Choosing Brand Elements to Build Brand Equity:M3

Module Overview1. Criteria for choosing Brand Elements 2. Options & tactics for brand elements-

Brand name, Naming guidelines, Naming procedure Awareness, Brand Associations, Logos & Symbols & their benefits

3. Characters & Benefits, Slogans & Benefits, Packaging.

Criteria for Choosing Brand Elements

1. Memorability 2. Meaningfulness 3. Likability 4. Transferability 5. Adaptability 6. Protectability

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Marketer’s offensive strategy and build brand equity

Defensive role for leveraging and maintaining brand equity

Brand elements should inherently

be memorable and attention-getting,

and therefore facilitate recall or

recognition.

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Meaningfulness

• Brand elements may take on all kinds of meaning, with either descriptive or persuasive content.

• 2 particularly important criteria – General information about the nature of the product category– Specific information about particular attributes and benefits of

the brand

1=important determinant of brand awareness and salience; 2=of brand image and positioning.

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3.Likability

• Do customers find the brand element aesthetically appealing?

• Descriptive and persuasive elements reduce the burden on marketing communications to build awareness.

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• 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?

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• The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions.

Ex- 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:

1.Choose brand elements that can be legally protected internationally.

2.Formally register chosen brand elements with the appropriate legal bodies.

3.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.

1. Brand names2. URLs (Uniform Resource Locators) also

referred to as domain names means specific locations on the Web.

3. Logos and symbols4. Characters5. Slogans6. Packaging 4.12

Brand Elements

Slogans

Brand

Names URLs

Logos

SymbolsCharacters

Brand Names

• Memorability, • Meaningfulness, • Likability, • Transferability,• Adaptability,

And And • Protectability

1. Brand Awareness – Simplicity and ease of pronunciation and spelling – Familiarity and meaningfulness – Differentiated, distinctive, and uniqueness to improve

recognition.

2. 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.

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Desirable Qualities for a brand name

1. Suggest something about product benefits e.g. Kleenex (tissue paper)

2. Easy to pronounce, recognize or remember e.g. Dove (soap), Yale (security products), Shell

3. The brand name should be distinctive e.g. Virgin, Kodak4. It should translate easily (and meaningfully) into foreign

languages 5. 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

6. Evoke positive associations e.g. Pepsi Max, Lexus 7. Use of numerals or alpha numeric's when emphasizing

technology e.g. Audi A 4, Airbus 380 etc.

Brand Brand Naming ProceduresNaming Procedures1. Define objectives : Based on 6 criteria especially ideal

meaning the brand should convey.2. Generate names : Sources could include managers,

employees, customers, agencies etc. 3. Screen initial candidates against objectives and criteria

articulated earlier. 4. Study candidate names : Legal research etc. 5. Research the final candidates : To confirm Memorability

and meaningfulness of the remaining names. 6. Select the final name : maximizes firm’s branding and

marketing objectives and register it.

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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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What is logo? Logo is graphical design or symbol used in case to identify organization is called a logo. 

Logos are either purely graphical or are composed of the name of the organization

represent clearly who the company is and how it would like to be perceived.

The biggest benefit -easily identifiable.

help customers in remembering the company name.-

Symbol• Symbol is a mark & sign or

some special character used as a standard representation of something to us in other words.

• main purpose of a symbol is to communicate meaning.

Logos Vs Symbols

• logo will contain the symbol of a denoting the corporation name perfectly. a symbol is a graphical representation that does not use letters.

• A one limitation of symbol is that without the any text, the brand symbol can be misinterpreted in different manners, while brand logo is building a strong connection in the minds of customers with the company name.

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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 color 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

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Classic Slogans

• “Melts in your mouth, not in your hands” (M&M’s)

• “Sometimes you feel like a nut, sometimes you don’t” (Almond Joy/Mounds)

• “Where’s the beef?” (Wendy’s)• “A mind is a terrible thing to waste” (United

Negro College Fund)• “Can you hear me now?” (Verizon)

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s

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

• most valuable in enhancing brand awareness.

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PackagingPackaging is the activities of designing and producing containers and wrappers for a product • 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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1. Packaging Can Influence Purchase at the Point of Purchase

• 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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2.Packaging Can Influence Taste

• Our sense of taste and touch is very suggestible, and what we see on a package can lead us to taste what we think we are going to taste.

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3.Packaging Can Influence Value

• Long after we have bought a product, a package can still lead us to believe we bought it because it was a good value.

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4.Packaging Can Influence Consumption

• Studies of 48 different types of foods and personal care products have shown that people pour and consume between 18% and 32% more of a product as the size of the container doubles.

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5.Packaging Can Influence How a Person Uses a Product

• One strategy to increase use of mature products has been to encourage people to use the brand in new situations, like soup for breakfast, or new uses, like baking soda as a refrigerator deodorizer.

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Guidelines for Creating High –Impact Packaging

• Know your consumer• Take the big-picture approach• Understand that package aesthetics and

functional are both critical• Know your distribution channels• Educate management

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.

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Key Points 1. A brand’s identity is created through the choice of a name,

URL, logo, symbol, slogan, package, jingle, and character.2. Brand elements should be memorable, meaningful,

transferable, adaptable and protectable.3. The brand-building potential of brand elements can be gauged

by asking consumers what they would think about the product if they knew only its name, logo, and other identity characteristics.

4. All the brand elements for a particular brand create the brand identity, which conveys the contribution of these elements to image and awareness.

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