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?