1
Q
How to evaluate a brand elements
A
Memorable
Transferable
Likable
Meaningful
Adaptable
Protectable
2
Q
Logos/Symbols
A
visual elements indicate origin/ownership/assocation; ranges from names/trademarks written in distinctive form to abstract designs
3
Q
Characters
A
type of brand symbol that takes on human/real-life characteristics introduced on advertising
4
Q
Slogans
A
short phrases that communicate descriptive/persuasive information about a brand that functions to help consumers grasp meaning of the brand
5
Q
Why is brand name important?
A
capture central theme
closely timed to product in both awareness and associations
6
Q
A
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flashcards
Decks in class (6)
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