Download presentation
Presentation is loading. Please wait.
1
Chapter Seven: Brand Names, Logos, Packages, and Point- of-Purchase Materials
2
I. Brand Names A. QualityB. Naming Process 1. Distinctive 1. Objectives 2. Descriptive 2. Alternatives 3. Compatible 3. Evaluation 4. Memorable/ 4. Choice Pronounceable 5. Registration C. Logos UA Ad
3
II. Packaging A. StructureB. Evaluation- View Model 1. Color 1. Visibility 2. Design 2. Information 3. Size 3. Emotional Appeal 4. Materials 4. Workability C. Design 1. Objectives 2. Category Analysis 3. Competitive Analysis 4. Salient Attributes/Benefits 5. Communication Priorities MIcrosoft IPod
4
III. Point-of-Purchase Materials A. CategoriesC. Functions 1. Permanent 1. Informing 2. Semi-Permanent 2. Reminding 3. Temporary 3. Encouraging 4. In-Store Media 4. Merchandising B.PurposesD. Interactive Displays 1. Manufacturers 2. RetailersE. Impact 3. Consumer -In Store Decisions Apple Store Display Chapter Seven Discussion Questions: 3, 8, 14
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.