The document discusses criteria for choosing brand elements that build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of different types of brand elements - names, URLs, logos, characters, slogans, and packaging - that can enhance brand awareness and form strong brand associations. Guidelines are presented for selecting each element, with the goal of legally protecting brands and leveraging brand equity offensively and defensively.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
CHOOSING BRAND ELEMENTS TO BULID BRAND EQUITYAshish Hande
The document discusses choosing brand elements to build brand equity. It outlines criteria for choosing brand elements such as memorability, meaningfulness, and protectability. It then examines specific brand elements - brand names, URLs, logos, characters, slogans, jingles, and packaging - and how they can be used to enhance brand awareness, facilitate the formation of associations, and build brand equity overall when chosen strategically and implemented cohesively as a unified brand identity.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how brand names, logos, slogans, and characters can enhance brand awareness and create unique brand associations for companies like KFC, Apple, and Skype. Guidelines are presented for selecting brand names that are simple, meaningful, and distinctive, as well as procedures for developing, researching, and registering new names to maximize branding objectives.
Chapter 4 choosing brand elements to build brand equityAAddnan Chowdhury
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.
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
Media Chix & Bud_Markma Report_Sept162016Roselie Tubeo
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
CHOOSING BRAND ELEMENTS TO BULID BRAND EQUITYAshish Hande
The document discusses choosing brand elements to build brand equity. It outlines criteria for choosing brand elements such as memorability, meaningfulness, and protectability. It then examines specific brand elements - brand names, URLs, logos, characters, slogans, jingles, and packaging - and how they can be used to enhance brand awareness, facilitate the formation of associations, and build brand equity overall when chosen strategically and implemented cohesively as a unified brand identity.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how brand names, logos, slogans, and characters can enhance brand awareness and create unique brand associations for companies like KFC, Apple, and Skype. Guidelines are presented for selecting brand names that are simple, meaningful, and distinctive, as well as procedures for developing, researching, and registering new names to maximize branding objectives.
Chapter 4 choosing brand elements to build brand equityAAddnan Chowdhury
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.
Brands are different from products in a way that brands are “what the consumers buy”, while products are “what concern/companies make”. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. Brands usually have a trademark which protects them from use by others. A brand gives particular information about the organization, good or service, differentiating it from others in marketplace. Brand carries an assurance about the characteristics that make the product or service unique. A strong brand is a means of making people aware of what the company represents and what are it’s offerings.
Media Chix & Bud_Markma Report_Sept162016Roselie Tubeo
The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
The document discusses choosing brand elements to build brand equity. It covers several key brand elements including brand names, URLs, logos, symbols, characters, slogans, and packaging. It provides criteria for choosing brand elements such as being memorable, meaningful, likable, transferable, adaptable, and protectable. The document uses MRF, an Indian tire manufacturer, as a case study, explaining how its iconic Muscleman mascot was developed and has served as the brand's central marketing element for decades. It stresses that brand elements should enhance brand awareness and facilitate strong, favorable associations to build brand equity over time.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can be used to increase brand awareness, convey brand meanings and benefits, and influence consumer behavior. The goal is to select cohesive elements that create a distinctive brand identity.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, jingles, and packaging that can be used to increase brand awareness and shape brand image when chosen strategically based on these criteria. The goal is for the brand elements to form a cohesive identity that enhances customer-based brand equity.
MKT 455-ch 4 brand elements - CANVAS.pptsarasroka3
This chapter discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It covers various brand elements like names, logos, symbols, characters, slogans, jingles, URLs, and packaging. Choosing distinctive yet meaningful elements that customers find appealing and memorable can increase brand awareness and positively influence brand perceptions. Elements must also be flexible to changes and legally protected from competitors. Famous branding mistakes from not properly considering language and cultural differences are also highlighted.
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
This document discusses key concepts in brand management including what a brand is, how it identifies the seller or product, and its tangible and intangible attributes. A brand aims to differentiate a product from competitors and build equity over time through consistent identity, experience, and activities like product development, advertising, and sales. Strong brands develop loyalty and command a premium. Effective packaging and labeling support the brand message and strategy.
