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Lecture4 Brand Management

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Nagesh Pai
Nagesh Pai

The document discusses various brand elements that can be used to identify and differentiate brands, including brand names, logos, URLs, characters, slogans, jingles, and packaging. It provides criteria for choosing effective brand elements, such as memorability, meaningfulness, likability, transferability, adaptability, and protectability. Examples are given of different types of brand names like descriptive, suggestive, compound, arbitrary, and fanciful names. Guidelines are also provided for effective logos, characters, slogans, jingles, and packaging design.

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Brand Management Lecture 4 PT MBA Year 1 Trimester III
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Elements?? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Easily Recognized Easily Recalled
Meaningful ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Descriptive Persuasive
Likability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Fun and Interesting Rich Visual and Verbal imagery Aesthetically pleasing
Transferability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Adaptability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Criteria for choosing Brand Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Naming the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Naming the Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Linguistics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
URLs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Logo Symbols ,[object Object],[object Object],[object Object],[object Object]
Characters ,[object Object],[object Object],[object Object],[object Object],[object Object]
Slogans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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