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QUESTION
CHAPTER: 4 CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Copyright 2013 Pearson Education, Inc. Publishing as Prentice Hall. Learning Objectives...
- What is the relationship between customer equity and brand equity?
- What is a different name for Brand Elements?
- What is the test of the brand building ability of a brand element?
- Why is it important for marketers to choose brand elements?
- What are the six general criteria to qualify as ‘good’ brand elements?
- Discuss options and tactics for each of the brand elements.
- Why is the brand name a fundamentally important choice?
- What qualities should a great brand name possess?
- Explain the stages in a common naming procedure to produce a successful brand name.
- What does a URL stand for?
- What is the difference between logos and symbols?
- What are benefits of logos and symbols?
- What are characters and their benefits in branding?
- What are slogans?
- What is a tag line?
- What should marketers consider when changing slogans?
- What is a jingle?
- What is packaging, and its functions?
- What is the important benefit of packaging from the branding perspective?
- What is shelf impact?
- What is color vocabulary? Name brands with strong color association to their packaging.
- What are the reasons that would prompt packaging changes?
- Define brand identity
