5. CRITERIA FOR CHOOSING BRAND ELEMENTS
MEMORABLE MEANINGFULL LIKABLE
TRANSFERABLE ADAPTABLE PROTECTABLE
6.
7. DEVELOPING BRAND ELEMENTS
Brand elements should be COHERENT and DESCRIPTIVE .
The likability of brand elements may also increase
AWARENESS and ASSOCIATION.
8. The INDIAN RUPEE symbol
for Indian currency symbolizes
the progress of the country
and its desire to join the
league of economically
stronger nations.
9. It includes:
any information bearing experience , whether
positive or negative , a customer or prospect has with the
brand ,its product category or its market.
-It is about mixing and matching
marketing activities to maximize individual and collective
effects.
10. Johnson & Johnson
has become one of the
most popular brands in
Indian and South Asian
markets because
of its consistent and
well integrated
marketing programs.
16. INDIRECT APPROACH DIRECT APPROACH
It assesses potential sources of brand
equity
It assesses the actual impact of
brand knowledge on consumer
responses
