1. Choosing Brand Elements to Build Brand Equity
Chapter 4

2. Brand Elements
Brand Elements, sometimes called brand identities are those trademark devices that serve to identify and differentiate the brand. Their main function is to inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations or elicit positive brand judgment or feelings.

3. Brand Elements
The test of the brand- building ability of brand elements is what consumers would think or feel about the product IF they only knew about its brand element.
Name URLs Logo
Symbols characters
Slogans jingles 20

4. Visuals Of Brand elements

5. Memorability Meaningfulness Likability Transferability Adaptability
Easily Recognized
Easily Recalled
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability

6. Meaningful Descriptive Specific Memorability Meaningfulness
Likeability
Transferability
Adaptability
Protectability

7. Likeability Fun and Interesting Aesthetically pleasing Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability
Fun and Interesting
Rich Visual and Verbal imagery
Aesthetically pleasing

8. Transferability Memorability Meaningfulness Likeability
Adaptability
Protectability
Within and across product categories
Across geographical Boundaries and cultures

9. Adaptability Flexible Updateable Memorability Meaningfulness
Likability
Transferability
Adaptability
Protectability
Flexible
Updateable

10. Criteria for choosing Brand Elements
Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability
Legally
Competitively

11. Brand Names
Brand awareness are improved the extent brand names are chosen that are-
Simple and easy to pronounce or spell
Familiar and meaningful
Different, distinctive, and unusual

12. Naming the Brand Descriptive Suggestive
Function described literally in the brand name
Singapore Airlines
Overnite Express
Amul dairy whitener
Sugar free
Suggestive
Suggestive of a benefit
Head and Shoulders Shampoo
Close-up toothpaste
HMV

13. Naming the Brand Compound Classical
GrameenPhone
PriceWaterhouseCoopers
Classical
Jatra
Balaji Telefilms
Arbitrary (real words without direct connection)
Apple
Orange
Mango
Fanciful
Pepsi
Cefiro

14. Naming
A name like Goldfish for a financial services product is a brave choice

15. Naming Procedures
Define the branding objectives in terms of the six general criteria
2. Generate as many names and concepts as possible
3. Screen the names on the basis of branding objectives. Eliminate names-
-that have unintentional double meaning
-are unpronounceable, already in uses, or too close to an existing name etc

16. Contd: Naming Procedure
4.Collect extensive information on each of the final 5 to 10 names
5. Consumer research is conducted to test the memorability and meaningfulness of the name
6. Choose a name and the register it.

17. Brand Names Brand Awareness
Short name facilitates recall (MUM, Rucchi)
Long names can be shortened to ease recallability (Chevrolet -Chevy, Standard Chartered- Stanchart, Coca Cola -Coke)
When a name is difficult to pronounce, initial marketing effort should be devoted to educate customers to the proper way to pronounce the name.(Whirlpool, Hyundai)

18. URLs Keep it as simple as possible Avoid Clichés Reinvent a real word
Make new words

19. Logos and symbols Types of logos-
Corporate names or trademarks written in a distinctive form, e.g. Coca-Cola, Kit-Kat
Abstract logos that are unrelated to the word mark, corporate name, e.g. Mercedes. These are called symbols.

21. Logos and symbols Benefits: Logos and symbols are easily recognized
They are versatile. Nonverbal logos can be updated with time and generally transfer well across culture.
When the name is long and cumbersome, logos could more easily appear as an identification device.

22. Characters (Fido Dido of 7- up, Loui of Mortein)
Characters represent a special type of brand symbol-one that takes on human or real life characteristics.
Because they are often colorful and rich in imagery, they tend to be attention getting.
Brand characters can be so attention getting and well liked that they dominate over other brand elements.

24. Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand.
It can functions as useful handle to help consumer grasp the meaning of a brand in terms of
What the brand is?
What makes it special?

25. Slogans They help to build brand awareness (e.g. Lux)
Benefits
They help to build brand awareness (e.g. Lux)
Make strong links between the brand and product category(“If You’re Not Wearing Dockers, You’re Just Wearing Pants”)
They can help to reinforce the brand positioning and desired POD (Pepsi- the choice of a new generation)

26. Packaging Objectives of packaging: Identify the brand
Packaging involves the activities of designing and producing containers or wrappers for a product.
Objectives of packaging:
Identify the brand
Convey information
Facilitate product transportation and protection
Assist at home storage
Aid product consumption

27. Packaging Benefits: Assist in product recognition
Packaging can create strong POD that permits a higher margin (e.g. perfume).
Packaging changes can have immediate impact on sales

28. The Body Shop
In breaking with the conventions of packaging, the Body Shop went beyond graphics. The existing category players believed that since body products essentially represented a product category where the packaging was actually what you paid for.
Anita sold her products in cheap plastic bottles-she was aiming for a different kind of emotional value.
Making the bottle unimportant threw attention on what is inside the bottle and what is outside.

30. Tango
The packaging for soft drink Tango is BLACK. Black is a colour that’s rejected for food since its associated with rotting and disease.
The colour black gave the product the required drama
It stood out in the shelves
Highlighted the fruit graphic
Aroused a strong reaction

32. Ty Nant
Mineral Water is always in clear bottle, to worship the purity of the fluid.
Ty Nant made the water invisible because the glass itself was a rich cobalt blue
This aroused immense curiosity and a relationship with the bottle started to form for trial and experimentation.
The outside became more important than the inside and the brand became the chosen brand served in fashion stores and salons.

34. Orange
The Body Shop and Ty Nant changed the conventional relationship between packaging and product to signal a new kind of brand.
Orange went one step further: it never showed the product
Late into the cellular category, it named itself after a colour, not a corporation.
It created a concept of “A wireless future, in which you call people, not places”