品牌要素选择ppt课件.ppt

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1、CHAPTER4:CHOOSINGBRANDELEMENTSTOBUILDBRANDEQUITYKevinLaneKellerTuckSchoolofBusinessDartmouthCollege4.1BuildingCustomer-BasedBrandEquityBrandknowledgestructuresdependon:TheinitialchoicesforthebrandelementsThesupportingmarketingprogramandthemannerbywhichthebrandi

2、sintegratedintoitOtherassociationsindirectlytransferredtothebrandbylinkingittosomeotherentities4.2CriteriaforChoosingBrandElementsMemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProtectabilityMarketer’soffensivestrategyandbuildbrandequityDefensiver

3、oleforleveragingandmaintainingbrandequity4.3MemorabilityBrandelementsshouldinherentlybememorableandattention-getting,andthereforefacilitaterecallorrecognition.Forexample,abrandofpropanegascylindersnamedBlueRhinofeaturingapowder-blueanimalmascotwithadistinctiveyel

4、lowflameislikelytostickinthemindsofconsumers.4.4MeaningfulnessBrandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasivecontent.TwoparticularlyimportantcriteriaGeneralinformationaboutthenatureoftheproductcategorySpecificinformationaboutparticularat

5、tributesandbenefitsofthebrandThefirstdimensionisanimportantdeterminantofbrandawarenessandsalience;thesecond,ofbrandimageandpositioning.4.5LikabilityDocustomersfindthebrandelementaestheticallyappealing?Descriptiveandpersuasiveelementsreducetheburdenonmarketingcomm

6、unicationstobuildawareness.4.6TransferabilityHowusefulisthebrandelementforlineorcategoryextensions?Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?4.7AdaptabilityThemoreadaptableandflexiblethebrandelement,theeasieritisto

7、updateittochangesinconsumervaluesandopinions.Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappearmoremodernandrelevant.4.8ProtectabilityMarketersshould:Choosebrandelementsthatcanbelegallyprotectedinternationally.Formallyregisterchosenbrande

8、lementswiththeappropriatelegalbodies.Vigorouslydefendtrademarksfromunauthorizedcompetitiveinfringement.4.9TacticsforBrandElementsAvarietyofbrandelementscanbech