MKT 510 Chapter 4: MKT510 - Chapter 4

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

Chapter 4 using brand elements to build brand equity. Brand elements/identities trademarkable devices that serve to id or differentiate the brand. Urls, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Urls: you can buy a specific name, have to be careful of infringement or people holding urls hostage. Logos and symbols: visual representation of your brand and can be very memorable, they can be easily transferable. Characters: human or real-life characteristics on a brand symbol, attention getting and useful to creating brand awareness, help communicate key product benefits and break through the market clutter. Slogans: short phrases that communicate descriptive or persuasive info about the brand, they can play off the brand name to build brand awareness, when changing your slogan consider. Recognize how the slogan is contributing to brand equity, if at all, through enhanced awareness or image. Decide how much of this equity enhancement, if any, is still needed.