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Chapter Seven: Brand Names, Logos, Packages, and Point- of-Purchase Materials.

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Presentation on theme: "Chapter Seven: Brand Names, Logos, Packages, and Point- of-Purchase Materials."— Presentation transcript:

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

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