choosingbrandelements 100116111359 phpapp01
TRANSCRIPT
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CHOOSING BRAND ELEMENTS
BYRAKU BORDEORIMBA IIyr (08-10)
DEPARTMENT OF MANAGEMENT STUDIESPONDICHERRY UNIVERSITY
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Brand Elements
• Brand elements are those trademarkable devices that identify and differentiate the brand.
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BRAND ELEMENTS CHOICE CRITERIA
• There are six main criteria for choosing brand elements.
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The first three-
• Memorable• Meaningful• Likable- are
“brand building”
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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.
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MEMORABLE
• How easily is the brand element recalled and recognized.
Short brand names.
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MEANINGFUL• Is the brand
element credible and suggestive of the corresponding category.
Inherent meaning.
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LIKABLE• How aesthetically
appealing is the brand element.
Concrete brand names.
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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.
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ADAPTABLE• How adpatable and updatable
is the brand element. Changed to synchronize with
the changing consumer perceptions and preferences.
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PROTECTIBLE• How legally protectible is the
brand element. How competively protectible.
Names that become synonymous with product categories.
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REFERENCES
• Marketing Management, Thirteen edition, A South Asian Perspective. Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar Jha.
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• LOOKING FORWARD FOR YOUR INPUTS OR COMMENTS.
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