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Choosing Brand Elements for Equity

The document discusses the importance of choosing brand elements to build brand equity, highlighting key criteria such as memorability, meaningfulness, likability, transferability, adaptability, and protectability. It emphasizes that effective brand elements can enhance brand identity and contribute positively to brand equity, using Apple as a case study for successful brand naming. The document also outlines options and tactics for selecting brand elements that resonate across markets and support brand extensions.

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6 views11 pages

Choosing Brand Elements for Equity

The document discusses the importance of choosing brand elements to build brand equity, highlighting key criteria such as memorability, meaningfulness, likability, transferability, adaptability, and protectability. It emphasizes that effective brand elements can enhance brand identity and contribute positively to brand equity, using Apple as a case study for successful brand naming. The document also outlines options and tactics for selecting brand elements that resonate across markets and support brand extensions.

Uploaded by

vilajini21
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

HNDM III

Brand Management
Week - 05
Choosing Brand Elements to build Brand
Equity
Topics

Choosing Brand Elements to build Brand Equity:

Criteria for Choosing Brand Elements;


Options and Tactics for Brand Elements
Intended Learning Outcome
Understand the appropriate elements for brand building (ILO2)

5.2 Explain the criteria (ILO3) choosing brand elements


Brand Elements
Brand elements, sometimes called brand identities, are those
trademarkable devices that serve to identify and differentiate the
brand.
The main ones are brand names, URLs, logos, symbols,
characters, spokespeople, slogans, jingles, packages, and signage.
A brand element that provides a positive contribution to brand
equity conveys or implies certain valued associations or
responses.
Criteria for choosing Brand Elements
In general,
There are six criteria for brand elements (with more specific sub-
choices for each, :
1. Memorable
2. Meaningful
3. Likable
4. Transferable
5. Adaptable
6. Protectable
Criteria for Choosing Brand Elements

• Transferability measures the extent to which the brand element adds to


the brand equity for new products or in new markets for the brand.
• 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?
• Adaptability ..
• Protectability Another consideration is the extent to which the brand
element is protectable— both in a legal and a competitive sense.
Options and Tactics for Brand Elements
• Consider the advantages of “Apple” as the name of a personal
computer.
• Apple was a simple but well-known word that was distinctive
in the product category—which helped develop brand awareness.
• The meaning of the name also gave the company a “friendly
shine” and warm brand personality.
• It could also be reinforced visually with a logo that would
transfer easily across geographic and cultural boundaries.
Options and Tactics for Brand Elements …
• Finally, the name could serve as a platform for sub-brands
like the Macintosh, aiding the introduction of brand extensions.

• As Apple illustrates, a well-chosen brand name can make an


appreciable contribution to the creation of brand equity.
Please refer the downloaded notes of chapter – four.

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