Brand Elements

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