8/3/2019 Brand Elements (2)

1/25

Click to edit Master subtitle style

5/6/12

Brand Elements

8/3/2019 Brand Elements (2)

2/25

5/6/12

So what are they?

The identities / trademarked elements

that help customers in identifying theBRAND

Can you think of some examples?

8/3/2019 Brand Elements (2)

3/25

5/6/12

Symbols

Logos

The URL of the company Jingles used in its advertising

Slogans

Spokespersons

8/3/2019 Brand Elements (2)

4/25

5/6/12

What purpose do brandElements serve?

Creating Brand awareness

Communicating brand feelings Facilitating brand association

In simple terms, BRAND BUILDING

8/3/2019 Brand Elements (2)

5/25

5/6/12

How to choose BRANDELEMENTS?

Criteria 1 - MEMORABILITY

- Are you able to RECOGNIZE thebrand easily?

- How easy is the brand to rememberand recall?

8/3/2019 Brand Elements (2)

6/25

5/6/12

Criteria 2 -MEANINGFULNESS

Is the brand able to give you enoughreasons to PICK IT UP?

Would you be interested in acampaign that is persuasive or non-

persuasive?

How DESCRIPTIVE is the brand?

8/3/2019 Brand Elements (2)

7/25

5/6/12

Criteria 3 - Likeable

Is the Brand AESTHETICALLY great?

What kind of a brand do you like? -Fun and interesting to relate with orsomething MUNDANE?

Are there rich visuals?

8/3/2019 Brand Elements (2)

8/25

5/6/12

Criteria 4 - TRANSFERABLE

It must be transferable within itscategory

( Does it provide for line / brandextensions?)

- Across Categories

- Across Geographic barriers

-

8/3/2019 Brand Elements (2)

9/25

5/6/12

When you transferRemember

The meaning must not be irrelevant

It should not have any derogatoryconnotation

It must be LESS SPECIFIC and MOREGENERIC

8/3/2019 Brand Elements (2)

10/25

5/6/12

Criteria 5 - ADAPTABILITY

Customers are bound to SHIFT

OPINIONS

Tastes are CONTINUOUSLY CHANGING

Brands have to be UPDATED

8/3/2019 Brand Elements (2)

11/25

5/6/12

Criteria 6 - PROTECTABILITY

Does the brand comply with LEGALformalities?

Is it registered with the appropriateLEGAL ENTITIES?

Are your trademarks protected?

8/3/2019 Brand Elements (2)

12/25

5/6/12

Brand Mishaps!

Chevy NOVA In spanish, it meansChevy does not Go

PEPSI Brings you back to life However, in Chinese, it has a

different meaning

Clairol HAIR Company Mist Stick

manure

8/3/2019 Brand Elements (2)

13/25

5/6/12

Tactics for choosing BRANDELEMENTS

First, place importance to the NAME

Ensure that the Name is suggestiveof the brand and can cut across

categories

8/3/2019 Brand Elements (2)

14/25

5/6/12

Descriptive Does the name meansomething that discusses about theproduct / brand category?

Singapore Airlines

Pulsar bikes XEROX

8/3/2019 Brand Elements (2)

15/25

5/6/12

Are these Good BrandNames?

If you were to suddenly spot somenames like these, what would itsymbolize?

- Toyota

- Color Plus - Budweiser

- Nerolac

8/3/2019 Brand Elements (2)

16/25

5/6/12

Is your brand nameSuggestive?

Does the name embody what itstands for?

- What does the name MARCH bringto mind?

- Does NABISCO quickly bring tomind what it stands for?

8/3/2019 Brand Elements (2)

17/25

5/6/12

The Long and short of It!

Linc pens

Tata car

Big FM Fruzen Gladje icecream

Coca Cola

Chevrolet

Harley Davidson

8/3/2019 Brand Elements (2)

18/25

5/6/12

Ease of pronunciation

Wyborowa vodka pronounced Vee-ba-rova

Fruzen Gladje Ice-cream

8/3/2019 Brand Elements (2)

19/25

5/6/12

The case of Honda Precis

The company wanted to show thatthe car is Precise and Accurate

However, Pree Sus, Pray see, Pray

Sus are other words of pronouncingit

8/3/2019 Brand Elements (2)

20/25

5/6/12

How do brands EnhanceBrand Recall?

- Alliterations Coca Cola

- Assonance Repeating vowelsounds

Onomatopoeia Sizzler, Ping Golf,Cracker cookies, Appy Fizz

8/3/2019 Brand Elements (2)

21/25

5/6/12

Naming procedure

Define the branding objective

Try and have as many names as youcan Brainstorm

SCREENING of the name

8/3/2019 Brand Elements (2)

22/25

5/6/12

What to do while screening?

Remove any double meaning

Is the name already in use?

What if the name has a legal

complications?

Is it in line with your objectives?

8/3/2019 Brand Elements (2)

23/25

5/6/12

Get descriptive information about thenames that have been selected

Consumer research and consumertesting

Choose the name that matches theorganizations objective

8/3/2019 Brand Elements (2)

24/25

5/6/12

Naming Procedure Steps

1. Project Brief to be discussed

2. Naming Strategy Report

3. Working Committee formation4. Keyword(s)

5. Name generation Brainstorm

6. Preliminary Name selection

7. Shortlisting of Names

8/3/2019 Brand Elements (2)

25/25

5/6/12

Contd

8. Legal Search

9. Consumer Testing

10. Final Name