Brand Elements Building Brand Equity Chapter 4
Choice Criteria • Memorability - recognition, recall • Meaningfulness - persuasive • Likability - fun, visually pleasing • Transferability - across products, borders • Adaptability - flexible, updatable • Protectability - legal, competitive
Naming Criteria • Descriptive - function (Japan Airlines) • Compounds - combo (Redbull) • Classical - Latin based (Meritor) • Arbitrary - no apparent tie (Apple) • Fanciful - coined (Avanade)
Suggestive Names • Benefit ColorStay lipstick; Die Hard battery • Function Shake ‘n Bake; Lean Cuisine • Country-of-origin Haagen Dazs, Yoplait
Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid)
URL: Domain Names • 84,000p per day registered • Unauthorized use • Brand recall criteria Yahoo!
Logos • Symbols (Prudential’s rock, Allstate’s hands) • Mnemonic (Sprint’s pin drop metaphor) • Updated (Chrysler’s winged badge)
Characters • Animated (doughboy, tiger) • Live-action (Maytag repairman, Bud frogs) • Updating (Aunt Jemima, Betty Crocker)
Slogans • Shorthand hook (like a good neighbor) • Category link (Dockers/pants) • Positioning (nothing runs like a Deere) • Hyperbole (Bayer works wonders) • Reinforcement (Just do it) • Slogan quiz p. 209
Packaging Objectives • Identify brand (Mentadent shape) • Present information (Bayer dosage) • Protect product (Tylenol seals) • Facilitate storage (Figi square bottles) • Help consumption (V8 to six packs) • POP displays (Lip balm) • Color palate (orange Tide, yellow Kodak)
Questions • How do the Budweiser Frogs contribute to consumer brand equity? • What does the phrase “Can you hear me now?” do for the brand? • What supermarket package is most memorable to you? Why?