Elements of a brand tell a story

Assignment Help Marketing Management

Reference no: EM133502121

Assignment:

TOPIC 1: Connecting with Customers

PROMPT: Describe a story (from a novel or even a TV show) that held your attention where you couldn't wait to see what happened next. Now, consider how the elements of a brand tell a story. How do you connect with perceptions of your favorite brands? Do they tell a story?

Brand Elements

Marketers seek to establish brand awareness, positive associations, and enhance recall by using brand elements. Brand elements are trademarkable devices such as brand names, characters, jingles, logos, sounds, signage, slogans, symbols, packaging, and URLs.

Choosing brand elements is critical for a successful branding strategy. How does the marketer know which brand element is the right "tool" for the job? There are six criteria marketers can use to evaluate brand elements (Keller, 2013).

Memorable: Does this element make the brand easily recognized and recalled?
Meaningful: Is the element descriptive and/or persuasive?
Likeable: Is the element pleasing to the consumer?
Transferable: Does the element work across the category and the globe?
Adaptable: Is the element flexible to still be relevant into the future?
Protectable: Is the element legally and competitively protectable?

Reference no: EM133502121

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