MNM3710 Brand Management
2017 Exam Preparation Notes and Summary . By: Dubst3phs
NB: Don’t use bullet points in the exams.
TOPIC 1: UNDERSTANDING BRANDS AND BRANDING
Study Unit 1: Understanding brand and branding
1.1 Brand Elements
Brand elements are the characteristics that identify and differentiate the different components of a brand from
other brands. Examples of brand elements include brand names, logos, symbols, characters, slogans, jingles and
packaging. We start with brand elements to make you aware of the characteristics, or elements, which are unique
to a brand.
1.1.1 Criteria for choosing brand elements
• Brand-Building
o Memorability- need to have a recall
o Meaningfulness- need to be descriptive and have meaning
o Likeability- fun and interesting
• Defensive
o Transferability- need to be able to function across categories
o Adaptability- needs to be contemporary and last through the ages
o Protect ability- legal and competitively
1.1.2 Themes in brand elements
1. Legal instrument
a. A mark of ownership
2. Mark
a. Recognized name, term, design or symbol
3. Organization
a. Recognizable corporate name and image
4. Indicator
a. Representative characteristics or values associated with brand
5. Risk reduction
a. Brand as a contract with consumer
6. Identity system
a. Holistic, coherent and integrated
7. Image
a. Image in memory of user is brand reality
8. Value system
a. Brand values in line with relevant consumer values
9. Personality
a. Brand is symbolic device with a personality that overshadows functional use for user
10. Relationship
a. Expansion of brand personality and a portrayal of relationships between consumer and product
11. Added value
a. Non-functional advantages that help to differentiate brands
12. Developing entity
a. Brand concept changes corresponding to the development of the brand
1.2 Definition of a brand
Branded products have 2 attributes to them
1. Intrinsic-
a. when these intrinsic properties of the brand change the product changes (all cars have wheels)
2. Extrinsic-
a. parts of the brand that don’t form part of the intrinsic (not all cars are red)
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