五、 Equity and Brand Names Equity products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these Kelloggs Coca-Cola's bottle shape and can color pattern Campbells Soup's red-and-white can label, the Heinz"tombstone"logo McDonalds golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision Icons with high equity are al ways carried on new product lines in order to immediately establish the heritage and trust五、Equity and Brand Names 1. Equity ⚫ products have graphic elements or icons easily identified Company name, brand name, symbol, typographic style, color or color pattern, or any combination of these. Kellogg's; Coca-Cola's bottle shape and can color pattern; Campbell's Soup's red-and-white can label, the Heinz "tombstone" logo; McDonald's golden arches Equity is built by establishing a reputation for consistently good product and service over a long time period. Icons are highly recognizable symbols that have major motivational impacts on a consumer's purchasing decision. Icons with high equity are always carried on new product lines in order to immediately establish the heritage and trust