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
A brand's name is one of its most important elements. An effective name should be memorable, meaningful, and likable. It acts as an ambassador, reflecting the brand's character and creating associations with the brand's promises. An ideal name matches the brand's positioning strategy, is simple yet unique, can be easily pronounced and registered worldwide, and has positive connotations. While essential branding elements, a name alone does not define the brand - the goal is to communicate an intangible idea or insight to customers.
This document discusses brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines the target market and competitors, as well as points-of-parity and points-of-difference versus competitors. A brand audit assesses a brand's health, sources of equity, and ways to improve equity from both internal and external perspectives. The document outlines the steps and components of conducting a thorough brand audit.
This document discusses brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines the target market and competitors, as well as points-of-parity and points-of-difference versus competitors. A brand audit assesses a brand's health, sources of equity, and ways to improve equity from both internal and external perspectives. The document outlines the steps and components of conducting a thorough brand audit.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
Nature and importance of brands
Characteristics of a good brand name
Branding strategies of producers and middlemen
Building and using brand equity
Nature and importance of packaging and labeling
Packaging strategies
Marketing implications of product features
This document defines and provides examples for various branding terms:
Brand is defined as a name, symbol, or design that identifies a seller's goods/services and distinguishes them from competitors. A brand example given is Coca-Cola.
Brand equity refers to the premium value of a well-known brand name over generic equivalents, as familiar brands are believed to be superior.
A brand is unique and timeless, while a product can be copied and outdated.
The document then lists numerous additional branding concepts and terms that are not defined, including brand life cycle, cult brand, brand dilution, brand extension, brand association, brand image, brand personality, and many others.
This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
Brands help differentiate products and services from competitors. Consumers view brands as important and attach meanings and relationships to them beyond physical attributes. Benefits of brands include helping consumers identify products, communicating quality and consistency, and acting as a symbol of status. Brands also benefit sellers by building stories around products, providing legal protection, and segmenting markets. Building strong brands requires decisions around positioning, name selection, sponsorship, and development. Positioning associates brands with benefits while engagement builds emotional connections. Choosing a name considers the product, market, and strategies with guidelines for suggesting benefits, being memorable, extendable, and legally protectable.
This document discusses key aspects of entrepreneurship and the entrepreneurial mindset. It defines an entrepreneur as an individual who takes initiative to bundle resources innovatively and bear risks/uncertainty. It describes the entrepreneurial process as involving opportunity identification, considering market size and window of opportunity to determine risks/rewards. It also discusses how entrepreneurs think, including effectuation, cognitive adaptability, and learning from failure through emotional recovery and understanding failure as a learning experience. Finally, it briefly discusses the role of entrepreneurship in economic development through innovation.
This document discusses introducing and naming new products and brand extensions. It covers leveraging existing brands, different types of brand extensions like line extensions and category extensions, strategies for establishing new categories, advantages and disadvantages of extensions, factors that contribute to successful extensions, and how to evaluate brand extension opportunities. The key points are leveraging brands, different extension strategies, understanding how customers evaluate extensions, and evaluating potential extensions.
This document discusses how to choose brand elements and design marketing programs to build brand equity. It begins by outlining the learning outcomes, which are how a brand's identity is created, choosing brand elements, optimizing the marketing mix to build equity, and understanding the effects of marketing mix actions on brand knowledge.
It then discusses criteria for choosing brand elements like logos and slogans, ensuring they are memorable, meaningful, likable, transferable, adaptable and protectable. Options for brand elements include names, URLs, logos, characters, slogans and jingles. The document also covers packaging and its role in branding.
