Criteria For Choosing Brand Elements

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{\phpg\posx2368\pvpg\posy1697\absw7680\absh1311 \b \f12 \fs43 \cf0 \b \f12 \fs43
\cf0 CRITERIA FOR CHOOSING
\par}{\phpg\posx2368\pvpg\posy1697\absw7680\absh1311 \sl-874 \b \f12 \fs43 \cf0
\fi1095 BRAND ELEMENTS \par
}
\cf0 {\ul G}{\ul r}{\ul o}{\ul u}{\ul p}{\ul }{\ul M}{\ul e}{\ul m}{\ul b}{\ul
e}{\ul r}{\ul s}{\ul :} \par
}
{\phpg\posx1388\pvpg\posy5932\absw2885\absh797 \f12 \fs25 \cf0 \f12 \fs25 \cf0 S
ikandar Ali Syed
\par}{\phpg\posx1388\pvpg\posy5932\absw2885\absh797 \sl-272 \par\f12 \fs25 \cf0
Syedah Ume Haani \par
}
\sect\sectd\pard\plain
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\b \f12 \fs25 \cf0 CHOOSING BRAND ELEMENTS TO BUILD BRAND
\par}{\phpg\posx1388\pvpg\posy1696\absw9267\absh7352 \sl-255 \par\b \f12 \fs25 \
cf0 \fi3955 EQUITY
cf0 {\b0 \fs21 Brand}{\b0 \fs21 elements,}{\b0 \fs21 sometimes}{\b0 \fs21 cal
led}{\b0 \fs21 brand}{\b0 \fs21 identities,}{\b0 \fs21 are}{\b0 \fs21 those
}
cf0 {\b0 \fs21 trademarkable}{\b0 \fs21 devices}{\b0 \fs21 that}{\b0 \fs21 se
rve}{\b0 \fs21 to}{\b0 \fs21 identify}{\b0 \fs21 and}{\b0 \fs21 differentiat
e}{\b0 \fs21 the }
cf0 {\b0 \fs21 brand.}{\b0 \fs21 The}{\b0 \fs21 main}{\b0 \fs21 brand}{\b0 \f
s21 elements}{\b0 \fs21 are}{\b0 \fs21 brand}{\b0 \fs21 names,}{\b0 \fs21 U
RLs,}{\b0 \fs21 logos, }
cf0 {\b0 \fs21 symbols,}{\b0 \fs21 characters,}{\b0 \fs21 spokespeople,}{\b0 \
fs21 slogans,}{\b0 \fs21 jingles,}{\b0 \fs21 packages,}{\b0 \fs21 and }
cf0 {\b0 \fs21 signage.}{\b0 \fs21 Independent}{\b0 \fs21 o}{\b0 \fs21 f}{\b0
\fs21 the}{\b0 \fs21 decisions}{\b0 \fs21 made}{\b0 \fs21 about}{\b0 \fs21
the}{\b0 \fs21 product}{\b0 \fs21 and }
cf0 {\b0 \fs21 how}{\b0 \fs21 it}{\b0 \fs21 is}{\b0 \fs21 marketed,}{\b0 \fs2
1 brand}{\b0 \fs21 elements}{\b0 \fs21 can}{\b0 \fs21 be}{\b0 \fs21 chosen}
{\b0 \fs21 in}{\b0 \fs21 a}{\b0 \fs21 manner}{\b0 \fs21 to }
cf0 {\b0 \fs21 build}{\b0 \fs21 as}{\b0 \fs21 much}{\b0 \fs21 brand}{\b0 \fs2
1 equity}{\b0 \fs21 as}{\b0 \fs21 possible.}{\b0 \fs21 That}{\b0 \fs21 is,}
{\b0 \fs21 according}{\b0 \fs21 to}{\b0 \fs21 the }
cf0 {\b0 \fs21 customer-based}{\b0 \fs21 brand}{\b0 \fs21 equity}{\b0 \fs21 m
odel,}{\b0 \fs21 brand}{\b0 \fs21 elements}{\b0 \fs21 can}{\b0 \fs21 be}{\b0
\fs21 chosen }

cf0 {\b0 \fs21 to}{\b0 \fs21 enhance}{\b0 \fs21 brand}{\b0 \fs21 awareness;}{
\b0 \fs21 facilitate}{\b0 \fs21 the}{\b0 \fs21 formation}{\b0 \fs21 of}{\b0
\fs21 strong, }
cf0 {\b0 \fs21 favorable,}{\b0 \fs21 and}{\b0 \fs21 unique}{\b0 \fs21 brand}{
\b0 \fs21 associations;}{\b0 \fs21 or}{\b0 \fs21 elicits}{\b0 \fs21 positive
}{\b0 \fs21 brand }
cf0 {\b0 \fs21 judgments}{\b0 \fs21 and}{\b0 \fs21 feelings.}{\b0 \fs21 The}{
\b0 \fs21 test}{\b0 \fs21 of}{\b0 \fs21 the}{\b0 \fs21 brand-building}{\b0 \
