Transcript Brand Elements Building Brand Equity Chapter 4
Building Brand Equity Chapter 4
• Memorability - recognition, recall • Meaningfulness - persuasive • Likability - fun, visually pleasing • Transferability - across products, borders • Adaptability - flexible, updatable • Protectability - legal, competitive
• Descriptive - function (Japan Airlines) • Compounds - combo (Redbull) • Classical - Latin based (Meritor) • Arbitrary - no apparent tie (Apple) • Fanciful - coined (Avanade)
• • •
ColorStay lipstick; Die Hard battery
Shake ‘n Bake; Lean Cuisine
Haagen Dazs, Yoplait
spelling (Kool); abbreviation (7 Up, IBM)
URL: Domain Names
• 84,000p per day registered • Unauthorized use • Brand recall criteria Yahoo!
• Symbols (Prudential’s rock, Allstate’s hands) • Mnemonic (Sprint’s pin drop metaphor) • Updated (Chrysler’s winged badge)
• Animated (doughboy, tiger) • Live-action (Maytag repairman, Bud frogs) • Updating (Aunt Jemima, Betty Crocker)
• 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
• 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)
• 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?