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Essay Details:
Essay text:
First 3 are ‘brand building’, latter 3 are ‘defensive’
-memorable – how easily is brand element recalled
-meaningful – to what extent is the brand element credible and suggestive of the corresponding category
-likeability – how aesthetically appealing do consumers find the brand element?
-transferable – can element be used to introduce new products in the same or different categories
-adaptable – is it updateable?
-protectable – is it legally protectable? Can it be copied?
Designing holistic marketing activities
Brand contact = any information-bearing experience a costumer or prospect has with the brand, product category, or the market that relates to the marketer’s product or service...
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