fs21 ability}{\b0 \fs21 of}{\b0 \fs21 brand }
cf0 {\b0 \fs21 elements}{\b0 \fs21 is}{\b0 \fs21 what}{\b0 \fs21 consumers}{\
b0 \fs21 would}{\b0 \fs21 think}{\b0 \fs21 or}{\b0 \fs21 feel}{\b0 \fs21 ab
out}{\b0 \fs21 the}{\b0 \fs21 product}{\b0 \fs21 if }
cf0 {\b0 \fs21 they}{\b0 \fs21 only}{\b0 \fs21 knew}{\b0 \fs21 about}{\b0 \fs
21 its}{\b0 \fs21 brand}{\b0 \fs21 name,}{\b0 \fs21 associated}{\b0 \fs21 l
ogo,}{\b0 \fs21 and}{\b0 \fs21 other }
cf0 {\b0 \fs21 characteristics.}{\b0 \fs21 A}{\b0 \fs21 brand}{\b0 \fs21 elem
ent}{\b0 \fs21 that}{\b0 \fs21 provides}{\b0 \fs21 a}{\b0 \fs21 positive}{\b
0 \fs21 contribution }
cf0 {\b0 \fs21 to}{\b0 \fs21 brand}{\b0 \fs21 equity,}{\b0 \fs21 for}{\b0 \fs
21 example,}{\b0 \fs21 would}{\b0 \fs21 be}{\b0 \fs21 one}{\b0 \fs21 for}{\
b0 \fs21 which}{\b0 \fs21 consumers }
cf0 {\b0 \fs21 assumed}{\b0 \fs21 or}{\b0 \fs21 inferred}{\b0 \fs21 certain}{
\b0 \fs21 valued}{\b0 \fs21 associations}{\b0 \fs21 or}{\b0 \fs21 responses.
}\par
}
5 \cf0 CRITERIA FOR CHOOSING BRAND ELEMENTS
\par}{\phpg\posx1388\pvpg\posy11026\absw9021\absh3902 \sl-253 \par\b \f12 \fs25
\cf0 {\b0 \fs21 In}{\b0 \fs21 general,}{\b0 \fs21 there}{\b0 \fs21 are}{\b0 \
fs21 six}{\b0 \fs21 criteria}{\b0 \fs21 in}{\b0 \fs21 choosing}{\b0 \fs21 b
rand}{\b0 \fs21 elements}{\b0 \fs21 (as}{\b0 \fs21 well }
\cf0 {\b0 \fs21 as}{\b0 \fs21 more}{\b0 \fs21 specific}{\b0 \fs21 choice}{\b0
\fs21 considerations}{\b0 \fs21 in}{\b0 \fs21 each}{\b0 \fs21 case): }
\par}{\phpg\posx1388\pvpg\posy11026\absw9021\absh3902 \sl-254 \par\par\b \f12 \f
s25 \cf0 \fi360 {\b0 \fs21 1.Memorability }
\cf0 \fi360 {\b0 \fs21 2.Meaningfulness }
\cf0 \fi360 {\b0 \fs21 3.Likability }
\cf0 \fi360 {\b0 \fs21 4.Transferability }
\cf0 \fi360 {\b0 \fs21 5.Adaptability }
\cf0 \fi360 {\b0 \fs21 6.Protectability }\par
}
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}}\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \f12 \fs22 \cf0 \f12 \fs2
2 \cf0 The first three criteria memorability, meaningfulness, and likeability
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-437 \f12 \fs22 \cf0 can
be characterized as "brand building" in nature and concern how
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-437 \f12 \fs22 \cf0 bra
nd equity can be built through the judicious choice of a brand
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-437 \f12 \fs22 \cf0 ele
ment. The latter three, however, are more "defensive" in nature
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-438 \f12 \fs22 \cf0 and
are concerned with how the brand equity contained in a brand
ment can be leveraged and preserved in the face of different
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-437 \f12 \fs22 \cf0 opp
ortunities and constraints. The following sections briefly consider
