1. Choosing Brand Elements to build Brand Equity
Chapter : 4
Lecture : 2
Rahma Akhter
BRAC Business School
BRAC University

2. INTRODUCTION
Brand elements, sometimes called brand identities, are those trademarkable devices that serve to identify and differentiate the brand.
The main brand elements are
Brand name
Logo
Color
Slogan
Jingle
Package

3. Criteria Memorabiltiy Meaningfulness Likability Transferability
Adaptability
Protectability

4. Criteria Memorable Easily recognized Easily recalled Meaningful
Descriptive
Persuasive

5. Criteria Likable Fun & Interesting Rich visual & verbal imagery
Aesthetically pleasing

7. Criteria Transferable Within & across product boundaries
Across geographic boundaries & cultures

8. Criteria
Adaptable
Flexible
Updateable

9. Updating Xerox

10. Criteria
Protectable
Legally – registered trade mark
Competitively

11. Memorability
A necessary condition for building brand equity is achieving a high level of brand awareness. Towards that goal, brand elements can be chosen that are inherently memorable and therefore facilitate recall and/or recognition in purchase and/or consumption setting. In other words, the intrinsic nature of certain names, symbols, logos, and the like-their semantic content, visual look, and so on-may make them more memorable and therefore contribute to brand equity.

12. Meaningfulness
Beside choosing brand elements to build awareness, brand elements can also be chosen whose inherent meaning enhances the formation of brand associations. Brand elements may take on all kinds of meaning, varying in descriptive, as well as persuasive, content.

13. Adaptability
The fourth consideration concerns the adaptability of the brand element over time. Because of changes in consumer values and opinions, or just because of a need to remain up-to-date or contemporary, brand elements often must be updated over time.

14. Protectability
The sixth and final general consideration concerns the extent to which the brand element is protect able - both in a legal and competitive sense.

15. BRAND NAMES
The brand name is a fundamentally important choice as it often captures the central theme or key associations of a product in a very compact and economical fashion. Brand names can be an extremely effective “shorthand” means of communication.

16. Criteria for selecting an Effective Brand Name
Easy to say
Easy to spell
Easy to recall
EFFECTIVE BRAND NAME
Mnemonic Quality
Communicates
Product uses,
benefits
Legal protection,
& consider
media usage
Be Distinctive,
No Negative
connotations

17. Wyborowapolish Vodka

18. NAMING PROCEDURES
Define the branding objectives in terms of the six general criteria noted above.
Generate as many names and concepts as possible
Brand names must be screened based on the branding objectives and marketing considerations.
Collecting more information on each of the final 5/10 names
Need to confirm management expectations as to the memorability and meaningfulness of the names.
Finally selecting a name.

19. Popular types of Brand Names
United Parcel Service
General Electric
Bill Hewlett and
David Packard
Walt and Roy Disney
The owner’s or founder names
Fabricated word names/Acronym

20. Nike the goddess of Victory
Greek Mythology
Nike the goddess of Victory
Geographically anchored names
Alliteration and Rhyme
Personification

21. "Volvere" is the infinitive form of the verb
"roll" in Latin
I Roll
Neologisms/New Words
Foreign Word
Coca leaves
Kola nuts
Xerography
Xeros (dry) and Graphos (writing)
Digestive enzyme Pepsin
Descriptive names

22. Color

23. Logo
A logo is an iconic symbol, graphic mark or emblem designed to represent a company, product or service. It also depicts an organization's personality.
Set in a special typeface, it is a graphic element, symbol, and icon of a trademark or brand, which are the shapes, colors, fonts and images usually different from others in a similar market.

24. Tell me and I will forget, show me and I will
remember, involve me and I'll understand. “
(Confucius)

25. LOGOS AND SYMBOLS-BENEFITS
Logos and symbols are often easily recognized.
Easily transferable well across cultures.
Logos can be relevant and appropriate in a range of product categories.
Unlike brand names, logos can also be changed over time.

26. Types of Logos
Text Logos
Symbol Logos
Text and Symbol Logos

29. Guidelines for selecting a logo design
Your logo should be compatible with your image
Your logo design should be simple
Your logo should be unique and recognizable
Typography is Crucial
Does your logo design work in Black & White?
Number of Colors
Have you thought about your tagline?

30. Character and Mascots: emotional connectivity
Characters represent a special type of brand symbol-one that takes on human or real life characteristics
Character branding personalizes the relationship between the individual consumer and the organization through the dynamic personality of a graphic character who represents the organization’s or product’s values and overall characteristics
Mascot is a person or animal or thing that is supposed to bring luck to its users.

