Brand Elements and Brand Equity

Packaging aims to identify the brand, present product information, protect and transport the product, aid storage, and support consumption.

Packaging design can affect how a consumer perceives and tastes a product.

Package design can influence a consumer's perception of a product's value, even after purchase.

Larger containers lead to increased consumption of products.

Packaging designs can encourage consumers to use products in new or different ways .

The initial choices for a brand, including its logo, name, and design, which influence brand equity.

How easily a brand element is recalled or recognized by consumers.

The extent to which a brand element creates a strong connection with the brand's product category.

The ability of a brand element to be used in different product categories or markets.

How aesthetically appealing and enjoyable a brand element is to consumers.

Packaging serves various purposes for both companies and consumers, including branding, providing information, facilitating transportation and protection, assisting with storage, and aiding consumption.

Our visual perception of packaging influences how we perceive the taste of a product.

Even after purchasing a product, its packaging can influence our perception of its value.

Packaging is an essential tool for brand building. It communicates the brand's identity, provides information about the product, and even influences consumer perception.

The design and visuals of a package can subconsciously affect how we perceive and taste a product. We often taste what we expect to taste based on the packaging.

Packaging can encourage more frequent or varied use of a product. For example, a larger container might lead to more consumption, or a label suggesting new uses can expand the way people utilize a product.

Brand identity is the complete picture of a brand, encompassing all its elements like the logo, name, design, packaging, and even the overall messaging. It's what makes the brand recognizable and memorable.

A consistent brand identity means that all the elements of the brand work together harmoniously. This creates a strong and recognizable brand experience across all platforms.

The size of a container can influence how much of a product we consume.

All the elements of a brand, such as its logo, name, packaging, and messaging, combined together to create a unique and recognizable brand image.

The increasing use of digital technologies like the internet, intranets, and mobile devices to connect with customers and manage marketing activities.

The removal of traditional intermediaries (disintermediation) and the rise of new intermediaries or middlemen (reintermediation) in the marketing process.

The ability to tailor products and services to individual customer needs (customization) and empower customers to create their own products (customerization).

The blurring of industry boundaries, where companies from different sectors combine their expertise and products to create new offerings.

These new marketing trends impact brand management by requiring marketers to adapt their strategies and focus on building relationships with customers.

Focuses on creating memorable customer experiences by engaging their senses and emotions. It considers the entire consumption situation, not just the product itself.

Tailors marketing efforts to individual consumers, recognizing their unique needs and preferences. This focuses on building strong relationships and maximizing their lifetime value.

Seeks explicit consent from consumers to receive marketing messages, making them relevant and valuable. This builds trust and encourages long-term engagement.

It provides benefits for both the firm and the customer. The firm creates rewarding experiences and builds loyalty, while the customer gains customized value and potentially lower costs.

It recognizes that every customer has unique needs and values to the company. This allows for personalized marketing efforts based on their current and future worth.

It provides benefits for both the firm and the customer. The firm creates rewarding experiences and builds loyalty, while the customer gains customized value and potentially lower costs.

A strategy where all aspects of marketing communication work together seamlessly to create a unified brand experience for consumers.

IMC helps build strong brand equity by creating a consistent message that resonates with consumers, establishing points of difference from competition, and fostering lasting relationships.

Marketing communication is vital for establishing brand awareness, creating a unique brand image, differentiating from competitors, and fostering consumer loyalty.

Before launching a marketing campaign, companies should assess their current brand awareness and how consumers perceive their brand.

Marketers need to design engaging communication that resonates with consumers, clearly conveys the brand message, and measures its impact on consumer behavior.

The ability of a brand's existing knowledge, associations, and feelings to transfer to a new entity, like a co-branded product or a celebrity endorsement.

The impact a product's country of origin can have on consumer perceptions, often based on stereotypes about quality or image.

Combining two existing brands to create a new joint product, like a limited-edition collaboration or a joint venture.

Allowing another company to use your brand's name, logo, or characters for a fee.

Using a famous person to promote a brand, hoping their positive associations will transfer to the product or service.

Associations consumers have with an entity, such as a company or country, that is somehow connected to a brand. These associations can affect how consumers perceive the brand.

The process of intentionally linking a brand to other entities to benefit from their existing positive associations. This can create new brand associations or strengthen existing ones.

When a brand links to another entity, consumers may start associating the brand with the entity's characteristics, creating new positive connotations for the brand.

Consumers' existing perceptions and knowledge about the entity affect how they transfer those associations to the brand. The entity needs to be well-known, favorable, and relevant to the brand.

The effectiveness of leveraging secondary associations depends on factors like consumer awareness of the entity, its relevance to the brand, and the strength of the entity's positive associations.

The process of intentionally linking a brand to other entities to use their positive associations. This can create new brand associations or strengthen existing ones.

When a brand is connected with another entity, consumers may start associating the brand with the entity's characteristics, creating new positive connections for the brand.

Consumers' existing perceptions and knowledge about the entity affect how they transfer those associations to the brand. The entity needs to be well-known, favorable, and relevant to the brand.

There are eight main ways to leverage secondary associations: companies, countries/regions, distribution channels, co-branding, characters, spokespersons, events, and third-party sources.

Secondary brand associations are most effective when consumers lack motivation or ability to judge product-related concerns, relying on external information.