Brand Elements
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Transcript of Brand Elements
Choosing Brand Elements to Choosing Brand Elements to build Brand Equitybuild Brand Equity
What are Brand Elements?What are Brand Elements?
Brand elements are those trademarkable devices that serve to identify and differentiate the brand
Why are brand elements so Why are brand elements so carefully chosen?carefully chosen?
Enhance brand awarenessFacilitate brand associationsElicit positive judgments and feelings
Criteria for choosing brand Criteria for choosing brand elements…elements…
Memorable– Easily recognized– Easily recalled
Meaningful– Descriptive (Product
category)– Persuasive (Attributes and
benefits) Likable
– Fun/interesting– Rich imagery– Aesthetically pleasing
Transferable– Within/across categories (Line
and Brand extensions)– Across geographies/cultures
(Non-meaningful names like Exxon translate well) (Nova)
Adaptable– Flexible– Updatable
Protectable– Legally– Competitively (Should not be
easily copied)
Brand elementsBrand elements
Name
How is this for a name?How is this for a name?
Very popular outlet in Kanpur. Shown in Bunty aur Babli
This?This?
This?This?
Or these names?Or these names?
MTV ‘Bakra’Soul FryMouthshut.comMonster.comCokeFCUK
““Any name can be used….”Any name can be used….”
Provided that there is a consistent effort over time to give meaning to this name….
Kapferer
Savour this….Savour this….
“…. curiously, history teaches that the choice of succesful brand names owes more to intuition, misplaced belief and naivety than to meticulous strategic planning”
(SONY, Volkswagen)
Barrie Blake Coleman “Brand Names &
Product Dynasties”
The Frooti dilemmaThe Frooti dilemma
The Pizza Hut dilemma?The Pizza Hut dilemma?
The Pizza Hut dilemma?The Pizza Hut dilemma?
Brand Brand Naming GuidelinesNaming Guidelines
Brand awareness – Simplicity and ease of pronunciation and
spelling – Familiarity and meaningfulness – Differentiated, distinctive, and
uniqueness
Brand Brand Naming GuidelinesNaming Guidelines
Brand associations– The explicit and implicit meanings
consumers extract from it are important. In particular, the brand name can reinforce an important attribute or benefit association that makes up its product positioning
Brand Brand Naming ProceduresNaming Procedures
Define objectives Generate names Screen initial candidates Study candidate names Research the final candidates Select the final name
Brand elementsBrand elements
Logos & Symbols
Also called Symbols
Characters
Brand elementsBrand elements
Numbers (Maruti 800, Levi’s 501, James Bond 007, Nokia 1100)
Packaging
Brand elementsBrand elements
Sound: Harley Davidson
Brand elementsBrand elements
Sensation: Dettol - ‘burning’ sensation and smell
Slogan (Connecting people, Kuch meetha ho jaye)
URL (Uniform Resource Locator) – Domain name e.g. Amazon.com
SpokespeopleJingles
Putting It All Together Putting It All Together
The entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image
The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent
ReadingReading
Strategic Brand Management by Kevin Lane Keller. Chapter 4