31. Ajiv Rao, executive creative director, O&M says: real yet different, strange yet simple, warm and lovable. All the specific product stories and services get told in this world of Zoozoos, making the messages more charming.”
relationship
personality
Cricket Alerts
Beauty Alerts
Phone Backup
Live Games
Musical Greetings… so on
Product values

34. Benefits of mascots
The benefits are numerous to marketers that are serious about establishing personality for their brands. A strong mascot marketing effort will:
Create media exposure and excitement,
Generate goodwill for the brand,
Act as an ambassador for the brand by providing a voice for the company's social conscience,
Provide tie-in identification at point-of-sale (the mascot boldly featured on packaging, in-store merchandising)

35. Tagline
A tagline is  a short, powerful phrase that is associated with your company name. It represents the tone and feeling you want for your products or services. It is often part of your company graphics e.g. the logo and letterhead. It stays with you all the time. It'll only change when you want to totally redefine your company. In many cases the tagline becomes so well known that it is instantly recognizable.
Example of Disneyland’s tagline: The happiest place on Earth.

36. Slogan
The word slogan comes from the Scottish word meaning, “battle cry.”
Slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product.

37. Slogan
A slogan is slightly different. It’s also a few words that bring your company to mind, but are intended to be less long lasting. The word slogan comes from a Scottish word meaning "battle cry." Your slogan goes with the battle you are waging right now. That means slogans are often used only for one product, or one campaign. A slogan may change regularly according to your campaigns to advertise a specific aspect of a product or service, while a company tagline is used consistently for a company as a whole. Because slogans change often, they are usually current and modern. It gives an impression of being new and trendy. Some marketers refer to slogans as product taglines, as opposed to company taglines.
Example of Disneyland’s slogans from some of its campaigns
"Where dreams come true"  "I'm going to Disneyland”  "Where the magic began" "Happiest homecoming on Earth"

38. 5 Elements of a Great Slogan
1. It's to the Point
2. It's Memorable
3. It Shares Your Vision

39. 4. It Includes Your Name
5. It's Believable

40. Jingle
Jingles are musical messages around the brand. They are the extended musical slogans.
Jingles are memorable tune with lyric broadcast used in radio and television commercials, which are intended to convey an advertising slogan.

41. JINGLE-BENEFITS
Advertising jingles are just as important as having a graphic logo that identifies your business. Audio images provide lasting identity even more powerful than print. Your customers will be singing your song.
Jingles convey core product attributes through catch-phrase or choruses.

42. PACKAGING
Packaging is the activities of designing and producing containers or wrappers for a product.
Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells
Alibaba and 40 thieves

43. Levels of Packaging Secondary Packaging Primary Packaging
Shipping Carton

44. PACKAGING -OBJECTIVES
Identify the brand
Convey descriptive or persuasive information

45. Facilitate product transportation and protection
Assist at home storage
Aid product consumption

46. PACKAGING-INDICATORS OF TARGET MARKET

47. PACKAGING- BENEFITS
It helps build brand equity directly through points of difference created by functional or aesthetic elements of the packaging or
Indirectly through the reinforcement of brand awareness and image.

49. Types of Packaging Beverage packaging Packaging for Bulbs
Candies and sweet packaging
Packaging for Toys

50. Cosmetic and Toiletries Packaging
Medicine packaging
Packaging for Tobacco
coffee
Baking soda
Food packaging
Cosmetic and Toiletries Packaging

51. Point of sales display packaging
Miscellaneous packaging

52. Brand Elements
Choice Criteria
Name
Color
Logo
Mascot
Slogan
Jingle
Packaging 1.
Memorability 2.
Meaningfulness 3
Likability 4
Transferability 5.
Adaptability 6.
Protect ability

53. CONCLUSION
Different brand elements have different strengths and weaknesses .
It is important to “mix and match” by choosing different brand elements to maximize their collective contribution to brand equity.

54. CONCLUSION
Brand elements are “mixed” by choosing different brand elements to achieve different objectives.
Brand elements are “matched”
By designing some brand elements to be mutually reinforcing and sharing some meaning.

55. AT A GLANCE Brand name: Mr. Clean Logo : Packaging and color
Meaningful
(descriptive and
persuasive)

56. AT A GLANCE
Mascot
muscular
Tanned
Bald

57. AT A GLANCE Jingle Mr. Clean gets rid of dirt and grime
And grease in just a minute
Mr. Clean will clean your whole house
And everything that's in it
Verse #1:
Floors, doors, walls, halls
White sidewall tires and old golfballs
Sinks, stoves, bathtubs he'll do
He'll even help clean laundry, too.
Verse #2:
Can he clean a kitchen sink?
Quicker than a wink.
Can he clean a window sash?
Faster than a flash.
Can he clean a dirty mirror?
He'll make it bright and clearer.
Can he clean a diamond ring?
Mr. Clean cleans anything.