\par}{\phpg\posx1388\pvpg\posy1660\absw9188\absh3021 \sl-437 \f12 \fs22 \cf0 eac
h of these general criteria. \par
}
\cf0 Memorability
cf0 {\b0 \fs22 A}{\b0 \fs22 necessary}{\b0 \fs22 condition}{\b0 \fs22 for}{\b
0 \fs22 building}{\b0 \fs22 brand}{\b0 \fs22 equity}{\b0 \fs22 is}{\b0 \fs22

achieving}{\b0 \fs22 a}{\b0 \fs22 high }
{\b0 \fs22 level}{\b0 \fs22 of}{\b0 \fs22 brand}{\b0 \fs22 awareness}{\b0 \fs
22 toward}{\b0 \fs22 that}{\b0 \fs22 goal,}{\b0 \fs22 brand}{\b0 \fs22 elem
ents}{\b0 \fs22 can}{\b0 \fs22 be }
{\b0 \fs22 chosen}{\b0 \fs22 that}{\b0 \fs22 are}{\b0 \fs22 inherently}{\b0 \
fs22 memorable}{\b0 \fs22 and}{\b0 \fs22 therefore}{\b0 \fs22 facilitate}{\b
0 \fs22 recall }
{\b0 \fs22 or}{\b0 \fs22 recognition}{\b0 \fs22 in}{\b0 \fs22 purchase}{\b0 \
fs22 or}{\b0 \fs22 consumption}{\b0 \fs22 settings. }
cf0 {\b0 \fs22 In}{\b0 \fs22 other}{\b0 \fs22 words,}{\b0 \fs22 the}{\b0 \fs2
2 intrinsic}{\b0 \fs22 nature}{\b0 \fs22 of}{\b0 \fs22 certain}{\b0 \fs22 n
ames,}{\b0 \fs22 symbol,}{\b0 \fs22 logos }
{\b0 \fs22 and}{\b0 \fs22 the}{\b0 \fs22 like}{\b0 \fs22 their}{\b0 \fs22 se
mantic}{\b0 \fs22 content,}{\b0 \fs22 visual}{\b0 \fs22 properties,}{\b0 \fs2
2 and}{\b0 \fs22 so}{\b0 \fs22 on}{\b0 \fs22 may }
{\b0 \fs22 make}{\b0 \fs22 them}{\b0 \fs22 more}{\b0 \fs22 attention}{\b0 \fs
22 getting}{\b0 \fs22 and}{\b0 \fs22 easy}{\b0 \fs22 to}{\b0 \fs22 remember
}{\b0 \fs22 and }
{\b0 \fs22 therefore}{\b0 \fs22 contribute}{\b0 \fs22 to}{\b0 \fs22 brand}{\b
0 \fs22 equity.}{\b0 \fs22 For}{\b0 \fs22 example,}{\b0 \fs22 naming}{\b0 \f
s22 a}{\b0 \fs22 brand }
{\b0 \fs22 of}{\b0 \fs22 propane}{\b0 \fs22 gas}{\b0 \fs22 cylinders}{\b0 \fs
22 "Blue}{\b0 \fs22 Rhino"}{\b0 \fs22 and}{\b0 \fs22 reinforcing}{\b0 \fs22
it}{\b0 \fs22 with}{\b0 \fs22 a }
{\b0 \fs22 powder-blue}{\b0 \fs22 mascot}{\b0 \fs22 with}{\b0 \fs22 a}{\b0 \f
s22 distinctive}{\b0 \fs22 yellow}{\b0 \fs22 flame}{\b0 \fs22 is}{\b0 \fs22
likely}{\b0 \fs22 to}{\b0 \fs22 stick }
{\b0 \fs22 in}{\b0 \fs22 the}{\b0 \fs22 minds}{\b0 \fs22 of}{\b0 \fs22 consu
mer. }\par
}
6 \cf0 Meaningfulness
\cf0 {\b0 \fs22 Besides}{\b0 \fs22 choosing}{\b0 \fs22 brand}{\b0 \fs22 eleme
nts}{\b0 \fs22 to}{\b0 \fs22 build}{\b0 \fs22 awareness,}{\b0 \fs22 brand}{\
b0 \fs22 elements }
{\b0 \fs22 can}{\b0 \fs22 also}{\b0 \fs22 be}{\b0 \fs22 chosen}{\b0 \fs22 w
hose}{\b0 \fs22 inherent}{\b0 \fs22 meaning}{\b0 \fs22 enhances}{\b0 \fs22 t
he}{\b0 \fs22 formation }
{\b0 \fs22 of}{\b0 \fs22 brand}{\b0 \fs22 associations.}{\b0 \fs22 Brand}{\b
0 \fs22 elements}{\b0 \fs22 may}{\b0 \fs22 take}{\b0 \fs22 on}{\b0 \fs22 al
l}{\b0 \fs22 kinds}{\b0 \fs22 of }
{\b0 \fs22 meaning,}{\b0 \fs22 varying}{\b0 \fs22 in}{\b0 \fs22 descriptive,
}{\b0 \fs22 as}{\b0 \fs22 well}{\b0 \fs22 as}{\b0 \fs22 persuasive,}{\b0 \fs
22 content.}{\b0 \fs22 For }
