30 Questions
What is the primary purpose of brand elements according to the text?
To differentiate and identify the brand
Which of the following is NOT considered a brand element according to the text?
Product features
In the context of brand equity, what does a brand element need to elicit?
Positive brand associations
What test is mentioned in the text to determine the brand-building ability of a brand element?
'Brand Only' test
What should marketers consider when choosing brand elements?
Elements that create strong, favorable associations
How does the customer-based brand equity model suggest marketers choose brand elements?
To facilitate strong, favorable, and unique associations
What are some ways a company can protect its brands from unauthorized use in other domain names?
Register all conceivable variations of its brand as domain names ahead of time
What role do logos play in building brand equity and awareness?
Contribute to indicating origin, ownership, or association
Which of the following is an example of a nonword mark logo?
Nike swoosh
What is the purpose of registering all conceivable variations of a brand as domain names ahead of time?
To prevent unauthorized use of the brand in other domain names
What do abstract logos convey about a brand?
Designs that may be completely unrelated to corporate names or activities
Which company name listed has no accompanying logo separate from the name?
CocaCola
Which brand element is generally considered most useful for enhancing brand recall?
Brand names and URLs
Which criterion is considered excellent for logos and symbols?
Protectability
Which brand element can convey almost any type of association explicitly?
Slogans and jingles
Which criterion is considered good for characters?
Transferability
Which brand element is considered difficult to adapt?
Brand names and URLs
Which brand element can be closely copied, according to the text?
Packaging and signage
What is one potential drawback of abstract logos?
Consumers may not understand what the logo represents.
Which of the following is a benefit of abstract logos?
They are easily recognizable.
Why might a company choose to use an abstract logo?
When the brand name is difficult to use.
Which of the following is a benefit of slogans mentioned in the text?
They help build brand awareness.
What is a function of slogans according to the text?
To summarize the intent of a marketing program.
Which of the following statements about logos is true?
Logos can be easily adapted over time.
What is the main purpose of conducting an extensive international legal search before spending large amounts of money on consumer research?
To ensure the name does not infringe on any existing trademarks or copyrights in other countries
What is the main reason marketers often search on a sequential basis, testing in each country only those names that survived the legal screening from the previous country?
To save time and resources by not testing names that have already been rejected
What is the main purpose of conducting consumer research on the final candidates for the product name?
To confirm management's expectations about the memorability and meaningfulness of the remaining names
What is the main goal when selecting the final name for the product?
To choose the name that is the most consistent with the company's branding and marketing objectives
What is the practice of registering, trafficking in, or using a domain name with bad faith to profit from the goodwill of a trademark belonging to someone else called?
Cybersquatting
What is the main purpose of a URL (uniform resource locator)?
To specify the location of a page on the web
Study Notes
Brand Elements
- Brand elements, also known as brand identities, are trademarkable devices that identify and differentiate a brand.
- Main brand elements include brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.
Logos and Symbols
- Logos are visual elements that play a critical role in building brand equity and brand awareness.
- Logos can be:
- Word marks (e.g., Coca-Cola, Dunhill, Kit Kat)
- Abstract logos (e.g., Mercedes star, Rolex crown, CBS eye, Nike swoosh, Olympic rings)
- Symbols are non-word mark logos.
Slogans
- Slogans are short phrases that communicate descriptive or persuasive information about a brand.
- Benefits of slogans:
- Help build brand awareness by making strong links between the brand and the corresponding product category.
- Serve as tag lines to summarize the descriptive or persuasive information conveyed in ads.
URLs
- URLs (uniform resource locators) specify locations of pages on the Web and are commonly referred to as domain names.
- Companies need to protect their brands from unauthorized use in other domain names.
- Cyber-squatting: registering, trafficking in, or using a domain name with bad faith to profit from someone else's trademark goodwill.
Criteria for Choosing Brand Elements
- Memorability: can be chosen to enhance brand recall and recognition.
- Meaningfulness: can reinforce almost any type of association, although sometimes only indirectly.
- Likability: can evoke much verbal imagery or provoke visual appeal.
- Transferability: can be limited, but some brand elements are more adaptable than others.
- Protectability: can be protected through legal means.
Choosing Brand Elements
- Conduct an extensive international legal search before finalizing a brand element.
- Research final candidates through consumer testing.
- Select the final brand element based on maximized branding and marketing objectives.
Test your knowledge on choosing brand elements to build brand equity with this quiz based on Chapter 3 of 'Strategic Brand Management: Building, Measuring, and Managing Brand Equity'. Learn about different types of brand elements, criteria for selection, key tactics, and the rationale for mixing and matching brand elements.
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