MKT 427:CHAPTER: 4
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
▪ Criteria for choosing brand elements:
|Memorability: |names, symbols, logos, semantic content, visual properties, more attention getting | |[pic] |easy to remember | | |eg: “Blue Rhino” (propane gas cylinder), reinforcing it with a powder-blue mascot with distinctive yellow flame. | |Meaningfulness: |General and Specific information | |"The world's local bank" | | |Likeability: |eg: PepsiCo introduced their new Code Red soft drink. | |Transferability: |both product category and geographic sense. | | |eg: Amazon connotes a massive South American river | | |whereas Toys”R”Us obviously does not permit the same flexibility. | |Adaptability: |eg: New look of logos and characters to make them appear modern and relevant. | |Protectability: |Legally protected on an international basis and Formally register and Vigorously defend trademarks from unauthorized | |...