{\b0 \fs22 example}{\b0 \fs22 brand}{\b0 \fs22 names}{\b0 \fs22 could}{\b0 \

fs22 be}{\b0 \fs22 based}{\b0 \fs22 on}{\b0 \fs22 people,}{\b0 \fs22 places
,}{\b0 \fs22 animals}{\b0 \fs22 or }
{\b0 \fs22 birds,}{\b0 \fs22 or}{\b0 \fs22 other}{\b0 \fs22 things}{\b0 \fs2
2 or}{\b0 \fs22 objects.}{\b0 \fs22 Two}{\b0 \fs22 particularly}{\b0 \fs22
important }
{\b0 \fs22 dimensions}{\b0 \fs22 or}{\b0 \fs22 aspects}{\b0 \fs22 of}{\b0 \f
s22 the}{\b0 \fs22 meaning}{\b0 \fs22 of}{\b0 \fs22 a}{\b0 \fs22 brand}{\b0
\fs22 element}{\b0 \fs22 are}{\b0 \fs22 the }\par
}
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01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
001108034a025303012200021101031101ffc4001f00000105010101010101000000000000000001
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0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
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00ffd9
\cf0 extent to which it conveys the following: \par
}
\cf0 General information about the nature of the product category.

cf0 {\b0 In}{\b0 terms}{\b0 of}{\b0 descriptive}{\b0 meaning,}{\b0 to}{\b0
what}{\b0 extent}{\b0 does}{\b0 the}{\b0 brand }
{\b0 element}{\b0 suggest}{\b0 something}{\b0 about}{\b0 the}{\b0 product}{
\b0 category?}{\b0 How}{\b0 likely }
{\b0 would}{\b0 it}{\b0 be}{\b0 that}{\b0 a}{\b0 consumer}{\b0 could}{\b0
correctly}{\b0 identify}{\b0 the}{\b0 corresponding }
{\b0 product}{\b0 category}{\b0 or}{\b0 categories}{\b0 for}{\b0 the}{\b0
brand}{\b0 based}{\b0 on}{\b0 any}{\b0 one }
{\b0 particular}{\b0 brand}{\b0 element?}{\b0 In}{\b0 a}{\b0 related}{\b0
question,}{\b0 does}{\b0 the}{\b0 brand }
{\b0 element}{\b0 seem}{\b0 credible}{\b0 in}{\b0 the}{\b0 product}{\b0 ca
tegory?}{\b0 In}{\b0 other}{\b0 words,}{\b0 is}{\b0 the }
{\b0 content}{\b0 of}{\b0 a}{\b0 brand}{\b0 element}{\b0 consistent}{\b0 w
ith}{\b0 what}{\b0 consumers}{\b0 would }
{\b0 expect}{\b0 to}{\b0 see}{\b0 from}{\b0 a}{\b0 brand}{\b0 in}{\b0 tha
t}{\b0 product}{\b0 category? }\par
}
\cf0 Specific information about particular attributes and benefits of
\par}{\phpg\posx1388\pvpg\posy7120\absw8952\absh656 \sl-437 \b \f12 \fs22 \cf0 t
he brand. \par
}
{\phpg\posx1388\pvpg\posy8356\absw8629\absh1839 \f12 \fs22 \cf0 \f12 \fs22 \cf0
In terms of persuasive meaning, to what extent does the brand
ment suggest something about the particular kind of product
\par}{\phpg\posx1388\pvpg\posy8356\absw8629\absh1839 \sl-437 \f12 \fs22 \cf0 tha
t the brand would likely be, for example, in terms of key
\par}{\phpg\posx1388\pvpg\posy8356\absw8629\absh1839 \sl-438 \f12 \fs22 \cf0 att
ributes or benefits? Does it suggest something about a product
\par}{\phpg\posx1388\pvpg\posy8356\absw8629\absh1839 \sl-437 \f12 \fs22 \cf0 ing
redient or the type of person who might use the brand? \par
}
6 \cf0 Likability
