Brand Elements Choosing (品牌要素选择) 凯勒 《战略品牌管理》课件概要1.pptVIP

CHAPTER 4: CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Kevin Lane Keller Tuck School of Business Dartmouth College Building Customer-Based Brand Equity Brand knowledge structures depend on: The initial choices for the brand elements The supporting marketing program and the manner by which the brand is integrated into it Other associations indirectly transferred to the brand by linking it to some other entities Criteria for Choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability Memorability Brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. For example, a brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers. Meaningfulness Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product category Specific information about particular attributes and benefits of the brand The first dimension is an important determinant of brand awareness and salience; the second, of brand image and positioning. Likability Do customers find the brand element aesthetically appealing? Descriptive and persuasive elements reduce the burden on marketing communications to build awareness. Transferability 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 The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. For example, logos and characters can be given a new look or a new design to make them appear more modern and relevant. Protectability Marketers should: Choose brand elements that can be legally protected internationally. Fo