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What are brand elements?
Are trademark-able devices that serve to identify and differentiate a brand like brand names, URL’s, logos, symbols, characters etc…
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Criteria for Choosing Brand Elements
Memorability Meaningfulness Likability Transferability Adaptability Protectability Marketer’s offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity
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Memorability Brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. Apple
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Meaningfulness Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product category Specific information about particular attributes and benefits of the brand Aashirvad aata
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Likability Do customers find the brand element aesthetically appealing? Descriptive and persuasive elements reduce the burden on marketing communications to build awareness. Amul girl and Nimbooz
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Transferability How useful is the brand element for line or category extensions? To what extent does the brand element add to brand equity across geographic boundaries and market segments? Amazon versus RIN
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Adaptability The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. For example, logos and characters can be given a new look or a new design to make them appear more modern and relevant.
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Protectability Marketers should:
Choose brand elements that can be legally protected internationally. Formally register chosen brand elements with the appropriate legal bodies. Vigorously defend trademarks from unauthorized competitive infringement.
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Tactics for Brand Elements
A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations. Brand names URLs (Uniform Resource Locators) also referred to as domain names means specific locations on the Web. Logos and symbols Characters Slogans Packaging 20
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Brand Names Like any brand element, brand names must be chosen with the six general criteria of memorability, meaningfulness, likability, transferability, adaptability, and protectability in mind. The Brand name is a fundamentally important choice because it often captures the central theme or key associations of a product in a very compact and economical fashion. Brand names can be extremely effective shorthand means of communication.
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Brand Naming Taxonomy Descriptive: Indian Airlines
Suggestive: Fair and Lovely Compound: Red Bull Classical: Maruti Arbitrary: Apple, Onida Fanciful: Xerox, Nirma Select a name for a new product is certainly an art and a science. Brand elements that are highly descriptive of the product category or its attribute and benefits can be quite restrictive. Brand names that reinforce the initial positioning of a brand may take it harder to link new associations to the brand if it later has to be repositioned.
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Brand Naming Guidelines
Selecting a brand name is crucial part of the brand the marketing planning process: Desirable Qualities for a brand name Suggest something about product benefits e.g. Kleenex (tissue paper) Easy to pronounce, recognize or remember e.g. Dove (soap), Yale (security products), Shell The brand name should be distinctive e.g. Virgin, Kodak It should translate easily (and meaningfully) into foreign languages It should be capable of registration and legal protection e.g. Miller Brewery Company not allowed to use “Lite” exclusively for its low-calorie beer Evoke positive associations e.g. Pepsi Max, Lexus Use of numerals or alphanumerics when emphasizing technology e.g. Audi A 4, Airbus 380 etc.
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URLs URLs (uniform resource locators) specify locations of pages on the web and are also commonly referred to as domain names. A company can either sue the current owner of the URL for copyright infringement, buy the name from the current owner, or register all conceivable variations of its brand as domain names ahead of time.
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Logos and Symbols Play a critical role in building brand equity and especially brand awareness Logos range from corporate names or trademarks (word marks with text only) written in a distinctive form, to entirely abstract designs that may be completely unrelated to the word mark, corporate name, or corporate activities Word marks with no accompanying logo separate from the name include Coca Cola , Kit Kat. Examples of abstract logos include the Rolex crown, Nike swoosh and Olympic rings. The non word logos are also known as symbols. Some logos are literal representation of the brand name, enhancing meaning or awareness e.g. Apple logo, Beacon Books logo. Logos and symbols are often easily recognized and can be a valuable way to identify product, although consumers may recognize them but unable to link them to any specific product or brand. Versatile i.e. transfer across cultures and product categories. Can be adapted to achieve a contemporary feel. E.g Shell logo
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Characters A special type of brand symbol—one that takes on human or real-life characteristics Benefits Attention getting and quite useful for creating awareness because they are colour and rich in imagery Break through clutter and communicate product benefits Valuable licensing properties e.g. Disney’s micky mouse
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Slogans Slogans are short phrases that communicate descriptive or persuasive information about the brand. E.g. “Just do it” “ The Best a Man can get” “ A Diamond is forever” Slogans are powerful branding devices because, like brand names, they are an extremely efficient, shorthand means to build brand equity They appear in advertising but can play a important role on packaging and other aspects of the marketing programme.
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Jingles Jingles are musical messages written around the brand. Typically composed by professional songwriters, they often have enough catchy hooks and choruses to become almost permanently registered in the minds of listeners—sometimes whether they want them to or not! Jingles are perhaps most valuable in enhancing brand awareness.
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http://www. youtube. com/watch. v=i-sx_NduQZs http://www. youtube
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Packaging Packaging is the activities of designing and
producing containers and wrappers for aproduct From the perspective of both the firm and consumers, packaging must achieve a number of objectives: Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at-home storage Aid product consumption
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Packaging Can Influence Purchase at the Point of Purchase
Packaging can create strong appeal on the store shelf and stand out from the clutter, critical when you realize that the average supermarket shopper can be exposed to 20,000 or more products in a shopping visit that may last less than 30 minutes Packaging is sometimes called the “ the last 5 seconds of marketing” as well as “permanent media”
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THANK YOU
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