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4 Primary Brand Elements

This chapter discusses criteria for choosing brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. The initial brand elements influence customer brand knowledge and marketing programs should support the elements. Elements should be memorable, meaningful to customers about product categories and attributes, likable, useful for extensions, able to be updated, and legally protected. A variety of elements like names, logos, slogans and packaging can enhance awareness and associations when chosen cohesively as a brand identity.

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Rishabh Jain
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289 views11 pages

4 Primary Brand Elements

This chapter discusses criteria for choosing brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. The initial brand elements influence customer brand knowledge and marketing programs should support the elements. Elements should be memorable, meaningful to customers about product categories and attributes, likable, useful for extensions, able to be updated, and legally protected. A variety of elements like names, logos, slogans and packaging can enhance awareness and associations when chosen cohesively as a brand identity.

Uploaded by

Rishabh Jain
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 4:

CHOOSING BRAND ELEMENTS TO


BUILD BRAND EQUITY

4.1
Building
Customer-Based Brand Equity
 Brand knowledge structures depend on:
 The initial choices for the brand elements
 The supporting marketing program and the manner
by which the brand is integrated into it
 Other associations indirectly transferred to the brand
by linking it to some other entities

4.2
Criteria for Choosing Brand Elements

 Memorability
Marketer’s offensive strategy
 Meaningfulness and build brand equity
 Likability
 Transferability
 Adaptability Defensive role for leveraging
and maintaining brand equity
 Protectability

4.3
Memorability
 Brand elements should inherently be memorable
and attention-getting, and therefore facilitate
recall or recognition.
 For example, a brand of propane gas cylinders
named Blue Rhino featuring a powder-blue
animal mascot with a distinctive yellow flame is
likely to stick in the minds of consumers.

4.4
Meaningfulness
 Brand elements may take on all kinds of meaning, with
either descriptive or persuasive content.
 Two particularly important criteria
 General information about the nature of the product category
 Specific information about particular attributes and benefits
of the brand
 The first dimension is an important determinant of
brand awareness and salience; the second, of brand
image and positioning.

4.5
Likability
 Do customers find the brand element
aesthetically appealing?
 Descriptive and persuasive elements reduce the
burden on marketing communications to build
awareness.

4.6
Transferability
 How useful is the brand element for line or
category extensions?
 To what extent does the brand element add to
brand equity across geographic boundaries and
market segments?

4.7
Adaptability
 The more adaptable and flexible the brand
element, the easier it is to update it to changes in
consumer values and opinions.
 For example, logos and characters can be given
a new look or a new design to make them
appear more modern and relevant.

4.8
Protectability
 Marketers should:
1. Choose brand elements that can be legally
protected internationally.
2. Formally register chosen brand elements with the
appropriate legal bodies.
3. Vigorously defend trademarks from unauthorized
competitive infringement.

4.9
Tactics for Brand Elements
 A variety of brand elements can be chosen that inherently
enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
 Brand names

 URLs

 Logos and symbols

 Characters

 Slogans

 Packaging

4.10
Putting It All Together
 The entire set of brand elements makes up the
brand identity, the contribution of all brand
elements to awareness and image.
 The cohesiveness of the brand identity depends
on the extent to which the brand elements are
consistent.

4.11

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