MKT 510 Lecture 4: Mkt510-Chapter4
Document Summary
Chapter 4: choosing brand elements to build brand equity. Measures the extent to which the brand element adds to the brand equity for new products or in new markets for the brand. Across geographic boundaries and cultures: adaptable. The more adaptable and flexible the brand element, the easier it is to update it ex. Logos can be given a new design to make them appear more modern and relevant: protectable. Legally marketers should: choose brand elements that can be legally protected internationally, formally register them with appropriate legal bodies, vigorously defend trademarks from authorized competitive infringement. Competitively: is it competitively protectable, if name, package, or other attribute is too easily copied, much of the uniqueness of the brand may disappear. Brand names is important because it captures the central theme or key associations of a product in a very compact and economical fashion. Consumers can notice the brand name and register it in their minds in just a few seconds.