\cf0 {\b0 \fs22 The}{\b0 \fs22 associations}{\b0 \fs22 suggested}{\b0 \fs22 b
y}{\b0 \fs22 a}{\b0 \fs22 brand}{\b0 \fs22 element}{\b0 \fs22 may}{\b0 \fs22
not}{\b0 \fs22 always}{\b0 \fs22 be }
{\b0 \fs22 related}{\b0 \fs22 to}{\b0 \fs22 the}{\b0 \fs22 product.}{\b0 \fs
22 Thus,}{\b0 \fs22 brand}{\b0 \fs22 elements}{\b0 \fs22 can}{\b0 \fs22 be}
{\b0 \fs22 chosen}{\b0 \fs22 that}{\b0 \fs22 are }
{\b0 \fs22 rich}{\b0 \fs22 in}{\b0 \fs22 visual}{\b0 \fs22 and}{\b0 \fs22 v
erbal}{\b0 \fs22 imagery}{\b0 \fs22 and}{\b0 \fs22 inherently}{\b0 \fs22 fun
}{\b0 \fs22 and}{\b0 \fs22 interesting. }
{\b0 \fs22 Independent}{\b0 \fs22 of}{\b0 \fs22 its}{\b0 \fs22 memorability}
{\b0 \fs22 and}{\b0 \fs22 meaningfulness,}{\b0 \fs22 how }
{\b0 \fs22 aesthetically}{\b0 \fs22 appealing}{\b0 \fs22 do}{\b0 \fs22 consu

mers}{\b0 \fs22 find}{\b0 \fs22 the}{\b0 \fs22 brand}{\b0 \fs22 element?}{\b
0 \fs22 Is}{\b0 \fs22 it }
{\b0 \fs22 inherently}{\b0 \fs22 likable,}{\b0 \fs22 visually,}{\b0 \fs22 ve
rbally,}{\b0 \fs22 and}{\b0 \fs22 in}{\b0 \fs22 other}{\b0 \fs22 ways?}{\b0
\fs22 In}{\b0 \fs22 other }
{\b0 \fs22 words,}{\b0 \fs22 in}{\b0 \fs22 dependent}{\b0 \fs22 of}{\b0 \fs2
2 the}{\b0 \fs22 particular}{\b0 \fs22 product}{\b0 \fs22 or}{\b0 \fs22 ser
vice,}{\b0 \fs22 how}{\b0 \fs22 much }
{\b0 \fs22 would}{\b0 \fs22 consumers}{\b0 \fs22 like}{\b0 \fs22 the}{\b0 \f
s22 brand}{\b0 \fs22 element? }
\cf0 {\b0 \fs22 In}{\b0 \fs22 terms}{\b0 \fs22 of}{\b0 \fs22 these}{\b0 \fs22
first}{\b0 \fs22 three}{\b0 \fs22 criteria,}{\b0 \fs22 a}{\b0 \fs22 memora
ble,}{\b0 \fs22 meaningful,}{\b0 \fs22 and }\par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
001108034a025303012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
00ffd9
2 \cf0 likable set of brand elements offers many advantages. Because
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-437 \f12 \fs22 \cf0 con
sumers often do not examine much information in making product
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-437 \f12 \fs22 \cf0 dec
isions, it is often desirable that brand elements be easily recognized
recalled and inherently descriptive and persuasive. Moreover,
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-438 \f12 \fs22 \cf0 mem
orable or meaningful brand names, logos, symbols, and so on
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-437 \f12 \fs22 \cf0 red
uce the burden on marketing communications to build awareness
link brand associations.
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-272 \par\f12 \fs22 \cf0
The different associations that arise from the likability and appeal of
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-438 \f12 \fs22 \cf0 the
brand elements also may play a critical role in the equity of a
nd, especially when few other product-related associations exist.
