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This document discusses various elements that contribute to building brand equity, including choice criteria like memorability, meaningfulness, and protectability. It covers naming criteria such as descriptive, compound, and fanciful names. Other brand elements discussed include suggestive names, brand linguistics, domain names, logos, characters, slogans, and packaging objectives. The key aspects that help build brand equity are elements that make the brand memorable, meaningful, likable, and easily protected.
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The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
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Brand knowledge structures depend on initial brand element choices, marketing programs, and other associations. Brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Marketers use brand elements offensively to build equity and defensively to maintain equity. Key elements include names, URLs, logos, characters, slogans, jingles, and packaging. Elements must meet criteria like memorability and protectability.
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There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
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Chap 4,choosing brand elements to build brand equity
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
Br 4
Brand positioning involves creating a unique space for a brand in the consumer's mind based on its benefits and reasons for existence. It should be considered before developing marketing campaigns. Effective positioning identifies gaps in the market and figures out unmet consumer needs. There are various positioning options like benefit-based, usage-based, and tradition-based. Well-constructed positioning defines the target market and category, highlights the brand's point of difference, and is relevant and believable. Repositioning may be necessary due to increased competition, changing consumer mindsets, outdated perceptions, or diffuse positioning. It involves modifying aspects like products, benefits, users, or image while ensuring the new position is sustainable.
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450 ch4
- 1. Brand Elements Building Brand Equity Chapter 4
- 2. Choice Criteria • Memorability - recognition, recall • Meaningfulness - persuasive • Likability - fun, visually pleasing • Transferability - across products, borders • Adaptability - flexible, updatable • Protectability - legal, competitive
- 3. Naming Criteria • Descriptive - function (Japan Airlines) • Compounds - combo (Redbull) • Classical - Latin based (Meritor) • Arbitrary - no apparent tie (Apple) • Fanciful - coined (Avanade)
- 4. Suggestive Names • Benefit ColorStay lipstick; Die Hard battery • Function Shake ‘n Bake; Lean Cuisine • Country-of-origin Haagen Dazs, Yoplait
- 5. Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid)
- 6. URL: Domain Names • 84,000p per day registered • Unauthorized use • Brand recall criteria Yahoo!
- 7. Logos • Symbols (Prudential’s rock, Allstate’s hands) • Mnemonic (Sprint’s pin drop metaphor) • Updated (Chrysler’s winged badge)
- 8. Characters • Animated (doughboy, tiger) • Live-action (Maytag repairman, Bud frogs) • Updating (Aunt Jemima, Betty Crocker)
- 9. Slogans • Shorthand hook (like a good neighbor) • Category link (Dockers/pants) • Positioning (nothing runs like a Deere) • Hyperbole (Bayer works wonders) • Reinforcement (Just do it) • Slogan quiz p. 209
- 10. Packaging Objectives • Identify brand (Mentadent shape) • Present information (Bayer dosage) • Protect product (Tylenol seals) • Facilitate storage (Figi square bottles) • Help consumption (V8 to six packs) • POP displays (Lip balm) • Color palate (orange Tide, yellow Kodak)
- 11. Questions • How do the Budweiser Frogs contribute to consumer brand equity? • What does the phrase “Can you hear me now?” do for the brand? • What supermarket package is most memorable to you? Why?