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CHAPTER: 4 CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. Learning Objectives...

  1. What is the relationship between customer equity and brand equity?
  2. What is a different name for Brand Elements?
  3. What is the test of the brand building ability of a brand element?
  4. Why is it important for marketers to choose brand elements?
  5. What are the six general criteria to qualify as ‘good’ brand elements?
  6. Discuss options and tactics for each of the brand elements.
  7. Why is the brand name a fundamentally important choice?
  8. What qualities should a great brand name possess?
  9. Explain the stages in a common naming procedure to produce a successful brand name.
  10. What does a URL stand for?
  11. What is the difference between logos and symbols?
  12. What are benefits of logos and symbols?
  13. What are characters and their benefits in branding?
  14. What are slogans?
  15. What is a tag line?
  16. What should marketers consider when changing slogans?
  17. What is a jingle?
  18. What is packaging, and its functions?
  19. What is the important benefit of packaging from the branding perspective?
  20. What is shelf impact?
  21. What is color vocabulary? Name brands with strong color association to their packaging.
  22. What are the reasons that would prompt packaging changes?
  23. Define brand identity
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