Choosing Brand Elements

Question 1

Brand Elements

Answer 1

(1) Trademarkable devices that serve to (2) identify and (3) differentiate the brand

Question 2

Offensive brand equity building strategies (3)

Answer 2

1. Memorable - easily recalled and recognized
2. Meaningful - descriptive and persuasive of information about product
3. Likeable - fun and interesting, rich imagery, aesthetically pleasing

Question 3

Defensive long-term brand equity strategies (3)

Answer 3

1. Transferable - within and across product categories, across geographic boundaries and cultures
2. Adaptable - flexible, updatable
3. Protectable - legally, competitively (easiest to protect fanciful/arbitrary/suggestive elements over descriptive/generic ones)

Question 4

Types of Brand Elements (7)

Answer 4

1. URLs
2. Jingles
3. Slogans
4. Names (ex. Andersen Consulting -> Accenture)
5. Logos (non-word = symbol)
6. Characters
7. Packaging (can be PODs (100 calories), brand recognition, cost-effect POS brand equity)

Question 5

Psychology of Packaging (Why does it change? (4); What does it influence? (4))

Answer 5

a) signal a higher price, product extension for common look, signal a product innovation, fix outdatedness
b) influence: taste, value, consumption, use

Question 6

Function of Brand Elements (2)

Answer 6

To enhance (1) brand awareness and (2) brand image (SFU)
- (1) done through memorable + meaningful, (2) through likeability + meaningful