MGMC11H3 Lecture Notes - Lecture 4: Cybersquatting, Dominate, Morpheme
Document Summary
Chapter 4 - choosing brand elements to build brand equity. Brand elements - trademark able devices that serve to identify and differentiate the brand. Main ones: brand names, urls, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. Brand elements used to enhance brand awareness, facilitate the formation of strong, favourable and unique brand associations, and elicit positive brand judgments and feelings. Memorability, meaningfulness and likability - marketers offensive strategy and build brand equity. General information about the function of the product or service: descriptive meaning & suggest something about the product category. Consumer ability to identify the product category for the brand based on one brand element. Specific information about particular attributes and benefits of the brand: persuasive meaning and suggest something of kind of product or its key points-of-difference attributes or benefits: likability - brand element aesthetically appealing.