Choosing Brand Elements to build Brand Equity
Criteria Memorabiltiy Meaningfulness Likability Transferability Adaptability Protectability
Memorabiltiy
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Criteria Memorable Easily recognized Easily recalled Meaningful Descriptive Persuasive
Memorable
Easily recognized
Easily recalled
Meaningful
Descriptive
Persuasive
Criteria Likable Fun & Interesting Rich visual & verbal imagery Aesthetically pleasing
Likable
Fun & Interesting
Rich visual & verbal imagery
Aesthetically pleasing
Criteria Transferable Within & across product boundaries Across geographic boundaries & cultures
Transferable
Within & across product boundaries
Across geographic boundaries & cultures
Criteria Adaptable Flexible Updateable
Adaptable
Flexible
Updateable
Criteria Protectable Legally – registered trade mark Competitively
Protectable
Legally – registered trade mark
Competitively
Brand Elements Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage
Brand Names & URLs
Logos & Symbols
Characters
Slogans & Jingles
Packaging & Signage
Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid)
Phonics
alliteration (Coca-Cola)
Orthographic
spelling (Kool); abbreviation (7 Up, IBM)
Morphologic
compound (Janitor-in-a-drum)
Semantic
Metaphor (Arrid)
Brand Names & URLs Useful for Brand Awareness & Brand Associations – Compaq, Yahoo, Tide, Dove Descriptive – Singapore Airlines, Hit, Gati, Ivory Suggestive – suggests a benefit or function – Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal Classical – based on Greek, Latin or Sanskrit words Arbitrary – no relationship with the company/Product – Apple Computers, Camel
Useful for Brand Awareness & Brand Associations – Compaq, Yahoo, Tide, Dove
Descriptive – Singapore Airlines, Hit, Gati, Ivory
Suggestive – suggests a benefit or function – Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal
Classical – based on Greek, Latin or Sanskrit words
Arbitrary – no relationship with the company/Product – Apple Computers, Camel
Brand Names Compound RedHat PriceWaterhouse Coopers Classical Vedanta Balaji Telefilms Fanciful (imaginative words) Vodafone Wochardt Arbitary (real words without direct connection) Apple Orange Mango
Compound
RedHat
PriceWaterhouse
Coopers
Classical
Vedanta
Balaji Telefilms
Fanciful (imaginative words)
Vodafone
Wochardt
Arbitary (real words without direct connection)
Apple
Orange
Mango
URLs Keep it as simple as possible Avoid Clichés Avoid the .com Brand v/s description – helps only short term Unique personality Unexpected combination (motley fool) Reinvent a real word Make new words
Keep it as simple as possible
Avoid Clichés
Avoid the .com
Brand v/s description – helps only short term
Unique personality
Unexpected combination (motley fool)
Reinvent a real word
Make new words
Logos & Symbols Corporate names & Trademarks – Coca-Cola, Nestle, Tata, Maruti, Johnson & Johnson Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings Many logos fall between these 2 extremes – Ralph Lauren’s polo player, Playboy’s Bunny, McDonald’s Golden Arch, Apple Logo
Corporate names & Trademarks – Coca-Cola, Nestle, Tata, Maruti, Johnson & Johnson
Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings
Many logos fall between these 2 extremes – Ralph Lauren’s polo player, Playboy’s Bunny, McDonald’s Golden Arch, Apple Logo
Benefits Visual nature of logos & symbols – easy recognition & recall Versatile- can be updated transferred across cultures Can be appropriate for a range of product categories-Surf, Dettol, Lux
Visual nature of logos & symbols – easy recognition & recall
Versatile- can be updated transferred across cultures
Can be appropriate for a range of product categories-Surf, Dettol, Lux
Characters A symbol that takes on human or real life characteristics McDonald’s Ronald Disney Characters – Asian Paints – Gattu Pillsbury Doughboy Kellogg's Bear Frosted Flakes -Tony the Tiger Duracell Bunnies Hush Puppies
A symbol that takes on human or real life characteristics
McDonald’s Ronald
Disney Characters –
Asian Paints – Gattu
Pillsbury Doughboy
Kellogg's Bear
Frosted Flakes -Tony the Tiger
Duracell Bunnies
Hush Puppies
Benefits Enhance brand personality & build relationship with customers – Disney for kids Valuable Licensing properties – Barbie dolls, Spiderman, Superman etc., All Disney Characters Can be updated to suit the changing times
Enhance brand personality & build relationship with customers – Disney for kids
Valuable Licensing properties – Barbie dolls, Spiderman, Superman etc., All Disney Characters
Can be updated to suit the changing times
Slogans Short phrases that contain descriptive or persuasive information Adds verbal reinforcement Design of slogans TO build awareness and image Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi) Updation of slogans Find out contribution of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that
