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Brand knowledge structures depend on:
The initial choices for the brand elements
The supporting marketing program and themanner by which the brand is integrated intoit
Other associations indirectly transferred to thebrand by linking it to some other entities
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Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
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Memorability
Meaningfulness
Likability
Adaptability
Protectability
Transferability
Marketers offensive strategyand build brand equity/ BrandBuilding
Defensive role for leveragingand maintaining brand equity
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Brand elements should be memorable
and attention-getting, and therefore
facilitate recall or recognition. Easily Recognized
Easily Recalled
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Brand elements may take on all kinds ofmeaning, with either descriptive or
persuasive content. Two particularly important criteria
General information about the nature of theproduct category Brand Awareness / Salience
Specific information about particular attributesand benefits of the brand Brand Image /Positioning
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Do customers find the brand element
aesthetically appealing?
Descriptive and persuasive elementsreduce the burden on marketing
communications to build awareness.
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How useful is the brand element for line
or category extensions?
To what extent does the brand elementadd to brand equity across geographic
boundaries and market segments?
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The more adaptable and flexible the
brand element, the easier it is to update
it to changes in consumer values andopinions.
For example, logos and characters canbe given a new look or a new design to
make them appear more modern and
relevant.
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Marketers should:
1. Choose brand elements that can be legally
protected internationally.2. Formally register chosen brand elements
with the appropriate legal bodies.
3. Vigorously defend trademarks from
unauthorized competitive infringement.
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enhance brand awareness or facilitate theformation of strong, favorable, and uniquebrand associations.
Brand names URLs
Logos and symbols
Characters
Slogans
Packaging
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Most difficult to change
Descriptive describes function literally
Suggestive suggests a benefit or afunction
Compounds combination of two ormore words
Arbitrary real word but with noconnection to the company
Fanciful coined words with no meaning
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Brand awareness
Simplicity and ease of pronunciation and
spelling Familiarity and meaningfulness
Differentiated, distinctive, and uniqueness
Brand associations
Link the reinforced attribute or benefit
repositioning
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Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name
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uniform resource locators specify locations of pages on the web
and are also commonly referred to asdomain names.
A company can either sue the current
owner of the URL for copyright
infringement, buy the name from the
current owner, or register all conceivablevariations of its brand as domain names
ahead of time.
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corporate names or trademarks (wordmarks with text only) written in a
distinctive form, to entirely abstractdesigns that may be completelyunrelated to the word mark, corporatename, or corporate activities
Symbol non word mark logo Easy way of identification
Versatility spread across cultures andover a range of product categories
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A special type of brand symbolone thattakes on human or real-life characteristics
Attention getting and create brandawareness
Communicate product benefits
Enhance likeability
Transferred across categories
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Video
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Slogans are short phrases that
communicate descriptive or persuasive
information about the brand. Slogans are powerful branding devices
because, like brand names, they are anextremely efficient, shorthand means to
build brand equity
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Make strong links between product and
brand category
Reinforce brand positioning and desiredpoint of difference
Easiest of the brand elements to change
Have a break, have a kitkat
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A punchline is the end -- point -- the catchyand usually unexpected and funny orprofound, end to an advertisement. (havea break, have a kitkat)
A tagline is associated with a brand name,and is used in everything the brand is usedin.
A slogan is similar to a tagline, but used onlyonce with one specific advertisingcampaign. It defines the campaign not thebrand. (har ek friend zaroori by airtel)
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The major difference between Tagline andSlogan is that a tagline is created for theproduct brand or corporate brand and it
lasts forever and becomes the integral partof our daily life e.g Lexus : The relentless pursuit of Perfection.
Apple: Think Different.
Coke: Its a real Thing.
Nike : Just do It.
whereas slogan is more towards a productcampaign and it can vary according to itstarget market and audience.
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Jingles are musical messages writtenaround the brand.
Jingles are perhaps most valuable inenhancing brand awareness
Typically during the radio era
Intel
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video
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video
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From the perspective of both the firmand consumers, packaging mustachieve a number of objectives: Identify the brand
Convey descriptive and persuasiveinformation
Facilitate product transportation andprotection
Assist at-home storage
Aid product consumption
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Our sense of taste and touch is very
suggestible, and what we see on a
package can lead us to taste what wethink we are going to taste.
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Long after we have bought a product, a
package can still lead us to believe we
bought it because it was a good value.
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Means of brand recognition
Protect the product
Facilitate storage
Help consumption
Stand out from clutter
Visual effect at point of purchase
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