Brand Elements Building Brand Equity Chapter 4. Choice Criteria Memorability - recognition, recall Meaningfulness - persuasive Likability - fun, visually.

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Presentation transcript:

Brand Elements Building Brand Equity Chapter 4

Choice Criteria Memorability - recognition, recall Meaningfulness - persuasive Likability - fun, visually pleasing Transferability - across products, borders Adaptability - flexible, updatable Protectability - legal, competitive

Naming Criteria Descriptive - function (Japan Airlines) Compounds - combo (Redbull) Classical - Latin based (Meritor) Arbitrary - no apparent tie (Apple) Fanciful - coined (Avanade)

Suggestive Names Benefit ColorStay lipstick; Die Hard battery Function Shake ‘n Bake; Lean Cuisine Country-of-origin Haagen Dazs, Yoplait

Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid)

URL: Domain Names 84,000p per day registered Unauthorized use Brand recall criteria Yahoo!

Logos Symbols (Prudential’s rock, Allstate’s hands) Mnemonic (Sprint’s pin drop metaphor) Updated (Chrysler’s winged badge)

Characters Animated (doughboy, tiger) Live-action (Maytag repairman, Bud frogs) Updating (Aunt Jemima, Betty Crocker)

Slogans Shorthand hook (like a good neighbor) Category link (Dockers/pants) Positioning (nothing runs like a Deere) Hyperbole (Bayer works wonders) Reinforcement (Just do it) Slogan quiz p. 209

Packaging Objectives Identify brand (Mentadent shape) Present information (Bayer dosage) Protect product (Tylenol seals) Facilitate storage (Figi square bottles) Help consumption (V8 to six packs) POP displays (Lip balm) Color palate (orange Tide, yellow Kodak)

Questions How do the Budweiser Frogs contribute to consumer brand equity? What does the phrase “Can you hear me now?” do for the brand? What supermarket package is most memorable to you? Why?