Brand Elements and Brand Element Choice Criteria

BRAND ELEMENTS Brand elements are devices that identify and differentiate the brand. Multiple brand elements application may strong the...


BRAND ELEMENTS

Brand elements are devices that identify and differentiate the brand. Multiple brand elements application may strong the brand equity. The outcome of this activity can be judged by what consumers would think or feel about the product if the brand element were all they knew.


Brand Elements

BRAND ELEMENT CHOICE CRITERIA 

There are six criteria for choosing brand elements. These brand building criteria can be divided into two categories.

Brand Building


The elements used to build a brand, memorable, meaningful, and likable

Defensive


These elements are used to defend the brand position against the attack of other brands. The elements are transferable, adaptable, and protectable.

Brand Building

Memorable

How easily do consumers recall and recognize the brand element, and when—at both purchase and consumption? Short names such as Tide, Crest, and Puffs are memorable brand elements.

Meaningful

Is the brand element credible? Does it suggest the corresponding category and a product ingredient or the type of person who might use the brand? Consider the inherent meaning in names such as DieHard auto batteries, Mop & Glo floor wax, and Lean Cuisine low-calorie frozen entrees.

Likable

How aesthetically appealing is the brand element? A recent trend is for playful names that also offer a readily available URL, like Flickr photo sharing, Wakoopa social networking, and Motorola’s ROKR and RAZR cell phones.

Defensive

Transferable

Can the brand element introduce new products in the same or different categories? Does it add to brand equity across geographic boundaries and market segments? Although initially an online book seller,Amazon.com was smart enough not to call itself “Books ‘R’Us.”The Amazon is famous as the world’s biggest river, and the name suggests the wide variety of goods that could be shipped, an important descriptor of the diverse range of products the company now sells.


Adaptable

How adaptable and updatable is the brand element? The face of Betty Crocker has received more than seven makeovers in 87 years, and she doesn’t look a day over!

Protect able

How legally protectable is the brand element? How competitively protectable? Names that become synonymous with product categories—such as Kleenex, Kitty Litter, Jell-O, Scotch Tape,Xerox, and Fiberglass—should retain their trademark rights and not become generic.

COMMENTS

BLOGGER: 4
Loading...
Name

Bitcoin,1,Brand,19,Brand Architecture,2,Brand Elements,1,Brand Equity,13,Brand Equity Analysis,1,Brand Equity Models,1,Brand Extension,1,Brand Loyalty,1,Brand Portfolios,1,Brand Protection,1,Brand Resosnance Model,1,Brand Strategy,2,Brand Value Chain,1,Brand Worth,1,BRANDASSET® VALUATOR,1,brands,1,BRANDZ,1,BRICS Development Bank,1,Consumer Markets,2,consumer preferences,1,Counterfeit Products,1,cryptocurrency,1,Demand Forecast,1,Digital Business,3,Digital Marketing,3,Distribution Channels,4,Effective Segmentation,1,Emerging Markets,3,fake replicas,1,Franchise,1,Franchise Opportunity,1,Franchise Ownership',1,Franchiser,1,Franchising,1,Innovation,1,innovation culture,1,Know Who Based Innovation,1,Levels of Distribution Channel,1,List of Emerging Markets,1,managment of innovation,1,marketing,1,Measuring Brand Equity,3,permanent innovation,1,Positioning Differentiation,4,Pricing Strategy,1,Segmentation,5,SWOT analysis,1,Targeting,2,The New Development Bank (NDB),1,Types of Distributions,2,Types of Marketing Channels,2,Types of wholesale market,1,Wholesealers,1,
ltr
item
Manual of Marketing: Brand Elements and Brand Element Choice Criteria
Brand Elements and Brand Element Choice Criteria
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhu4gZomqZOdmRjxFrhIObhXf3MLywv24TsXjOI865vCVPEoW-hcCMxs1SaqZ_qceemyhsVZyVRTH2ccoaqJt76Fh_4Yh4501ZXvLPLu4gKlmv0zj39-dEE5sLi9qOVynww8ami5xqACO31/s400/brand+equity.jpg
https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhu4gZomqZOdmRjxFrhIObhXf3MLywv24TsXjOI865vCVPEoW-hcCMxs1SaqZ_qceemyhsVZyVRTH2ccoaqJt76Fh_4Yh4501ZXvLPLu4gKlmv0zj39-dEE5sLi9qOVynww8ami5xqACO31/s72-c/brand+equity.jpg
Manual of Marketing
https://manualofmarketing.blogspot.com/2013/09/brand-elements-and-brand-element-choice.html
https://manualofmarketing.blogspot.com/
http://manualofmarketing.blogspot.com/
http://manualofmarketing.blogspot.com/2013/09/brand-elements-and-brand-element-choice.html
true
7405980915167646028
UTF-8
Loaded All Posts Not found any posts VIEW ALL Readmore Reply Cancel reply Delete By Home PAGES POSTS View All RECOMMENDED FOR YOU LABEL ARCHIVE SEARCH ALL POSTS Not found any post match with your request Back Home Sunday Monday Tuesday Wednesday Thursday Friday Saturday Sun Mon Tue Wed Thu Fri Sat January February March April May June July August September October November December Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec just now 1 minute ago $$1$$ minutes ago 1 hour ago $$1$$ hours ago Yesterday $$1$$ days ago $$1$$ weeks ago more than 5 weeks ago Followers Follow THIS CONTENT IS PREMIUM Please share to unlock Copy All Code Select All Code All codes were copied to your clipboard Can not copy the codes / texts, please press [CTRL]+[C] (or CMD+C with Mac) to copy