Finally, it discusses designing marketing programs through a new perspective considering digitalization,
The document discusses choosing brand elements to build brand equity. It covers several key brand elements including brand names, URLs, logos, symbols, characters, slogans, and packaging. It provides criteria for choosing brand elements such as being memorable, meaningful, likable, transferable, adaptable, and protectable. The document uses MRF, an Indian tire manufacturer, as a case study, explaining how its iconic Muscleman mascot was developed and has served as the brand's central marketing element for decades. It stresses that brand elements should enhance brand awareness and facilitate strong, favorable associations to build brand equity over time.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can be used to increase brand awareness, convey brand meanings and benefits, and influence consumer behavior. The goal is to select cohesive elements that create a distinctive brand identity.
The document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, jingles, and packaging that can be used to increase brand awareness and shape brand image when chosen strategically based on these criteria. The goal is for the brand elements to form a cohesive identity that enhances customer-based brand equity.
MKT 455-ch 4 brand elements - CANVAS.pptsarasroka3
This chapter discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It covers various brand elements like names, logos, symbols, characters, slogans, jingles, URLs, and packaging. Choosing distinctive yet meaningful elements that customers find appealing and memorable can increase brand awareness and positively influence brand perceptions. Elements must also be flexible to changes and legally protected from competitors. Famous branding mistakes from not properly considering language and cultural differences are also highlighted.
The chapter discusses key concepts in brand management including defining a brand, the importance of brands for consumers and firms, examples of strong brands, challenges and opportunities in branding, and the strategic brand management process. The strategic process involves 4 steps - identifying brand positioning and values, planning marketing programs, measuring brand performance, and growing brand equity over time. Strong brands create differentiation and value through elements such as vision, persistence, innovation and leveraging of assets.
This document discusses criteria for choosing effective brand elements, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of various brand elements like names, logos, symbols, slogans, URLs, jingles, and packaging that can be used to build brand equity when chosen carefully based on these criteria. The brand elements should create awareness, form positive associations, and reinforce the brand's positioning in customers' minds.
This document discusses key concepts in brand management including what a brand is, how it identifies the seller or product, and its tangible and intangible attributes. A brand aims to differentiate a product from competitors and build equity over time through consistent identity, experience, and activities like product development, advertising, and sales. Strong brands develop loyalty and command a premium. Effective packaging and labeling support the brand message and strategy.
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
This document discusses how to choose brand elements that build brand equity. It explains that brand knowledge depends on initial brand element choices, marketing programs, and other associations. Good brand elements are memorable, meaningful, likeable, transferable, adaptable, and protectable. Examples of different types of brand elements are provided like names, slogans, logos, symbols, characters, URLs, packaging and their role in building brand awareness and associations. Guidelines are given for selecting each element type to achieve brand objectives.
A brand's name is one of its most important elements. An effective name should be memorable, meaningful, and likable. It acts as an ambassador, reflecting the brand's character and creating associations with the brand's promises. An ideal name matches the brand's positioning strategy, is simple yet unique, can be easily pronounced and registered worldwide, and has positive connotations. While essential branding elements, a name alone does not define the brand - the goal is to communicate an intangible idea or insight to customers.
This document discusses brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines the target market and competitors, as well as points-of-parity and points-of-difference versus competitors. A brand audit assesses a brand's health, sources of equity, and ways to improve equity from both internal and external perspectives. The document outlines the steps and components of conducting a thorough brand audit.
This document discusses brand positioning and brand audits. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines the target market and competitors, as well as points-of-parity and points-of-difference versus competitors. A brand audit assesses a brand's health, sources of equity, and ways to improve equity from both internal and external perspectives. The document outlines the steps and components of conducting a thorough brand audit.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
Nature and importance of brands
Characteristics of a good brand name
Branding strategies of producers and middlemen
Building and using brand equity
Nature and importance of packaging and labeling
Packaging strategies
Marketing implications of product features
This document defines and provides examples for various branding terms:
Brand is defined as a name, symbol, or design that identifies a seller's goods/services and distinguishes them from competitors. A brand example given is Coca-Cola.
Brand equity refers to the premium value of a well-known brand name over generic equivalents, as familiar brands are believed to be superior.
A brand is unique and timeless, while a product can be copied and outdated.
The document then lists numerous additional branding concepts and terms that are not defined, including brand life cycle, cult brand, brand dilution, brand extension, brand association, brand image, brand personality, and many others.
