MKT 510 Chapter Notes - Chapter 4: Brand Equity, Stop Consonant, Morpheme
Document Summary
Chapter 4 choosing brand elements to build brand equity. Brand element: called brand identities that are trademarkable devices that serve to identify and differentiate the brand. Six criteria for brand element (first three criteria are offensive strategy and build brand equity; last three are defensive strategy and maintain brand equity) Inherently memorable and attention-getting and therefore facilitate recall or recognition in purchase or consumption settings. Brand elements may take on all kinds of meanings, with either descriptive or persuasive content. Brand element rich in imagery and inherently fund and interesting, even if not directly related to the product. Memorable, meaningful, and likable set of brand elements offers advantages because consumers do not examine much information in making product decisions. Extent to which brand element adds to brand equity for new products or in new markets for the brand. Less specific names are more easily transferred across categories.
