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?