Chapter 4: Choosing Brand Elements To Build Brand Equity

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Chapter 4 Choosing Brand Elements To Build Brand
Equity

• Swasti Manichand
• Stephanie

2
Criteria For Chooses Brand Elements

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectabilty

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Brand Names

• Simplicity and ease of pronunciation and spelling
• Familiarity and meaningfulness
• Differentiated, distinctive and unique
• Descriptive brand names

4
Naming Procedures

• Define objectives
• Generate ideas
• Screen initial candidates
• Study candidates
• Research final candidates
• Select the final name

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URLS

• Domain names
• Location of page on the web
• Memorable

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Options And Tactics For Brand Elements

• Logos and symbols

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Options And Tactics For Brand Elements

• Characters

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Options And Tactics For Brand Elements

• Slogans

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Options And Tactics For Brand Elements

• Jingles

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Options And Tactics For Brand Elements

• Packaging

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Packaging Continued

• Has numerous benefits
• Packaging at point of purchase
• Packaging innovations
• Package design
• Package changes