Podcast
Questions and Answers
Which criterion for choosing brand elements emphasizes being easily recognized and easily recalled?
Which criterion for choosing brand elements emphasizes being easily recognized and easily recalled?
Which criterion for choosing brand elements focuses on being descriptive and persuasive?
Which criterion for choosing brand elements focuses on being descriptive and persuasive?
Which criterion for choosing brand elements emphasizes being fun and interesting, rich in visual and verbal imagery, and aesthetically pleasing?
Which criterion for choosing brand elements emphasizes being fun and interesting, rich in visual and verbal imagery, and aesthetically pleasing?
Which criterion for choosing brand elements focuses on the ability to be transferred within and across product categories, as well as across geographic boundaries and cultures?
Which criterion for choosing brand elements focuses on the ability to be transferred within and across product categories, as well as across geographic boundaries and cultures?
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Which criterion for choosing brand elements emphasizes flexibility and updatable nature?
Which criterion for choosing brand elements emphasizes flexibility and updatable nature?
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Which criterion for choosing brand elements is not listed in the given criteria?
Which criterion for choosing brand elements is not listed in the given criteria?
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What are the six general criteria to be considered when selecting a brand name?
What are the six general criteria to be considered when selecting a brand name?
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What is the most difficult element for marketers to change when it comes to branding?
What is the most difficult element for marketers to change when it comes to branding?
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What must an ideal brand element be rich with?
What must an ideal brand element be rich with?
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Which of the following is not a sample suggestive brand name according to the text?
Which of the following is not a sample suggestive brand name according to the text?
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What is one of the naming procedures mentioned in the text?
What is one of the naming procedures mentioned in the text?
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In what taxonomy category would 'Quicken Loans' fall according to the text?
In what taxonomy category would 'Quicken Loans' fall according to the text?
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What are brand names intended to reinforce according to the text?
What are brand names intended to reinforce according to the text?
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What is the primary function of brand awareness according to the text?
What is the primary function of brand awareness according to the text?
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Which brand element is described as an art and a science in the text?
Which brand element is described as an art and a science in the text?
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What should a brand name be transferable to?
What should a brand name be transferable to?
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Study Notes
Brand Elements Criteria
- Memorability: emphasizes being easily recognized and easily recalled
- Meaningfulness: focuses on being descriptive and persuasive
- Likability: emphasizes being fun and interesting, rich in visual and verbal imagery, and aesthetically pleasing
- Extendibility: focuses on the ability to be transferred within and across product categories, as well as across geographic boundaries and cultures
- Flexibility: emphasizes flexibility and updatable nature
- Uniqueness: is not listed in the given criteria, but is an implied criterion for choosing brand elements
Brand Name Selection
- There are six general criteria to consider when selecting a brand name
Branding Challenges
- The most difficult element for marketers to change is the brand name
- An ideal brand element must be rich with visual and verbal imagery
Brand Name Examples
- 'Quicken Loans' is an example of a suggestive brand name, which falls under the descriptive taxonomy category
- 'Yahoo' is not a sample suggestive brand name according to the text
- The naming procedure of 'PhoneticCab' is mentioned in the text
Brand Purpose
- Brand names are intended to reinforce the brand's identity and meaning
- The primary function of brand awareness is to create a favorable impression and stimulate further learning about the brand
Branding Expertise
- Branding is described as an art and a science
- A brand name should be transferable to various touchpoints and marketing channels
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Description
Test your knowledge of Chapter 4 'Choosing Brand Elements to Build Brand Equity' from the book 'Strategic Brand Management: Building, Measuring, and Managing Brand Equity Fifth Edition'. Explore the types of brand elements, criteria for choosing brand elements, tactics in choosing different brand elements, and the rationale for mixing and matching brand elements.
