1 / 6

Brand Management System: Building and Managing Brands Across Products

Learn from Professor Carl Mela at Fuqua School of Business about the key elements of brand management, including names, logos, symbols, characters, slogans, and jingles. Understand how to create memorable, meaningful, transferable, adaptable, and protectable brand elements. Explore examples like Aquatred and Goodyear to see how brand elements influence consumer perceptions and drive brand success.

margaretstevens
Download Presentation

Brand Management System: Building and Managing Brands Across Products

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Brand Elements

  2. Elements Names Logos Symbols Characters Slogans Jingles www.pepsi.com??? Should be: Memorable Meaningful Transferable (across items or countries) Adaptable Protectable Brand Elements

  3. Brand Elements • Is Aquatred name: • Awareness • Easy to pronounce and spell • Familiar & meaningful • Distinctive • Associations • Linked to benefit • Bring in naming ad???

  4. Brand Elements • Is Goodyear logo (winged foot): • suggestive of benefit? • creating positive associations? • Character • none, unlike Michelin man • rich in imagery and can generate strong affect • Slogan • “the best tires in the world” • summarize key benefits

  5. Brand Elements • Jingles • www.oscar-mayer.com • Memorable, best for awareness • Not highly transferable • Packaging • Important element for brand recognition (not for tires!) • Often an attribute - skiing with wine • Dramatic impact on sales - Rice-a-roni sales up 25%

  6. Summary

More Related