Brand Management

The bias shown by customers towards certain products because of a favourable experience with other products made by the same manufacturer or maker.

Brand Halo

Brand Name Brand Logos and Symbols Brand Slogan Brand Jingle Brand Packaging

Brand Elements

Memorable Meaningful Likable Transferable Adaptable Protectable

Criteria for choosing Brand Elements

Memorable◦ Easily recognised◦ Easily recalled

Meaningful◦ Descriptive◦ Persuasive

Likable◦ Fun and Interesting◦ Rich visual and verbal imagery◦ Aesthetically pleasing

Transferable Adaptable Protectable

Criteria for choosing Brand Elements

Transferable◦ Within and Across product categories◦ Across geographic boundaries and cultures

Adaptable◦ Flexible◦ Updatable

Protectable◦ Legally◦ Competitively

Criteria for choosing Brand Elements

Changing face of customers over time Think Globally – Act Locally