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-437 \f12 \fs22 \cf0 Oft
en, the less concrete the possible product benefits are, the more
\par}{\phpg\posx1388\pvpg\posy1660\absw9371\absh5089 \sl-437 \f12 \fs22 \cf0 imp
ortant is the creative potential of the brand name and other
nd elements to capture intangible characteristics of a brand. \par
}
\cf0 Transferability
cf0 {\b0 \fs22 The}{\b0 \fs22 fourth}{\b0 \fs22 general}{\b0 \fs22 criterion}
{\b0 \fs22 concerns}{\b0 \fs22 the}{\b0 \fs22 transferability}{\b0 \fs22 of}
{\b0 \fs22 the}{\b0 \fs22 brand }
{\b0 \fs22 element-in}{\b0 \fs22 both}{\b0 \fs22 a}{\b0 \fs22 product}{\b0 \f
s22 category}{\b0 \fs22 and}{\b0 \fs22 geographic}{\b0 \fs22 sense.}{\b0 \fs
22 First}{\b0 \fs22 to }
{\b0 \fs22 what}{\b0 \fs22 extent}{\b0 \fs22 can}{\b0 \fs22 the}{\b0 \fs22 b
rand}{\b0 \fs22 element}{\b0 \fs22 add}{\b0 \fs22 to}{\b0 \fs22 the}{\b0 \fs
22 brand}{\b0 \fs22 equity}{\b0 \fs22 of}{\b0 \fs22 new }
{\b0 \fs22 products}{\b0 \fs22 sharing}{\b0 \fs22 the}{\b0 \fs22 brand}{\b0 \
fs22 elements}{\b0 \fs22 introduced}{\b0 \fs22 either}{\b0 \fs22 within}{\b0
\fs22 the }
{\b0 \fs22 product}{\b0 \fs22 class}{\b0 \fs22 or}{\b0 \fs22 across}{\b0 \fs2
2 product}{\b0 \fs22 classes?}{\b0 \fs22 In}{\b0 \fs22 other}{\b0 \fs22 wor
ds,}{\b0 \fs22 how}{\b0 \fs22 useful}{\b0 \fs22 is }
{\b0 \fs22 the}{\b0 \fs22 brand}{\b0 \fs22 element}{\b0 \fs22 for}{\b0 \fs22
line}{\b0 \fs22 or}{\b0 \fs22 category}{\b0 \fs22 extensions?}{\b0 \fs22 In
}{\b0 \fs22 general,}{\b0 \fs22 the}{\b0 \fs22 less }
{\b0 \fs22 specific}{\b0 \fs22 the}{\b0 \fs22 name,}{\b0 \fs22 the}{\b0 \fs22
more}{\b0 \fs22 easily}{\b0 \fs22 it}{\b0 \fs22 can}{\b0 \fs22 be}{\b0 \fs
22 transferred}{\b0 \fs22 across }

{\b0 \fs22 categories.}{\b0 \fs22 For}{\b0 \fs22 example,}{\b0 \fs22 Amazon}{
\b0 \fs22 connotes}{\b0 \fs22 a}{\b0 \fs22 massive}{\b0 \fs22 South}{\b0 \fs
22 American }
{\b0 \fs22 river}{\b0 \fs22 and}{\b0 \fs22 therefore}{\b0 \fs22 as}{\b0 \fs22
a}{\b0 \fs22 brand}{\b0 \fs22 can}{\b0 \fs22 be}{\b0 \fs22 appropriate}{\b
0 \fs22 for}{\b0 \fs22 a}{\b0 \fs22 variety}{\b0 \fs22 of }
{\b0 \fs22 different}{\b0 \fs22 types}{\b0 \fs22 of}{\b0 \fs22 products,}{\b0
\fs22 whereas}{\b0 \fs22 Toys"R"Us}{\b0 \fs22 obviously}{\b0 \fs22 does}{\b
0 \fs22 not }
{\b0 \fs22 permit}{\b0 \fs22 the}{\b0 \fs22 same}{\b0 \fs22 flexibility. }
cf0 {\b0 \fs22 Second,}{\b0 \fs22 to}{\b0 \fs22 what}{\b0 \fs22 extent}{\b0 \
fs22 does}{\b0 \fs22 the}{\b0 \fs22 brand}{\b0 \fs22 element}{\b0 \fs22 add
}{\b0 \fs22 to}{\b0 \fs22 brand}{\b0 \fs22 equity }
{\b0 \fs22 across}{\b0 \fs22 geographic}{\b0 \fs22 boundaries}{\b0 \fs22 and}
{\b0 \fs22 market}{\b0 \fs22 segments?}{\b0 \fs22 To}{\b0 \fs22 a}{\b0 \fs22
large }
