Session 1: Brand Elements (Exam Relevant) Flashcards
(37 cards)
What is the objective of the brand elements?
It helps marketers to increase brand awareness and create a unique associations with a brand.
Name: advantages
The anchor, quick and easy to process and recall.
Name: disadvantages
Difficult to change, globalization issues.
Logos and symbols: advantages
Attention-getting
Can reinforce associations
Global transfer
Logos and symbols: disadvantages
Can get outdated
Can be ambiguous/misinterpreted
Characters: advantages
Rich meaning
Attention-getting
Characters: disadvantages
Can get outdated
Global transfer
Slogans and jingles: Advantages
Can be highly memorable
Catchy
Convey meaning
Slogans and jingles: Disadvantages
Difficult to translate
Musical taste differences
Packages: Advantages
Recognition
Convey info and meaning
Packages: Disadvantages
Production issues
Channel concerns
What does the brand name?
Captures the central theme or key associations of a product.
What is the criteria for successful brand names?
Simplicity and ease of pronunciation and spelling
Familiarity and meaningfulness
Differentiable, distinctive, and unique
Available and acceptable in the native language
How should the URL be?
Straightforward and even literal translation of the brand name.
Caution with unauthorized use on domain names.
How should the logos and symbols be?
Long history indicating origin, ownership, or association
Range from trademarks, to abstract designs
Appealing, versatile, transferable, modifiable
What are the slogans?
Short phrases that communicate descriptive or persuasive information about the brand.
What are the jingles?
Musical messages written around the brand.
Why do slogans need to be updated?
– If too strongly identified with a brand, they can box it in
– If overexposed, they loose specific brand/product meaning
What are the objectives of packaging?
- Identify the brand
- Convey descriptive and persuasive information
- Facilitate the product transportation and protection
- Assist at-home storage
- Aid product consumption
Packaging innovations
Can be veery effective way to differentiate one’s brand and increase sales
What do characters capture?
Human or real-life characteristics of a brand.
Why using a brand character?
- To attract consumers’ attention
- To develop the personality of a brand
- Easily transferable across product categories
Why do characters and their personality must be updated?
To remain relevant for the target group.
Brand element choice criteria
Memorable
Meaningful
Appealing
Protectable
Adaptable
Transferable
