MKT 510 Chapter Notes - Chapter 4: Sony Crackle, Sodium Bicarbonate, Air Freshener
Document Summary
Chapter 4 choosing brand elements to build brand equity. Brand elements: (brand identities) trademarkable devices that serve to identify & differentiate the brand: brand names, urls, logos, symbols, characters, spokespeople, slogans. Cbbe suggests that marketers should choose brand elements to enhance brand awareness; facilitate the formation of strong, favourable, & unique brand associations; or elicit positive brand judgements & feelings. Offensive: memorablility, meaningfulness, likability defensive, transferability, adaptability, protectability. Memorable & attention-getting, & therefore facilitate recall or recognition. Ex, a brand of propane gas cylinders named blue rhino featuring a powder- blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers. May take on all kinds of meaning, with either descriptive or persuasive content. General info about the nature of the product category. Specific info about particular attributes & benefits of the brand. The first dimension is an important determinant of brand awareness & salience; the second, of brand image & positioning.
