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CHOOSING BRAND ELEMENTS
BYRAKU BORDEORIMBA IIyr (08-10)
DEPARTMENT OF MANAGEMENT STUDIESPONDICHERRY UNIVERSITY
Brand Elements
• Brand elements are those trademarkable devices that identify and differentiate the brand.
The latter three-• Transferable• Adaptable• Protectable- “defensive” and deal with how to leverage and
preserve the equity in a brand element in the face of opportunities and constraints.
MEANINGFUL• Is the brand
element credible and suggestive of the corresponding category.
Inherent meaning.
TRANSFERABLE • Can the brand element be used to
introduce new products in the same or different categories.
Brand equity across geographic boundaries and market segments.
ADAPTABLE• How adpatable and updatable
is the brand element. Changed to synchronize with
the changing consumer perceptions and preferences.
PROTECTIBLE• How legally protectible is the
brand element. How competively protectible.
Names that become synonymous with product categories.
REFERENCES
• Marketing Management, Thirteen edition, A South Asian Perspective. Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar Jha.