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Independent of the product or service how would

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Independent of the product or service, howwould consumers like the brand element.Often, the less concrete the possible productbenefits are, the more important is the creativepotential of the brand name and other brand
1324.Transferability.This concerns the transferability of the brandelement across product categories and geographicareas.To what extent can the brand element add tothe brand equity of new products sharing thebrand elements introduced either within theproduct class or across product classes?.How useful is the brand element for line orcategory extension?.In general, the less specific the name, the moreeasily it can be transferred across categories.To what extent does the brand element add tobrand equity across geographic boundaries andmarket segments?.To a large extent this depends on the cultural
1335.Adaptability.This concerns the adaptability of thebrand element over time.Because of changes in consumervalues and opinions, or simplybecause of a need to remaincontemporary, brand elementsoften must be updated over time.The more adaptable and flexible thebrand element, the easier it is toupdate it
1346.Protectablity.This concerns the extent to which thebrand element is protectable – bothlegally and in competitive sense.If a name, package, or otherattribute is too easily copied,much of the uniqueness of thebrand may disappear.It is important to reduce thelikelihood that competitors canimitate the brand by creating aderivative based on salient
Options and Tactics for BrandElements135What would an Ideal Brand Element be Like?Consider brand names – perhapsthe most central ofall brand elements.Ideally, a brand name would be:Easily rememberedHighly suggestive of both the product class and theparticular benefits that served as the basis of itspositioningInherently fun or interestingRich with creative potentialTransferable to a wide variety of product andgeographic settingsEnduring in meaning and relevant over timeStrongly protectable both legally and competitively
136Unfortunately, it is difficult to choose a brandname – or any brand element for that matter –that would satisfy all of these different criteria:For example, as noted earlier, the moremeaningful the brand name, the more likely it isthat the brand name will not be very transferableto other cultures due to translation problemsBecause it is virtually impossible to find onebrand element that will satisfy all the choicecriteria, multiple brand elements are typicallyemployedThe following slides will discuss the majorconsiderations for each brand element
1371.

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Term
Summer
Professor
jund
Tags
Microeconomics, Brand, Brand Associations

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