1. Goodyear – 1 Brand Elements Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands

2. Goodyear – 2 Brand Elements Elements –Names –Logos –Symbols –Characters –Slogans –Jingles –www.pepsi.com??? Should be: –Memorable –Meaningful –Transferable (across items or countries) –Adaptable –Protectable

3. Goodyear – 3 Brand Elements Is Aquatred name: –Awareness Easy to pronounce and spell Familiar & meaningful Distinctive –Associations Linked to benefit Bring in naming ad???

4. Goodyear – 4 Brand Elements Is Goodyear logo (winged foot): –suggestive of benefit? –creating positive associations? Character –none, unlike Michelin man –rich in imagery and can generate strong affect Slogan –“the best tires in the world” –summarize key benefits

5. Goodyear – 5 Brand Elements Jingles –www.oscar-mayer.com –Memorable, best for awareness –Not highly transferable Packaging –Important element for brand recognition (not for tires!) –Often an attribute - skiing with wine –Dramatic impact on sales - Rice-a-roni sales up 25%

6. Goodyear – 6 Summary