chapter seven: brand names, logos, packages, and point- of-purchase materials

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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

http://www.youtube.com/watch?v=dnECY26PSHk

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

http://www.youtube.com/watch?v=EUXnJraKM3k

http://www.youtube.com/watch?v=EUXnJraKM3k

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

http://www.youtube.com/watch?v=hGNV4ixLUdg

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