This document discusses key concepts related to branding and brand equity. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brand equity refers to the added value provided to products and services due to the brand, as perceived by consumers. Brand equity is built through marketing activities and investments that create brand awareness, loyalty, perceptions of quality, and brand associations. It can be measured using tools like brand audits, brand tracking, and brand valuation. Managing brand equity involves developing a branding strategy that makes decisions around brand architecture, portfolio, and revitalization.
Brands help differentiate products and services from competitors. Consumers view brands as important and attach meanings and relationships to them beyond physical attributes. Benefits of brands include helping consumers identify products, communicating quality and consistency, and acting as a symbol of status. Brands also benefit sellers by building stories around products, providing legal protection, and segmenting markets. Building strong brands requires decisions around positioning, name selection, sponsorship, and development. Positioning associates brands with benefits while engagement builds emotional connections. Choosing a name considers the product, market, and strategies with guidelines for suggesting benefits, being memorable, extendable, and legally protectable.
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This document discusses key aspects of entrepreneurship and the entrepreneurial mindset. It defines an entrepreneur as an individual who takes initiative to bundle resources innovatively and bear risks/uncertainty. It describes the entrepreneurial process as involving opportunity identification, considering market size and window of opportunity to determine risks/rewards. It also discusses how entrepreneurs think, including effectuation, cognitive adaptability, and learning from failure through emotional recovery and understanding failure as a learning experience. Finally, it briefly discusses the role of entrepreneurship in economic development through innovation.
This document discusses introducing and naming new products and brand extensions. It covers leveraging existing brands, different types of brand extensions like line extensions and category extensions, strategies for establishing new categories, advantages and disadvantages of extensions, factors that contribute to successful extensions, and how to evaluate brand extension opportunities. The key points are leveraging brands, different extension strategies, understanding how customers evaluate extensions, and evaluating potential extensions.
This document discusses customer-based brand equity and how to build strong brands. It defines customer-based brand equity as the differential effect brand knowledge has on consumer responses to marketing. Strong brands have high brand awareness, favorable brand associations in consumer memory. Building brand equity requires establishing brand identity, meaning, responses, and relationships with consumers. The key is developing strong brand knowledge through awareness and positive brand image and associations.
This document discusses market segmentation and strategic targeting. It covers the importance of segmentation to address different consumer needs and help products compete. The key bases covered for segmenting consumers include demographic, geodemographic, psychographic, behavioral, and benefit segments. Effective targeting requires understanding these consumer segments and positioning products to deliver specific benefits to the target segment. The document provides examples of segmentation analyses and strategies for implementation.
Strategic human resource management aligns HR policies and decisions with organizational goals and strategy. It creates clear connections between employee activities and achieving organizational purpose. The document discusses the importance of HRM in achieving organizational goals and outlines the four main functions of HRM: staffing, training and development, motivation, and maintenance. It also discusses external influences on HRM like laws/regulations, labor unions, management thought, and the dynamic business environment.
This document discusses introducing and evaluating brand extensions. It defines brand extensions as using an established brand name to introduce a new product. Successful extensions create similarities and differences between the extension and parent brand. Marketers must evaluate extensions based on consumer knowledge of the parent brand and the likelihood the extension enhances or harms the parent brand's equity. The key steps are defining consumer brand knowledge, identifying extension candidates, evaluating candidates, designing marketing programs, and assessing the extension's performance and impact on the parent brand.
This document provides an introduction to business concepts including the foundations of business and economics. It discusses how people have become dependent on exchange and the development of the barter system. It defines business as the exchange of goods, services, or money for mutual benefit or profit. It also outlines several core business concepts such as owners, managers, employees, consumers, and business objectives including survival, growth, social responsibility, and profit. Finally, it introduces economic concepts such as resources, goods and services, and how societies allocate limited resources to produce and distribute goods and services.
