Chapter 4

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.

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

Memorability Meaningfulness Likability Transferability Adaptability Protectability

Easily RecognizedEasily Recalled

Memorability Meaningfulness Likeability Transferability Adaptability Protectability

DescriptiveSpecific

Memorability Meaningfulness Likeability Transferability Adaptability Protectability

Fun and InterestingRich Visual and Verbal imagery

Aesthetically pleasing

Memorability Meaningfulness Likeability Transferability Adaptability Protectability

•Within and across product categories•Across geographical Boundaries and cultures

Memorability Meaningfulness Likability Transferability Adaptability Protectability

•Flexible•Updateable

Memorability Meaningfulness Likeability Transferability Adaptability Protectability

•Legally•Competitively

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

Suggestive Suggestive of a benefit

◦ Head and Shoulders Shampoo

◦ Close-up toothpaste◦ HMV

Descriptive Function described

literally in the brand name ◦ Singapore Airlines◦ Overnite Express◦ Amul dairy whitener ◦ Sugar free

Compound ◦ GrameenPhone◦ PriceWaterhouseCooper

s

Classical◦ Jatra◦ Balaji Telefilms

Arbitrary (real words without direct connection)◦ Apple◦ Orange◦ Mango

Fanciful ◦ Pepsi◦ Cefiro

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

1. 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

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.

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)

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

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.

Recognized Trademarks and Symbols help in Promotion

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.

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.

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?

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)

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

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

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.

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

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.

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”