{\b0 \fs22 extent}{\b0 \fs22 this}{\b0 \fs22 depends}{\b0 \fs22 on}{\b0 \fs22
the}{\b0 \fs22 cultural}{\b0 \fs22 content}{\b0 \fs22 and}{\b0 \fs22 lingu
istic}{\b0 \fs22 qualities}{\b0 \fs22 of }
{\b0 \fs22 the}{\b0 \fs22 brand}{\b0 \fs22 element.}{\b0 \fs22 For}{\b0 \fs22
example,}{\b0 \fs22 one}{\b0 \fs22 of}{\b0 \fs22 the}{\b0 \fs22 main}{\b0
\fs22 advantages}{\b0 \fs22 of}{\b0 \fs22 non }
{\b0 \fs22 meaningful}{\b0 \fs22 names}{\b0 \fs22 (e.g.,}{\b0 \fs22 Exxon)}{\
b0 \fs22 is}{\b0 \fs22 that}{\b0 \fs22 they}{\b0 \fs22 translate}{\b0 \fs22
well}{\b0 \fs22 into}{\b0 \fs22 other }\par
}
ffd8ffe000104a46494600010100000100010000ffdb004300010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010101010101010101010101
010101010101010101ffdb0043010101010101010101010101010101010101010101010101010101
0101010101010101010101010101010101010101010101010101010101010101010101010101ffc0
001108034a025303012200021101031101ffc4001f00000105010101010101000000000000000001
02030405060708090a0bffc400b5100002010303020403050504040000017d010203000411051221
31410613516107227114328191a1082342b1c11552d1f02433627282090a161718191a2526272829
2a3435363738393a434445464748494a535455565758595a636465666768696a737475767778797a
0101010101010101010000000000000102030405060708090a0bffc400b511000201020404030407
05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
5a636465666768696a737475767778797a82838485868788898a92939495969798999aa2a3a4a5a6
00ffd9
3 \cf0 language since they have no inherent meaning. The mistakes that
\par}{\phpg\posx1388\pvpg\posy1660\absw8649\absh2233 \sl-437 \f12 \fs23 \cf0 eve
n top companies have made in translating their brand names,
\par}{\phpg\posx1388\pvpg\posy1660\absw8649\absh2233 \sl-437 \f12 \fs23 \cf0 slo
gans, and packages into other languages and cultures over the
\par}{\phpg\posx1388\pvpg\posy1660\absw8649\absh2233 \sl-437 \f12 \fs23 \cf0 yea
rs have become legendary. Companies must review all their
nd elements for cultural meaning before introducing the brand
\par}{\phpg\posx1388\pvpg\posy1660\absw8649\absh2233 \sl-437 \f12 \fs23 \cf0 int
o a new market. \par
}
\cf0 Adaptability
cf0 {\b0 \fs23 The}{\b0 \fs23 fifth}{\b0 \fs23 consideration}{\b0 \fs23 conce
rns}{\b0 \fs23 the}{\b0 \fs23 adaptability}{\b0 \fs23 of}{\b0 \fs23 the}{\b0
\fs23 brand}{\b0 \fs23 element }
{\b0 \fs23 over}{\b0 \fs23 time.}{\b0 \fs23 Because}{\b0 \fs23 of}{\b0 \fs23
changes}{\b0 \fs23 in}{\b0 \fs23 consumer}{\b0 \fs23 values}{\b0 \fs23 and}
{\b0 \fs23 opinions,}{\b0 \fs23 or }
{\b0 \fs23 simply}{\b0 \fs23 because}{\b0 \fs23 of}{\b0 \fs23 a}{\b0 \fs23 n
eed}{\b0 \fs23 to}{\b0 \fs23 remain}{\b0 \fs23 contemporary,}{\b0 \fs23 bran
d}{\b0 \fs23 elements }
{\b0 \fs23 often}{\b0 \fs23 must}{\b0 \fs23 be}{\b0 \fs23 updated}{\b0 \fs23