This document discusses key aspects of entrepreneurship and the entrepreneurial mindset. It defines an entrepreneur as an individual who takes initiative to bundle resources innovatively and bear risks/uncertainty. It describes the entrepreneurial process as involving opportunity identification, considering market size and window of opportunity to determine risks/rewards. It also discusses how entrepreneurs think, including effectuation, cognitive adaptability, and learning from failure through emotional recovery and understanding failure as a learning experience. Finally, it briefly discusses the role of entrepreneurship in economic development through innovation.
This document discusses branding and brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. Brands are important because they reduce consumer risk, lower search costs, and are valuable assets for firms. The strategic brand management process involves identifying brand positioning, planning marketing programs, measuring performance, and growing brand equity over time. Strong brands create competitive advantages through product performance or other non-product means.
The document discusses sources of new business ideas such as trends, consumers, existing products and services, distribution channels, government, and research and development. It also outlines methods for generating new ideas like focus groups, brainstorming, and problem solving techniques. Finally, it covers defining and classifying innovations, the product development process, and opportunities for e-commerce in new ventures.
This document discusses entrepreneurial intentions and corporate entrepreneurship. It defines entrepreneurial intentions as the motivational factors that influence individuals to pursue entrepreneurial outcomes. Intention is stronger when an action is perceived as feasible and desirable. The document also discusses how education, age, work history, role models, and support systems can influence entrepreneurial intentions and characteristics. Additionally, it contrasts managerial and entrepreneurial decision making, providing characteristics of entrepreneurial environments and leadership. Finally, it outlines steps to establish corporate entrepreneurship in an organization and discusses challenges and successful efforts.
This document discusses key aspects of entrepreneurship and the entrepreneurial mindset. It defines an entrepreneur as an individual who takes initiative to bundle resources innovatively and bear risks/uncertainty. It describes the entrepreneurial process as involving opportunity identification, considering market size and window of opportunity to determine risks/rewards. It also discusses how entrepreneurs think, including effectuating based on available resources and selecting outcomes, and having cognitive adaptability. Entrepreneurs can learn from failure by emotionally recovering and gaining knowledge to apply to future ventures.
This document discusses various methods for measuring brand equity and market performance, including comparative, holistic, and valuation approaches. Comparative methods examine consumer responses based on changes in branding versus marketing elements. Holistic methods attempt to place an overall value on a brand through residual or valuation techniques. Valuation approaches seek to assign a financial value to brand equity for purposes like mergers and acquisitions. The document specifically describes Interbrand's brand valuation methodology, which calculates brand value as the net present value of forecast brand earnings discounted by a brand-specific rate.
This chapter discusses both qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative methods like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative methods covered include awareness, image, brand responses, and brand relationships measures. Comprehensive models for measuring customer-based brand equity are also introduced, including the Brand Dynamics model, Equity Engines model, and Young & Rubicam's Brand Asset Valuator (BAV) framework.
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated properly. The document then covers new perspectives in marketing like digitalization and ways marketers are moving away from mass strategies. It proposes using personalized approaches like experiential, one-to-one, and permission marketing to build relationships while still providing control. Finally, it discusses integrating brands into supporting marketing programs like product, pricing, and channel strategies.
1) The document provides a historical overview of Pakistan from 1947 to 2020, covering major political events and leaders. It discusses the early challenges facing Pakistan after independence and the establishment of separate governments in East and West Pakistan.
