Brand Elements Building Brand Equity Chapter 4 Choice Criteria • • • • • • Memorability - recognition, recall Meaningfulness - persuasive Likability - fun, visually pleasing Transferability - across products, borders Adaptability - flexible, updatable Protectability - legal, competitive Naming Criteria • • • • • Descriptive - function (Japan Airlines) Compounds - combo (Redbull) Classical - Latin based (Meritor) Arbitrary - no apparent tie (Apple) Fanciful - coined (Avanade) Suggestive Names • Benefit ColorStay lipstick; Die Hard battery • Function Shake ‘n Bake; Lean Cuisine • Country-of-origin Haagen Dazs, Yoplait Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid) URL: Domain Names • 84,000p per day registered • Unauthorized use • Brand recall criteria Yahoo! Logos • Symbols (Prudential’s rock, Allstate’s hands) • Mnemonic (Sprint’s pin drop metaphor) • Updated (Chrysler’s winged badge) Characters • Animated (doughboy, tiger) • Live-action (Maytag repairman, Bud frogs) • Updating (Aunt Jemima, Betty Crocker) Slogans • • • • • • Shorthand hook (like a good neighbor) Category link (Dockers/pants) Positioning (nothing runs like a Deere) Hyperbole (Bayer works wonders) Reinforcement (Just do it) Slogan quiz p. 209 Packaging Objectives • • • • • • • Identify brand (Mentadent shape) Present information (Bayer dosage) Protect product (Tylenol seals) Facilitate storage (Figi square bottles) Help consumption (V8 to six packs) POP displays (Lip balm) Color palate (orange Tide, yellow Kodak) Questions • How do the Budweiser Frogs contribute to consumer brand equity? • What does the phrase “Can you hear me now?” do for the brand? • What supermarket package is most memorable to you? Why?