MGMC11H3 Lecture Notes - Lecture 4: Cybersquatting, Dominate, Morpheme

158 views6 pages
4 Feb 2017
School
Department
Course

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.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents