MKT 510 Study Guide - Final Guide: Organizational Structure, Brand Equity, Brand Awareness
Document Summary
4 choosing brand elements to build brand equity. Offensive strategy and build brand equity: memorability, meaningfulness, likeability, transferability, adaptability, protectability. Defensive role for leveraging and maintain brand equity in the face of different opportunities and constraints. Meaningfulness: general information about the nature of the product category. Important determinant of brand awareness and salience: specific information about particular attributes and benefits of the brand. Protectability: choose brand elements that can be legally protected internationally, formally register them with the appropriate legal bodies, vigorously defend trademarks from unauthorized competitive infringement. Simplicity and ease of pronunciation and spelling. Differentiated, distinctive, and unique: brand associations, naming procedures: Select the final name: urls, logos and symbols. Easily recognizable and transfer well into international markets: characters, slogans: short phrases that communicate descriptive or persuasive information about the brand. 5 designing marketing programs to build brand equity.