Short phrases that contain descriptive or persuasive information
Adds verbal reinforcement
Design of slogans
TO build awareness and image
Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)
Updation of slogans
Find out contribution of existing slogan
Find out what more you wish to enhance
Retain good qualities of earlier slogan and build up on that
Slogans Just Do it When it absolutely positively has to be there overnite No more tears Diamonds are forever We try harder On time every time
Just Do it
When it absolutely positively has to be there overnite
No more tears
Diamonds are forever
We try harder
On time every time
Benefits Often rich and colorful – attention getting and help in creating brand awareness Help Brands in breaking through the “clutter” in the market Communicate a key product benefit – reliability, speed – Sprint telecom
Often rich and colorful – attention getting and help in creating brand awareness
Help Brands in breaking through the “clutter” in the market
Communicate a key product benefit – reliability, speed – Sprint telecom
Jingles Musical – easy recall - Airtel Reinforce brand positioning and enhance POD’s or POP’s Useful when designing Ad campaigns “ Desert rose” – jaguar The axe song Helps in repetitive reminding
Musical – easy recall - Airtel
Reinforce brand positioning and enhance POD’s or POP’s
Useful when designing Ad campaigns
“ Desert rose” – jaguar
The axe song
Helps in repetitive reminding
Packaging Identify the brand – strong brand association with packaging style of company Convey descriptive & persuasive information Facilitate product transportation & protection & storage Assist at-home storage (bottles and refill)
Identify the brand – strong brand association with packaging style of company
Convey descriptive & persuasive information
Facilitate product transportation & protection & storage
Assist at-home storage (bottles and refill)
Packaging Aid Product consumption (screw-on cap in soft drink) “ Color vocabulary” (product and category) Innovations can boost sales – Soft drink cans, 2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets – enhance product usage & consumption
Aid Product consumption (screw-on cap in soft drink)
“ Color vocabulary” (product and category)
Innovations can boost sales – Soft drink cans, 2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets – enhance product usage & consumption
Packaging Heineken beer – green bottle Cadbury- purple Kit-Kat – red Kodak films – yellow Pepsi - blue
Heineken beer – green bottle
Cadbury- purple
Kit-Kat – red
Kodak films – yellow
Pepsi - blue
Packaging Essentials Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management
Know your consumer
Take the big-picture approach
Aesthetics + Function
Know your distribution channels
Educate Management
http://ecommerce-for-business.com/shackles-boats-theboatonlinestore/ We offer a ...
http://vendere-su-internet.com/shackles-for-boats-from-theboatonlinestore/ Moori...
Pretty similar to gold bars are these silver slabs. Silver is considered as the mo...
If you are an investor of gold bars and coins, one of the major things that you ou...
CyberSecurity's social media stats for one week as of Oct 21st 2014
CyberSecurity's social media stats for one week as of Oct 28th 2014
Element is an active, open-minded, lifestyle brand with skateboarding at its roots. Element offers mens and women's apparel, skateboards, footwear and ...
Read more
Brand management; Strategy; Soul or essence or core; Mission and vision; Image; Values; Concept; Model or -code or formula; Platform; Adaptation; Culture ...
Read more
Learn what is a brand and how to create brand elements that consistently represent your brand and become valuable business assets. From the What Is a Brand ...
Read more
Element and Griffin came together to collaborate on the Black Sky Project, an exclusive capsule collection centered on technical jackets and premium ...
Read more
Cultivating Brand Equity. Step 1: Selecting Brand elements Symbols Criteria Step 2: Creating Associations Integrated marketing communications Effective ...
Read more
Elements hat 220 Badausstellungen innerhalb von Deutschland, um Sie zu empfangen. Besuchen Sie unsere Badausstellungen, um Badideen zu finden
Read more
Designbüro Karlsruhe für Markenentwicklung, Corporate Design und brand elements
Read more
How our logo defines us. A logo is the most visible representation of the company’s brand. It quickly establishes a clear identity and supports the brand ...
Read more
8 Brand Elements To Consider For Your Small Business; 8 Brand Elements To Consider For Your Small Business Posted By Sarah Matista in Digital, ...
Read more
Die ELEMENTS Ausstellungen bieten Ihnen einen einmaligen Komplettservice für Ihr neues Bad und Erlebniswelten rund um die Haustechnik
Read more
Add a comment