MKT 510 Lecture 4: Mkt510-Chapter4

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11 Aug 2016
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Mkt 510: Chapter 4
Chapter 4: Choosing Brand Elements to Build Brand Equity
CRITERIA FOR CHOOSING BRAND ELEMENTS
1. Memorable
- Easily recognized
- Easily recalled
2. Meaningful
- Descriptive
- Persuasive
3. Likeable
- Fun and interesting
- Rich visual and verbal imagery
- Aesthetically pleasing
4. Transferable
- Measures the extent to which the brand element adds to the brand equity
for new products or in new markets for the brand
- Within and across product categories
- Across geographic boundaries and cultures
5. Adaptable
- Flexible
- Updatable
- The more adaptable and flexible the brand element, the easier it is to
update it – ex. Logos can be given a new design to make them appear
more modern and relevant
6. Protectable
- Legally marketers should:
oChoose brand elements that can be legally protected
internationally
oFormally register them with appropriate legal bodies
oVigorously defend trademarks from authorized competitive
infringement
- Competitively
oIs it competitively protectable?
oIf name, package, or other attribute is too easily copied, much of
the uniqueness of the brand may disappear
OPTIONS AND TACTICS FOR BRAND ELEMENTS
Brand Names
- is important because it captures the central theme or key associations of
a product in a very compact and economical fashion
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- Consumers can notice the brand name and register it in their minds in
just a few seconds
- However once a brand name is made it is difficult to change, therefore a
lot of research goes into it when finding the right name
- Most of the names are already legally registered
Naming Guideline
- Simplicity and Ease of Pronunciation and Spelling
oSimplicity reduces the effort consumers have to make to
comprehend and process the brand name
oShort names offer up a better chance at recall – easier to code in
our memory  Coca cola is now Coke
oThe names should also be easy to pronounce
- Familiarity and Meaningfulness
oThe brand name should be familiar and meaningful so it can tap
into existing knowledge structures
oLinks form more easily, increasing memorability
oTo help create strong brand-category links and aid brand recall,
the brand name may also suggest the product or service category
 ex. JuiceyJuice  makes 100% real fruit juices
- Differentiated, Distinctive, and Unique
oAlthough the name should be simple but it also has to be different
and unique to stand out
oDistinct names can make it easier for consumers to learn intrinsic
product information Ex. Smuckers Jam
oMorpheme – the smallest linguistic unit having meaning  ex. Man
oPlosives– words that begin with phonemic elements  b, c, d, g, k,
p, and t
oSibilants –use of sounds like s and soft c
Naming Procedures
oMost follow this procedure:
1. Define objectives
oDefine the branding objectives in terms of the six general criteria and
in particular define the ideal meaning the brand should convey
oRecognise the role of the brand within the corporate branding
hierarchy and how it should relate to other brands and products
2. Generate Names
oThis step involves generating as many names and concepts as possible
oThese names can come from company management and employees,
specialized computer-based naming companies etc.
3. Screen initial candidates
oScreen all the names against the branding objectives and marketing
considerations identified in step 1
4. Study Candidate names
oCollect more information on about the final 5-10 names
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