Chapter 6: Integrating Marketing Communications to Build Brand Equity Flashcards
(18 cards)
The brand elements that captures the central theme or key associations of a
product in a very compact and economical fashion.
Brand Names
It is conducted to test the memorability and meaningfulness of the name.
Consumer Research
It specify locations of pages on the Web and known as domain
names.
Uniform Resources Locators
3 Criteria in choosing brand elements that can build brand equity
❖ Memorability
❖ Meaningfulness
❖ Likability
The unique elements that used to protect and represent a brand’s identity
legally.
Trademark Devices
Short phrases that communicate descriptive or persuasive information about the
brand.
Slogans
It is a strategic approach brand elements that allows brands to stand out
while staying flexible in connecting with diverse audiences.
Mixing and Matching
The name of organizations where you can
apply the trademark in the Philippines.
Intellectual Property Office of the Philippines
A palette that embodies the brand’s personality and is consistently used across
materials.
Brand Colors
The font style used for communication,contributing to the brand’s look and feel.
Typography
The registering,tracking in or using a domain name with bad-faith to profit from:
the goodwill of trademark belonging to someone else.
Cybersquatting
The abstract design that offers advantages when the full brand name is
difficult to use for any reason.
Logos and Symbol
A special type of brand symbol that takes on human or real-life characteristics.
Character
Documents are you going to use when allowing third parties to use
your brand elements.
Licensing Agreements
It is a musical message written around the brand that have a catchy hooks and choruses
that become permanently registered in the minds of listeners.
Jingle
Once the trademark applications are approved,we need to publish it for any
disputes Where can we see the publication of the application.
IPOPHL Gazette
It is inevitable the effective strategies to secure and preserve brand
elements by securing copyright designs,logos,packaging,and written content.
Copyright Protection
Once your trademark is approved, __ years registration.
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