Brand Elements Building Brand Equity Chapter 4

Report
Brand Elements
Building Brand Equity
Chapter 4
Choice Criteria
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Memorability - recognition, recall
Meaningfulness - persuasive
Likability - fun, visually pleasing
Transferability - across products, borders
Adaptability - flexible, updatable
Protectability - legal, competitive
Naming Criteria
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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
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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
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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?

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