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 Building
Customer-Based Brand Equity

Brand knowledge structures depend on . . .

 a e initial c oices for t e brand elements

 a e supporting marketing program and t e manner by

w ic t e brand is integrated into it

 Ot er associations indirectly transferred to t e brand by

linking it to some ot er entities
 Brand Elements

` variety of brand elements can be c osen t at in erently

en ance brand awareness or facilitate t e formation of
strong, favorable, and unique brand associations:

Brand Name

Logo

Symbol
 Logo

Ô ` logo (Greek 0
Π logotypos) is a grap ical

element, (ideogram, symbol, emblem, icon, sign) t at,
toget er wit its logotype (a uniquely set and arranged
typeface) form a trademark or commercial brand.
Ô aypically, a logo's design is for immediate recognition,
inspiring trust, admiration, loyalty and an implied
superiority.
Ô a e logo is one aspect of a company's commercial brand, or
economic entity, and its s apes, colors, fonts, and images
usually are different from ot ers in a similar market.
Ô Logos are also used to identify organizations and ot er non-
commercial entities.
 Symbol

Ô Symbols are objects, pictures, or ot er concrete

representations of ideas, concepts, or ot er abstractions.
For example, in t e United States, Canada, `ustralia and
Great Britain, a red octagon is a symbol for "SaOP".
Ô Common examples of symbols are t e symbols used on
maps to denote places of interest, suc as an aero plane to
indicate an airport, fork and spoon used to represent
restaurant etc.
Ô `ll languages are made up of symbols.
 a e word "cat", w et er spoken or written, is
not a cat but a sequence of symbols t at represent a cat.
 Brand Elements

` variety of brand elements can be c osen t at in erently

en ance brand awareness or facilitate t e formation of
strong, favorable, and unique brand associations:

Brand Name Character

Logo

Symbol
 Brand Elements

` variety of brand elements can be c osen t at in erently

en ance brand awareness or facilitate t e formation of
strong, favorable, and unique brand associations:

Brand Name Character

Logo Packaging

Symbol
 Brand Elements

` variety of brand elements can be c osen t at in erently

en ance brand awareness or facilitate t e formation of
strong, favorable, and unique brand associations:

Brand Name Character

Logo Packaging

Symbol Slogan
 Brand Elements
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 Brand Elements Choice Criteria:
General Considerations
Ô Memorable ƥ `daptable
Ô Ôasily Recognized ' Flexible & Updateable
Ô Ôasily Recalled ƥ Protectable
' Legally
Ô Meaningful
' Competitively
Ô Credible & Suggestive
ƥ Transferrable
Ô Ric Visual & Verbal ' it in & `cross Product
Imagery Categories
Ô `ppealing ' `cross Geograp ical
Ô Fun & Interesting Boundaries & Cultures
Ô `est etics
 `ssignment # 3 (Group)

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