2. Thành viên nhóm
Nguyễn Hoàng Vũ
Phùng Thiên Trang
Võ Minh Tiến
Vũ Quang Huy
Huỳnh Dương Bích Ngọc
Nguyễn Ngọc Tường Vy
3.
4. Criteria for choosing Brand Elements
Options and Tactics for Brand Elements
Brand Names
Logos and symbols
URLs
Slogans
Jingles
Packaging
5. Criteria for Choosing Brand Elements
Marketer’s offensive strategy and
build brand equity
Memorable
Easily
reconized
Easily recalled
Meaningful
Descriptive
Persuasive
Likeable
Fun and
interesting
Rich visual and
verbal
imagery
Aesthetically
pleasing
Defensive role for leveraging and
maintaining brand equity
Transferable
Within and
across product
categories
Across
geographic
boundaries
and cultures
Adaptable
Flexible
Updatable
Protectable
Legally
Competitively
6. OPTIONS AND TACTICS FOR BRAND
ELEMENTS
• Naming guidelines
Brand
name
Simple
Easy to
pronounce
Familiar,
meaningful
Different
Unusual
8. Brand Associations
The explicit and implicit meanings consumer
extract form it are important. Inparticular, the
brand name can reinforce an imprtant attribute
or benefit association that makes up its product
positioning
15. LOGO
BIỂU TRƯNG
tên một công ty hoặc thương hiệu viết trong một hình thức đặc biệt
hoặc thiết kế trừu tượng mà có thể không liên quan đến thương hiệu hay nhãn
hiệu đó.
32. BRAND CHARACTER
A special type of brand symbol- one that
takes on human or real- life characteristics
Some are animated
Some are live- action
33. SLOGAN
Slogans are short pharses that communicate
descriptive or persuasive information about the
brand
Slogans are powerful branding devices
34. JINGLES
Jingles are musical messges written around
the brand
They are composed by professional
songwriters
Jingles are perhaps most valuable in
enhancing brand awarness
36. - Identify the brand
- Convey descriptive and persuasive
information
- Facilitate product transportation and
protection
- Assist at-home storage
- Aid product consumption
37. BENEFITS
• One of the strongest associations consumers
have with a brand
• Structure packaging innovations can create a POD that permits a
higher margin
• New package can expand a market and capture new market
segments
• Packaging changes can have immedia impact on
sales
47. How to create High –
Impact Packaging
• Know your consumer.
• Take the big-picture approach.
• Understand that package aesthetics and
function are both critical.
• Know your distribution channels.
• Educate management.