over}{\b0 \fs23 time.}{\b0 \fs23 The}{\b0 \fs23 more}{\b0 \fs23 adaptable}{
\b0 \fs23 and}{\b0 \fs23 flexible }
{\b0 \fs23 the}{\b0 \fs23 brand}{\b0 \fs23 element,}{\b0 \fs23 the}{\b0 \fs23
easier}{\b0 \fs23 it}{\b0 \fs23 is}{\b0 \fs23 to}{\b0 \fs23 update}{\b0 \f
s23 it.}{\b0 \fs23 For}{\b0 \fs23 example,}{\b0 \fs23 logos }
{\b0 \fs23 and}{\b0 \fs23 characters}{\b0 \fs23 can}{\b0 \fs23 be}{\b0 \fs23
given}{\b0 \fs23 a}{\b0 \fs23 new}{\b0 \fs23 look}{\b0 \fs23 or}{\b0 \fs23
a}{\b0 \fs23 new}{\b0 \fs23 design}{\b0 \fs23 to}{\b0 \fs23 make }
{\b0 \fs23 them}{\b0 \fs23 appear}{\b0 \fs23 more}{\b0 \fs23 modern}{\b0 \fs2
3 and}{\b0 \fs23 relevant. }

cf0 Protectability
cf0 {\b0 \fs23 The}{\b0 \fs23 sixth}{\b0 \fs23 and}{\b0 \fs23 final}{\b0 \fs2
3 general}{\b0 \fs23 consideration}{\b0 \fs23 is}{\b0 \fs23 the}{\b0 \fs23
extent}{\b0 \fs23 to}{\b0 \fs23 which}{\b0 \fs23 the }
{\b0 \fs23 brand}{\b0 \fs23 element}{\b0 \fs23 is}{\b0 \fs23 protectable}{\b0
\fs23 -}{\b0 \fs23 both}{\b0 \fs23 in}{\b0 \fs23 a}{\b0 \fs23 legal}{\b0 \
fs23 and}{\b0 \fs23 a}{\b0 \fs23 competitive }
{\b0 \fs23 sense.}{\b0 \fs23 Marketers}{\b0 \fs23 should: }
cf0 \fi360 {\b0 \fs23 1.}{\b0 \fs23 Choose}{\b0 \fs23 brand}{\b0 \fs23 elemen
ts}{\b0 \fs23 that}{\b0 \fs23 can}{\b0 \fs23 be}{\b0 \fs23 legally}{\b0 \fs2
3 protected }
\fi720 {\b0 \fs23 internationally. }
cf0 \fi360 {\b0 \fs23 2.}{\b0 \fs23 Formally}{\b0 \fs23 register}{\b0 \fs23 t
hem}{\b0 \fs23 with}{\b0 \fs23 the}{\b0 \fs23 appropriate}{\b0 \fs23 legal}{
\b0 \fs23 bodies. }
cf0 \fi360 {\b0 \fs23 3.}{\b0 \fs23 Vigorously}{\b0 \fs23 defend}{\b0 \fs23 t
rademarks}{\b0 \fs23 from}{\b0 \fs23 unauthorized}{\b0 \fs23 competitive }
\fi720 {\b0 \fs23 infringement. }
cf0 {\b0 \fs23 Another}{\b0 \fs23 consideration}{\b0 \fs23 is}{\b0 \fs23 whet
her}{\b0 \fs23 the}{\b0 \fs23 brand}{\b0 \fs23 is}{\b0 \fs23 competitively }
{\b0 \fs23 protectable.}{\b0 \fs23 If}{\b0 \fs23 a}{\b0 \fs23 name,}{\b0 \fs2
3 package,}{\b0 \fs23 or}{\b0 \fs23 other}{\b0 \fs23 attribute}{\b0 \fs23 i
s}{\b0 \fs23 too}{\b0 \fs23 easily }
{\b0 \fs23 copied,}{\b0 \fs23 much}{\b0 \fs23 of}{\b0 \fs23 uniqueness}{\b0 \
fs23 of}{\b0 \fs23 the}{\b0 \fs23 brand}{\b0 \fs23 may}{\b0 \fs23 disappear
. }\par
}
}

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0 \fs22 building}{\b0 \fs22 brand}{\b0 \fs22 equity}{\b0 \fs22 is}{\b0 \fs22

{\b0 \fs22 example}{\b0 \fs22 brand}{\b0 \fs22 names}{\b0 \fs22 could}{\b0 \

\cf0 General information about the nature of the product category.

{\b0 \fs22 aesthetically}{\b0 \fs22 appealing}{\b0 \fs22 do}{\b0 \fs22 consu

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3 and}{\b0 \fs23 relevant. }

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