Choosing Brand Elements to Build Brand Equity

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Choosing Brand Elements to Build Brand Equity

• Chapter 4

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Brand Elements
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.
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Brand Elements

• 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

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Visuals Of Brand elements
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Easily Recognized Easily Recalled

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability

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Meaningful
Descriptive Specific

• Memorability
• Meaningfulness
• Likeability
• Transferability
• Adaptability
• Protectability

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Likeability
Fun and Interesting Rich Visual and Verbal
imagery Aesthetically pleasing

• Memorability
• Meaningfulness
• Likeability
• Transferability
• Adaptability
• Protectability

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Transferability

• Memorability
• Meaningfulness
• Likeability
• Transferability
• Adaptability
• Protectability

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

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Adaptability

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability

• Flexible
• Updateable

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Criteria for choosing Brand Elements

• Legally
• Competitively

• Memorability
• Meaningfulness
• Likeability
• Transferability
• Adaptability
• Protectability

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Brand Names

• 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

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Naming the Brand

• 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

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Naming the Brand

• Compound
• GrameenPhone
• PriceWaterhouseCoopers
• Classical
• Jatra
• Balaji Telefilms

• Arbitrary (real words without direct connection)
• Apple
• Orange
• Mango
• Fanciful
• Pepsi
• Cefiro

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Naming

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

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Naming Procedures

• 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

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Contd Naming Procedure
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.
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Brand Names

• 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)

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URLs

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

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Logos and symbols

• 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.

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Logos and symbols

• 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.

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Characters (Fido Dido of 7- up, Loui of
Mortein)

• 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.

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Slogans
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?
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Slogans

• Benefits
• They help to build brand awareness (e.g. Lux)
• Make strong links between the brand and product
  category(If Youre Not Wearing Dockers, Youre
  Just Wearing Pants)
• They can help to reinforce the brand positioning
  and desired POD (Pepsi- the choice of a new
  generation)

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Packaging

• 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

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Packaging

• 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

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The Body Shop

• 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.

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Tango

• The packaging for soft drink Tango is BLACK.
  Black is a colour thats 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

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Ty Nant

• 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.

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Orange

• 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

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