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