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Choosing Brand Elements

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Choosing Brand Elements.

Choosing Brand Elements.

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