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Brand Positioning and Choosing Brand Elements To Build Brand Equity
Brand Positioning and Choosing Brand Elements To Build Brand Equity
Brand Positioning
A marketing strategy that aims to make a
brand occupy a distinct position, relative to
competing brands, in the mind of the
customer.
Brand Elements
Brand elements
are those
trademarkable
devices that
identify and
differentiate the
brand.
Transferable
Adaptable
Protectable- defensive and deal with how to leverage and
preserve the equity in a brand element in the face of
opportunities and constraints.
MEMORABLE
How easily is the brand
element recalled and
recognized.
Short brand names.
MEANINGFUL
Is the brand element
credible and
suggestive of the
corresponding
category.
Inherent meaning.
LIKABLE
How aesthetically
appealing is the brand
element.
Concrete brand names.
TRANSFERABLE
Can the brand element be used to
introduce new products in the same or
different categories.
Brand equity across geographic
boundaries and market segments.
ADAPTABLE
How adpatable and updatable
is the brand element.
Changed to synchronize
with the changing consumer
perceptions and preferences.
PROTECTIBLE
How legally protectible is the
brand element. How
competively protectible.
Names that become
synonymous with product
categories.
REFERENCES
Marketing Management,
Thirteen edition, A
South Asian Perspective.
Philip Kotler, Kevin lane
Keller, Abraham Koshy,
Mithileshwar Jha.