BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that we analyzed are: the name, the Internet address, the symbol, the slogan and the packaging. We showed that each of these elements play a significant role in brand notoriety. On the other side, the brand equity helps to the awareness of brand elements. The relationship between brand elements and brand equity is of interdependence and reciprocal relationship.