Brand Elements

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 (Prudentials rock, Allstates hands)
• Mnemonic (Sprints pin drop metaphor)
• Updated (Chryslers 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

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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?

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