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Chapter 4: Choosing Brand Elements To Build Brand Equity

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Chapter 4: Choosing Brand Elements To Build Brand Equity

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    1. Chapter 4: Choosing Brand Elements To Build Brand Equity Swasti Manichand Stephanie

    2. Criteria For Chooses Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectabilty

    3. Brand Names Simplicity and ease of pronunciation and spelling Familiarity and meaningfulness Differentiated, distinctive and unique Descriptive brand names

    4. Naming Procedures Define objectives Generate ideas Screen initial candidates Study candidates Research final candidates Select the final name

    5. URL’S Domain names Location of page on the web Memorable

    6. Options And Tactics For Brand Elements Logos and symbols

    7. Options And Tactics For Brand Elements Characters

    8. Options And Tactics For Brand Elements Slogans

    9. Options And Tactics For Brand Elements Jingles

    10. Options And Tactics For Brand Elements Packaging

    11. Packaging Continued Has numerous benefits Packaging at point of purchase Packaging innovations Package design Package changes

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