Professional Documents
Culture Documents
Brand Elements
Brand Awareness
Brand Associations
Naming Procedures
Define objective
Generate names
Screen initial candidates i.e. cannot pronounce,
double meaning, already in use, against the
positioning
Study the candidates names i.e. international legal
search
Research the final candidates i.e. consumer research
Select the final names
URLs
Characters
Improves visibility
Enforces human values and characteristics than
other elements
Provides licensing properties
Slogans
Slogans Quiz
Jingles
Packaging
Packaging to Improve
Brand Image
Packaging Innovations
Package Design
Package Changes
Discussion Questions
Question 1
Content Extracted from Strategic Brand Management 3rd
Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand
Management Students
Presentation developed by Leroy J. Ebert (27th Feb 2014)