CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

Brand elements, sometimes called brand identities, are those trademarkable devices that serve to

identify and differentiate the brand. The main brand elements are brand names, URLs, logos,

symbols, characters, spokespeople, slogans, jingles, packages, and signage. Independent o f the

decisions made about the product and how it is marketed, brand elements can be chosen in a

manner to build as much brand equity as possible. That is, according to the customer-based

brand equity model, brand elements can be chosen to enhance brand awareness; facilitate the

formation of strong, favorable, and unique brand associations; or elicit positive brand judgments

and feelings. 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 name, associated logo, and other

characteristics. A brand element that provides a positive contribution to brand equity,

BRAND

BRAND NAMES URLs

CHARACTERS SYMBOLS

LOGOSSLOGANS ELMENTS

for example, would be one for which consumers assumed or inferred certain valued associations

or responses. CRITERIA FOR CHOOSING BRAND ELEMENTS In general, there are six

criteria in choosing brand elements (as well as more specific choice considerations in each case):

1. 2. 3. 4. 5. Memorability, Meaningfulness, Likability, Transferability, Adaptability.

The first three criteria ㅡ memorability, meaningfulness, and likeability ㅡ can be characterized

as “brand building” in nature and concern how brand equity can be built through the judicious

choice of a brand element. The latter three, however, are more “defensive” in nature and are

concerned with how the brand equity contained in a brand element can be leveraged and

preserved in the face of different opportunities and constraints.

NAME

The origin of the name "Nokia" is obscure. In modern Finnish, noki means soot and nokia is its inflected plural, although this form of the word is rarely if ever used

WHAT'S IN A NAME? NOKIA'S NEW LUMIA AND ASHA LINE EXPLAINED

What rhymes with Nokia? Why, Lumia, of course. And there, fellow gadget freaks, lies the

poetic branding key to Espoo's first, great Windows Phone. Alright, it's not THAT simple, but

the company's marketing team did make a concerted effort to find a moniker ending with a vowel

sound. Of course, before this catchy, albeit odd, name could be settled upon, a list of potential

winners had to be cross-checked with over 300,000 tech trademarks. After broaching that hurdle,

"only a handful" survived and were then parsed by linguistic experts to avoid any embarrassing

malapropisms and pronunciation difficulties across 84 dialects. Despite finding "lumi" to be an

out-of-date Spanish slang term, resulting surveys found most Spaniards associated the term with

"'light' and 'style'," and thus it was saved. We know how this genesis story ends, so we'll spare

you the obvious marketplace conclusion. And as for that new Asha range? Well, the thinking

there is quite simple. It's the word for hope in Hindi, and as the line is intended for emerging

markets, that just seemed apropos. Click through to the source for a more detailed walk through

this mobile origin story.

NOKIA TODAY DECIDED TO CHANGE THE NAME OF THEIR SERVICE BRANDING FROM OVI TO NOKIA

According to Nokia, none of the services offered by the company will be affected other than

having the name changed. The transition is likely to begin in July and will be finished by 2012. 

Ovi, which translates to door in Finnish, was launched in 2007 but was not promoted much by

Nokia before 2009. Before Ovi was born, Nokia was running Club Nokia, a mobile store for

ringtones, wallpapers and themes for Nokia handsets. But Club Nokia was soon closed down

because network operators were dissatisfied with Nokia "stealing" their customers. Instead Ovi

saw the light, offering photo sharing and digital maps. Later Ovi started offering Ovi Mail

and Ovi Store (app store) and Ovi Music.

The only difference consumers can expect to see is the replacement of the brand Ovi with Nokia.

The name change will affect the device software and web as well as printed material and online

media.

STRAPLINE

Nokia have used the tagline "connecting people" since the 1990s. The tagline can be seen both

literally and figuratively. Literally, Nokia is a telecommunications company, and as such it deals

in connectivity. However, Nokia is also sending out the message that it cares about human

relationships, that a phone call is all it takes to reach out to those that matter to us.

RED FM ENGAGED IN A MEDIA INNOVATION FOR NOKIA, FOR WHICH THE RADIO STATION CHANGED ITS TAGLINE TO CONNECTING PEOPLE

Red FM devised an innovative activity to commemorate cell phone manufacturer Nokia's 15th

year in India. The radio station created a record of sorts by having the maximum number of live

callers on a single day airing on Red FM's network of 47 stations across India.

A countdown promo for five days culminated in the activity which took place on July 30. The

promo encouraged listeners to share their Nokia moments on Red FM on the day.

On July 30, all the 47 radio stations of Red FM celebrated Nokia Day for 17 hours. Red FM

created a programming roadblock for Nokia, wherein all the links were dedicated to the mobile

phone giant.

"We share the same brand attributes as that of Nokia - which is unique innovations and

connecting with people. We were able to elicit spontaneous reactions from people because of the

powerful brand Nokia is," says B Surendar, senior vice-president and national sales head, Red

FM.

The radio station urged listeners to call and share their favourite Nokia moment with the radio

jockeys. Besides, radio jockeys from across cities called each other on-air to share their personal

Nokia moments, in sync with the phone company's tagline, 'Connecting People'. OB jockeys

went over to various cities to get people to share their Nokia moments, which were also aired.

Red FM's popular tagline, Bajaate Raho, was changed for the day to Nokia's tagline, Connecting

People. A radio blog was also created, through which listeners could post their wishes for Nokia.

Listeners who participated in the activity were awarded Nokia merchandise.

More than 3,000 calls were aired on the radio station on the day; the actual number of calls

received by the radio station was much higher. Currently, Nokia is running a campaign on Red

FM promoting traffic to Nokia's website, nokiamoments.com, which urges consumers to register

their moments.

LOGO

Nokia Corporation has been in the telecommunications business since the 1960s and has become

a global leader of the industry. The Nokia logo, like the company, is synonymous with mobile

technology, high-tech gadgets and new ways to communicate and explore.

So when it came to designing their logo, Nokia Co. made every effort to make its logo represent

the company’s mission. And thus, the infamous ‘Nokia Connecting People’ logo came into

being.

Features of the Nokia Logo:

Let’s look at the features of the Nokia logo that make the brand so attractive.

What’s in a Slogan?

The Nokia logo consists of a very burly slogan that gives the brand a truly

strong position in the telecommunication industry. The slogan cleverly

expresses the company’s mission, which is to connect people without barrier and distance. This

has made the Nokia logo stand out from the rest.

Picture Perfect!

There is a perfect image of two people almost joining hands with each other

on the Nokia logo. The image has given a proper support to the logo and has

brilliantly complimented the company’s mission and the slogan.

A Powerful Brand.

Undoubtedly, Nokia is a powerful player in the mobile telecommunication industry. Its mobile

phones and gadgets have been infiltrated globally in mobile markets and are the customers’

favorite. Apart from being celebrated for its mobile phones, Nokia Co. also offers it’s customer

other corporate functions which include multimedia devices and applications, enterprise

solutions and network services. This further makes the Nokia logo a common household icon.

NOKIA JINGLE

Among the many iconic jingles out there, Nokia's has to be up there among the most

recognizable. After a few reiterations since 1994, Nokia is now offering you a $10000 USD

reward to create a refreshed version of the Nokia Tune. The winning ringtone will be placed next

to the standard Nokia Tune within select phones of Nokia's 2012 portfolio, and will be

obtainable from the Ovi Store.