Choosing Brand Elements

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Choosing Brand Elements.

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Choosing Brand Elements

  1. 1. CHOOSING BRAND ELEMENTS<br />BY<br />RAKU BORDEORI<br />MBA IIyr (08-10)<br />DEPARTMENT OF MANAGEMENT STUDIES<br />PONDICHERRY UNIVERSITY<br />
  2. 2. Brand Elements<br />Brand elements are those trademarkable devices that identify and differentiate the brand.<br />
  3. 3. BRAND ELEMENTS CHOICE CRITERIA<br />There are six main criteria for choosing brand elements. <br />
  4. 4. The first three-<br />Memorable<br />Meaningful<br />Likable- are “brand building”<br />
  5. 5. The latter three-<br />Transferable<br />Adaptable<br />Protectable- “defensive” and deal with how to leverage and preserve the equity in a brand element in the face of opportunities and constraints.<br />
  6. 6. MEMORABLE<br />How easily is the brand element recalled and recognized.<br />Short brand names.<br />
  7. 7. MEANINGFUL<br />Is the brand element credible and suggestive of the corresponding category.<br />Inherent meaning.<br />
  8. 8. LIKABLE<br />How aesthetically appealing is the brand element.<br />Concrete brand names.<br />
  9. 9. TRANSFERABLE <br />Can the brand element be used to introduce new products in the same or different categories.<br />Brand equity across geographic boundaries and market segments.<br />
  10. 10. ADAPTABLE<br />How adpatable and updatable is the brand element.<br />Changed to synchronize with the changing consumer perceptions and preferences.<br />
  11. 11. PROTECTIBLE<br />How legally protectible is the brand element. How competively protectible.<br />Names that become synonymous with product categories.<br />
  12. 12. REFERENCES<br />Marketing Management, Thirteen edition, A South Asian Perspective. Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar Jha.<br />
  13. 13. LOOKING FORWARD FOR YOUR INPUTS OR COMMENTS.<br />

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