MGMC11H3 Chapter Notes - Chapter 4: Brand Equity, Brand Awareness, Cybersquatting
Document Summary
Mgmc11 chapter 4: choosing brand elements to build brand equity: Brand elements (brand identities) trademark-able devices that serve to identify and differentiate the brand. Cbbe model suggests to choose brand elements to: enhance brand awareness, facilitate the formation of strong, favourable, and unique associations, elicit positive brand judgments and feelings. Memorable (offensive strategy and build brand equity: easily recognized and recalled. Likable (offensive strategy and build brand equity: fun and interesting, rich visual and verbal imagery, aesthetically pleasing. Adaptable (defensive role for leveraging and maintaining brand equity in cases of opportunities and constraints: flexible and updatable. Familiarity and meaningfulness: tap into existing knowledge structures concrete or abstract meanings, brand name may also suggest product/service category, highly descriptive of product category or its attribute and benefits restrictive. Differentiated, distinctive, and unique: improves brand recognition if brand name is different, distinct, and unique, distinctive names makes it easier for consumers to learn intrinsic product info, may be:
