Chapter 4: Choosing elements to build brand equity Flashcards

1
Q

What are the criteria for choosing brand elements?

A

Offensive criteria
1. Memorability = higher probability to recall brand
2. Meaningfulness (general info about function, specific info about particular attributes)
3. Likability = aesthetically appealing

Defensive criteria
4. Transferability = extent to which branbd element adds to brand equity for new products
5. Adaptability = the more adaptable, the more easier to update
6. Protectability = extent to which element is protectable

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2
Q

Why is brand name fundamentally important?

A

It captures the central theme or key associations of a product in a very compact and economical fashion

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3
Q

What are other criteria for selecting a brand name?

A
  • Simplicity and ease of pronunciation and spelling
  • Familiarity and meaningfulness
  • Differentiated, distinctive abnd unique
  • Brand associations
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4
Q

hat is a morpheme?

A

The smallest linguyistic unit having meaning.
Marketers use morphemes by combining them to construct brand names that have relatively easy inferred of implicit meaning

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5
Q

What can make meaning in a brand name?

A
  • Morphemes
  • Letters
  • Words
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6
Q

Plosives vs sibilants

A

Plosives = letter b, c, d, g, k, p and t
Sibilants = sounds like s and soft c

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7
Q

What are the suggested naming procedures to name new products?

A
  1. Define objectives
  2. Generate names
  3. Screen initial candidates
  4. Research final candidates
  5. Select final name
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8
Q

What is cybersquatting?

A

Registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill of a trademark belonging to someone else

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9
Q

What are the benefits of logos and symbols?

A
  • Often easliy recognized = valuable way to identify
  • Versatility = transfer well across cultures/range of product categories’
  • Easiliy adapted over time = contemporary look
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10
Q

What is spoofing?

A

Practice of scam artists set up fraudulent websites which use variants of a brand’s name to set up series of URLS to attract unsuspecting actors and encourage them to spend money

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11
Q

What are logo’s?

A

Are used to indicate ori9gin, ownership, association.
Can be written or abstract

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12
Q

What are symbols?

A

Nonword mark logos.

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13
Q

What are charcters?

A

Represent a special type of brand symbol. Usually used in advertising campaigns (Santa for coca cola)

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14
Q

What are benefits and cautions of characters?

A

Benefits:
- tend to be attention getting
- enhance likeability
- Easily transferrable across product categories

Cautions:
- May dominate other brand elements and therefore dampen awareness
- Often need to be updated over time to stay relevant to tagret market

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15
Q

What are slogans?

A

Short phrases that cmmunicate descriptive or persuasive information about the brand

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16
Q

What are the benefits of slogans?

A
  • Help build brand awareness (or using brand name in some way, or by making strong links between the brand and product category)
  • Help reinforce brand positioning
  • serve as taglines to summarize descriptive information in advertising
17
Q

What are jingles?

A

Musical messages written around the brand, can commmunicate brand benefits, or convey brand meaning in a nondirect, abstract way.

18
Q

What are the objectives for product packaging?

A

Packaging = activities of designing and producing containers or wrappers for a product.
Objectives;
- Idenitfy the brand
- Convey descriptive and persuasive info
- Facilitate product transportation and protection
- Assist in at-home storage
- Aid product consumtion

19
Q

What are benefits of packaging?

A
  • Strongest associations of a brand are inspired by the look of packages
  • Can create a POD that permits a higher margin
  • Trend; make bigger and smaller packaged versions of products to appeal to new market segments
20
Q

What are reasons to change packaging?

A
  1. To signal higher price
  2. Common look for a product line
  3. Accompany new product innovation to show changes to consumers
  4. Old package looks outdated
21
Q

What is shelf impact?

A

The visual effect the package has at the point of purchase when consumers see it in the context of other packages in the category.

22
Q

Color ownership

A

Some customers have a color vocabulary and expect certain products to have a particular look.
In some cases color ownership is so strong that it is difficult for other brands to use a similare look