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Brand Elements

Professor Carl Mela BA 460 Product Management Fuqua School of Business. Brand Management System On Building A Brand Managing Across Brands. Brand Elements. Elements Names Logos Symbols Characters Slogans Jingles www.pepsi.com???. Should be: Memorable Meaningful

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Brand Elements

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  1. Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Brand Elements

  2. Elements Names Logos Symbols Characters Slogans Jingles www.pepsi.com??? Should be: Memorable Meaningful Transferable (across items or countries) Adaptable Protectable Brand Elements

  3. Brand Elements • Is Aquatred name: • Awareness • Easy to pronounce and spell • Familiar & meaningful • Distinctive • Associations • Linked to benefit • Bring in naming ad???

  4. Brand Elements • Is Goodyear logo (winged foot): • suggestive of benefit? • creating positive associations? • Character • none, unlike Michelin man • rich in imagery and can generate strong affect • Slogan • “the best tires in the world” • summarize key benefits

  5. Brand Elements • Jingles • www.oscar-mayer.com • Memorable, best for awareness • Not highly transferable • Packaging • Important element for brand recognition (not for tires!) • Often an attribute - skiing with wine • Dramatic impact on sales - Rice-a-roni sales up 25%

  6. Summary

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