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Canada (161,660)
Marketing (884)
MKT 510 (65)
Ida Berger (52)
Chapter 4

Chapter 4 - Choosing brand elements to build brand equity

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Department
Marketing
Course
MKT 510
Professor
Ida Berger
Semester
Fall

Description
Wk. 3 – Ch. 4 – Choosing Brand Elements to Build Brand Equity Lecture on: September 20, 2012 Criteria for choosing brand elements 1. Memorability Offensive strategy and build brand equity 2. Meaningfulness 3. Likeability 4. Transferability 5. Adaptability Defensive role for leveraging and maintain brand equity in the face of 6. Protectability different opportunities and constraints - Some explained further: - Meaningfulness: o General information about the nature of the product category  Important determinant of brand awareness and salience o Specific information about particular attributes and benefits of the brand  Important determinant of brand image and positioning - Protectability: o Choose brand elements that can be legally protected internationally o Formally register them wit
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