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LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
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it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
Pride Month Slides 2024 David Douglas School District
kellersbm304-130514104825-phpapp02.pdf
1. 4.1
CHAPTER 4:
CHAPTER 4:
CHOOSING BRAND ELEMENTS TO
CHOOSING BRAND ELEMENTS TO
BUILD BRAND EQUITY
BUILD BRAND EQUITY
Kevin Lane Keller
Kevin Lane Keller
Tuck School of Business
Tuck School of Business
Dartmouth College
Dartmouth College
2. 4.2
Building
Building
Customer-Based Brand Equity
Customer-Based Brand Equity
Brand knowledge structures depend on:
Brand knowledge structures depend on:
The initial choices for the brand elements
The initial choices for the brand elements
The supporting marketing program and the manner
The supporting marketing program and the manner
by which the brand is integrated into it
by which the brand is integrated into it
Other associations indirectly transferred to the brand
Other associations indirectly transferred to the brand
by linking it to some other entities
by linking it to some other entities
3. 4.3
Criteria for Choosing Brand Elements
Criteria for Choosing Brand Elements
Memorability
Memorability
Meaningfulness
Meaningfulness
Likability
Likability
Transferability
Transferability
Adaptability
Adaptability
Protectability
Protectability
Marketer’s offensive strategy
and build brand equity
Defensive role for leveraging
and maintaining brand equity
4. 4.4
Memorability
Memorability
Brand elements should inherently be memorable
Brand elements should inherently be memorable
and attention-getting, and therefore facilitate
and attention-getting, and therefore facilitate
recall or recognition.
recall or recognition.
For example, a brand of propane gas cylinders
For example, a brand of propane gas cylinders
named Blue Rhino featuring a powder-blue
named Blue Rhino featuring a powder-blue
animal mascot with a distinctive yellow flame is
animal mascot with a distinctive yellow flame is
likely to stick in the minds of consumers.
likely to stick in the minds of consumers.
5. 4.5
Meaningfulness
Meaningfulness
Brand elements may take on all kinds of meaning, with
Brand elements may take on all kinds of meaning, with
either descriptive or persuasive content.
either descriptive or persuasive content.
Two particularly important criteria
General information about the nature of the product category
General information about the nature of the product category
Specific information about particular attributes and benefits
Specific information about particular attributes and benefits
of the brand
of the brand
The first dimension is an important determinant of
The first dimension is an important determinant of
brand awareness and salience; the second, of brand
brand awareness and salience; the second, of brand
image and positioning.
image and positioning.
6. 4.6
Likability
Likability
Do customers find the brand element
Do customers find the brand element
aesthetically appealing?
aesthetically appealing?
Descriptive and persuasive elements reduce the
Descriptive and persuasive elements reduce the
burden on marketing communications to build
burden on marketing communications to build
awareness.
awareness.
7. 4.7
Transferability
Transferability
How useful is the brand element for line or
How useful is the brand element for line or
category extensions?
category extensions?
To what extent does the brand element add to
To what extent does the brand element add to
brand equity across geographic boundaries and
brand equity across geographic boundaries and
market segments?
market segments?
8. 4.8
Adaptability
Adaptability
The more adaptable and flexible the brand
The more adaptable and flexible the brand
element, the easier it is to update it to changes in
element, the easier it is to update it to changes in
consumer values and opinions.
consumer values and opinions.
For example, logos and characters can be given a
For example, logos and characters can be given a
new look or a new design to make them appear
new look or a new design to make them appear
more modern and relevant.
more modern and relevant.
9. 4.9
Protectability
Protectability
Marketers should:
Marketers should:
1.
1. Choose brand elements that can be legally
Choose brand elements that can be legally
protected internationally.
protected internationally.
2.
2. Formally register chosen brand elements with the
Formally register chosen brand elements with the
appropriate legal bodies.
appropriate legal bodies.
3.
3. Vigorously defend trademarks from unauthorized
Vigorously defend trademarks from unauthorized
competitive infringement.
competitive infringement.
10. 4.10
Tactics for Brand Elements
Tactics for Brand Elements
A variety of brand elements can be chosen that inherently
A variety of brand elements can be chosen that inherently
enhance brand awareness or facilitate the formation of
enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
strong, favorable, and unique brand associations.
Brand names
Brand names
URLs
URLs
Logos and symbols
Logos and symbols
Characters
Characters
Slogans
Slogans
Packaging
Packaging
11. 4.11
Brand Names
Brand Names
Like any brand element, brand names must
Like any brand element, brand names must
be chosen with the six general criteria of
be chosen with the six general criteria of
memorability, meaningfulness, likability,
memorability, meaningfulness, likability,
transferability, adaptability, and protectability
transferability, adaptability, and protectability
in mind.
in mind.
