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 |
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