MKT 510 Lecture Notes - Brand Equity, Morpheme

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Ida Berger

Document Summary

Brand elements: are those trademarkable devices that serve to identify and differentiate the brand, the main ones are brand names, urls, logos, symbols, characters, spoke-people slogans Criteria for choosing brand elements: memorable,necessary fr building brand equity is achieving a high level of brand awareness, meaningful, descriptive, persuasive (general information, specific information (pg. 115: likeable, fun and interesting, rich verbal and visual imagery, transferable, within and across product categories, across geographic boundaries and cultures, adaptable, flexible, updateable, protectable, legally competitively. Choose brand elements that can be protected internationally. Vigorously defend trade marks from unauthorized copy right infringement. Brand names: they are important because they usually captures the central theme or key associations of a product in a very compact and economical function. Simple and easy to pronounce or spell. Morpheme: is the smallest linguistic unit having meaning. There are 7000 morphemes in the english language including real words like man as well as prefixes, suffixes or roots.