12. 4.12
Brand
Brand Naming Guidelines
Naming Guidelines
Brand awareness
Brand awareness
Simplicity and ease of pronunciation and spelling
Simplicity and ease of pronunciation and spelling
Familiarity and meaningfulness
Familiarity and meaningfulness
Differentiated, distinctive, and uniqueness
Differentiated, distinctive, and uniqueness
Brand associations
Brand associations
The explicit and implicit meanings consumers
The explicit and implicit meanings consumers
extract from it are important. In particular, the brand
extract from it are important. In particular, the brand
name can reinforce an important attribute or benefit
name can reinforce an important attribute or benefit
association that makes up its product positioning.
association that makes up its product positioning.
13. 4.13
Brand
Brand Naming Procedures
Naming Procedures
Define objectives
Define objectives
Generate names
Generate names
Screen initial candidates
Screen initial candidates
Study candidate names
Study candidate names
Research the final candidates
Research the final candidates
Select the final name
Select the final name
14. 4.14
URLs
URLs
URLs (uniform resource locators) specify
URLs (uniform resource locators) specify
locations of pages on the web and are also
locations of pages on the web and are also
commonly referred to as
commonly referred to as domain names.
domain names.
A company can either sue the current owner of
A company can either sue the current owner of
the URL for copyright infringement, buy the
the URL for copyright infringement, buy the
name from the current owner, or register all
name from the current owner, or register all
conceivable variations of its brand as domain
conceivable variations of its brand as domain
names ahead of time.
names ahead of time.
15. 4.15
Logos and Symbols
Logos and Symbols
Play a critical role in building brand equity and
Play a critical role in building brand equity and
especially brand awareness
especially brand awareness
Logos range from corporate names or
Logos range from corporate names or
trademarks (word marks with text only) written
trademarks (word marks with text only) written
in a distinctive form, to entirely abstract designs
in a distinctive form, to entirely abstract designs
that may be completely unrelated to the word
that may be completely unrelated to the word
mark, corporate name, or corporate activities
mark, corporate name, or corporate activities
16. 4.16
Characters
Characters
A special type of brand symbol—one that takes on
A special type of brand symbol—one that takes on
human or real-life characteristics
human or real-life characteristics
Some are animated like Pillsbury’s Poppin’ Fresh
Some are animated like Pillsbury’s Poppin’ Fresh
Doughboy, Peter Pan peanut butter’s character, and
Doughboy, Peter Pan peanut butter’s character, and
numerous cereal characters such as Tony the Tiger,
numerous cereal characters such as Tony the Tiger,
Cap’n Crunch, and Snap, Crackle & Pop.
Cap’n Crunch, and Snap, Crackle & Pop.
Others are live-action figures like Juan Valdez
Others are live-action figures like Juan Valdez
(Colombian coffee), the Maytag repairman, and Ronald
(Colombian coffee), the Maytag repairman, and Ronald
McDonald. Notable newcomers include the AOL
McDonald. Notable newcomers include the AOL
running man, the Budweiser frogs, and the AFLAC
running man, the Budweiser frogs, and the AFLAC
duck.
duck.
17. 4.17
Slogans
Slogans
Slogans are short phrases that communicate
Slogans are short phrases that communicate
descriptive or persuasive information about the
descriptive or persuasive information about the
brand.
brand.
Slogans are powerful branding devices because,
Slogans are powerful branding devices because,
like brand names, they are an extremely efficient,
like brand names, they are an extremely efficient,
shorthand means to build brand equity
shorthand means to build brand equity
18. 4.18
Classic Slogans
“
“Melts in your mouth, not in your hands”
Melts in your mouth, not in your hands”
(M&M’s)
(M&M’s)
“
“Sometimes you feel like a nut, sometimes you
Sometimes you feel like a nut, sometimes you
don’t” (Almond Joy/Mounds)
don’t” (Almond Joy/Mounds)
“
“Where’s the beef?” (Wendy’s)
Where’s the beef?” (Wendy’s)
“
“A mind is a terrible thing to waste” (United
A mind is a terrible thing to waste” (United
Negro College Fund)
Negro College Fund)
“
“Can you hear me now?” (Verizon)
Can you hear me now?” (Verizon)
Source: Monty Phan, “Celebrating Their Sweet Success,” Newsday, 21 September 2004, A43.
19. 4.19
Jingles
Jingles
Jingles are musical messages written around
Jingles are musical messages written around
the brand. Typically composed by professional
the brand. Typically composed by professional
songwriters, they often have enough catchy
songwriters, they often have enough catchy
hooks and choruses to become almost
hooks and choruses to become almost
permanently registered in the minds of listeners
permanently registered in the minds of listeners
—sometimes whether they want them to or not!
—sometimes whether they want them to or not!
Jingles are perhaps most valuable in enhancing
Jingles are perhaps most valuable in enhancing
brand awareness.
brand awareness.
20. 4.20
Packaging
Packaging
From the perspective of both the firm and
From the perspective of both the firm and
consumers, packaging must achieve a number of
consumers, packaging must achieve a number of
objectives:
objectives:
Identify the brand
Identify the brand
Convey descriptive and persuasive information
Convey descriptive and persuasive information
Facilitate product transportation and protection
Facilitate product transportation and protection
Assist at-home storage
Assist at-home storage
Aid product consumption
Aid product consumption
Susan B. Bassin, “Value-Added Packaging Cuts through Store Clutter,”
Susan B. Bassin, “Value-Added Packaging Cuts through Store Clutter,”
Marketing News,
Marketing News, 26 September 1988, 21.
26 September 1988, 21.
21. 4.21
Packaging Can Influence Taste
Packaging Can Influence Taste
Our sense of taste and touch is very suggestible,
Our sense of taste and touch is very suggestible,
and what we see on a package can lead us to
and what we see on a package can lead us to
taste what we think we are going to taste.
taste what we think we are going to taste.
22. 4.22
Packaging Can Influence Value
Packaging Can Influence Value
Long after we have bought a product, a
Long after we have bought a product, a
package can still lead us to believe we bought
package can still lead us to believe we bought
it because it was a good value.
it because it was a good value.
23. 4.23
Packaging Can Influence
Packaging Can Influence
Consumption
Consumption
Studies of 48 different types of foods and
Studies of 48 different types of foods and
personal care products have shown that people
personal care products have shown that people
pour and consume between 18% and 32% more
pour and consume between 18% and 32% more
of a product as the size of the container doubles.
of a product as the size of the container doubles.
Valerie Folkes, Ingrid Martin and Kamal Gupta,
Valerie Folkes, Ingrid Martin and Kamal Gupta,
“
“When to Say When: Effects of Supply on Usage,”
When to Say When: Effects of Supply on Usage,”
Journal of Consumer Research
Journal of Consumer Research, 20 December 1993, 467-477.
, 20 December 1993, 467-477.
24. 4.24
Packaging Can Influence How a
Packaging Can Influence How a
Person Uses a Product
Person Uses a Product
One strategy to increase use of mature products
One strategy to increase use of mature products
has been to encourage people to use the brand
has been to encourage people to use the brand
in new situations, like soup for breakfast, or new
in new situations, like soup for breakfast, or new
uses, like baking soda as a refrigerator
uses, like baking soda as a refrigerator
deodorizer.
deodorizer.
An analysis of 26 products and 402 consumers
An analysis of 26 products and 402 consumers
showed that twice as many people learned about
showed that twice as many people learned about
the new use from the package than from
the new use from the package than from
television ads.
television ads.
25. 4.25
Putting It All Together
Putting It All Together
The entire set of brand elements makes up the
The entire set of brand elements makes up the
brand identity,
brand identity, the contribution of all brand
the contribution of all brand
elements to awareness and image.
elements to awareness and image.
The cohesiveness of the brand identity depends
The cohesiveness of the brand identity depends
on the extent to which the brand elements are
on the extent to which the brand elements are
consistent.
consistent.