Chapter Seven: Brand Names, Logos, Packages, and Point- of-Purchase Materials.
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Transcript of Chapter Seven: Brand Names, Logos, Packages, and Point- of-Purchase Materials.
I. Brand Names
A. Quality B. Naming Process 1. Distinctive 1. Objectives 2. Descriptive 2. Alternatives 3. Compatible 3. Evaluation 4. Memorable/ 4. Choice Pronounceable 5. Registration
C. Logos
UA Ad
II. Packaging
A. Structure B. Evaluation- View Model 1. Color 1. Visibility 2. Design 2. Information 3. Size 3. Emotional Appeal 4. Materials 4. Workability
C. Design 1. Objectives 2. Category Analysis 3. Competitive Analysis 4. Salient Attributes/Benefits 5. Communication PrioritiesMIcrosoft IPod
III. Point-of-Purchase Materials
A. Categories C. Functions 1. Permanent 1. Informing 2. Semi-Permanent 2. Reminding 3. Temporary 3. Encouraging 4. In-Store Media 4. Merchandising
B. Purposes D. Interactive Displays 1. Manufacturers2. Retailers E. Impact3. Consumer -In Store Decisions
Apple Store Display
Chapter Seven Discussion Questions: 3, 8, 14