain product-related messages and other meaningsUpdating slogans:oRecognize how it contributes to brand equity – through enhanced awarenessor image.oDecide how much of this equity enhancement, if any, is still neededoRetain needed or desired equities still residing in the slogan while providingwhatever new twists of meaning are necessary to contribute to equity inother ways.

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Brand, Brand knowledge, Brand Brand Elements

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