assignment 7 - brand management

42
Page0 Brand Management Assignment - 7 This assignment aims at determining the Brand Personality of few popular brands while looking at the personality traits as described by Jennifer Aaker and other characteristics of a brand like the color, logo, name and typeface. Zafar A. Khan 4/26/2010

Upload: xee123

Post on 27-Apr-2015

1.306 views

Category:

Documents


4 download

TRANSCRIPT

Page 1: Assignment 7 - Brand Management

Page

0 Brand ManagementAssignment - 7

This assignment aims at determining the Brand Personality of few popular brands while looking at the personality traits as described by Jennifer Aaker and other characteristics of a brand like the color, logo, name and typeface.

Zafar A. Khan4/26/2010

Page 2: Assignment 7 - Brand Management

Page

0

CONTENTS

Brand Name 3

Components of a Brand name 4

Types of Brand names 5

Brand Logo 13

Components of an Effective Logo 14

Logo Formats 15

Analyzing Logos 17

Meanings of different Shapes and Symbols 18

Psychology of shapes and symbols 21

Brand Color 22

Importance of Colors in Branding

Colors and Health

Colors and Emotions

Colors and Gender

Color Usage – Significance

Brand Typeface 3

Classification of Typefaces

Elements of a Brand Typeface Analysis

Page 3: Assignment 7 - Brand Management

Page

0

BRAND NAME

Brand Name is one of the most essential and important aspects of a brand. While choosing the name of

a brand, a lot of things have to be taken into consideration because of the immense importance

attached to the name of the brand. The importance of the Brand Name can be judged from the fact that

it differentiates and distinguishes the brand in question from its competing brands. For instance, the

name ‘Gold Leaf’ differentiates the brand from its counterparts like Dunhill etc.

Components of a Brand Name

Some of the things that should be kept in mind while choosing brand names are as follows:

It should be easy to memorize and pronounce because if this is done, the recall and recognition

(Awareness) can be increased many folds or in other words simple names are easy to memorize

and remember.

It should be easy to say and spell because this factor, if present, will add to the awareness of the

brand at a macro level and chances are there that the placement of the brand in the evoke set

would be made easier.

It should allude to the product that bears the brand name. The Brand Name should carry a

casual or indirect reference to the product being offered.

The name itself should evoke positive mental image and emotional reaction that eventually will

bestow a positive image to the brand itself.

It should avoid any negative or offensive references to anything, be it a name, place etc. and has

a negative attached to it.

It is advisable if it provides directly or gives a hint towards the product function or benefits.

It should sound appropriate and above all since it provides a distinguishing point from its

competitors, it should be unique.

It should provide the ease of translation into other languages. Since today more and more

brands are moving into the global arena, establishing presence in multiple nations, translation is

a crucial factor, which is required to localize the brand for the local targets.

Page 4: Assignment 7 - Brand Management

Page

0

Types of Brand Names

After discussing the key success factors for choosing brand names, another important consideration is

that what are the types of brand names being used by different brands. The types of brand names for

a business usually fall into one of the following categories (Popular types of Brand Names, 2010):

The owner’s name or Names: These types of brands have their

owners name serving as the name of the business, such as H.

Karim Buksh, Tapal etc., which are named after its founder

owner. This type of brand name is especially suitable for small

businesses and sole proprietorships and this turns out to be an

easy and an effective approach.

Abbreviation Names: This type of brand name basically

abbreviates the longer business name into an abbreviation like

IBM (International Business Machine). This type requires

investment of time and money in order to create brand

recognition. If the prerequisites of this type of name are not

met the brand will end up with a string of initials that mean

little to consumers, or the brand will end up with a generic

name.

Geographically anchored Names: These are dime-a-dozen names that work to capitalize on a

known local landmark or geographic indicator For example Lahore Chatkhara, Karachi Barbeque

etc. Most names of this kind blur into a group of like-named entities.

Descriptive Names: These are names that describe a business’s offering or brand promise for

example Adidas, Surf Excel etc. These utilize the obvious and logical to penetrate the market

place quickly and establish a position of leadership and dominance (Identifying Concepts, 2009).

Borrowed interest Names: These are names that use existing words that don’t directly reflect

the brand’s offerings or promise but that can be linked to a brand’s essence and promise

through marketing efforts rather than through direct translation.

Page 5: Assignment 7 - Brand Management

Page

0

Fabricated-word Names: These are names that combine acronyms, words, or syllables to form

previously unknown words and brand names. Because they’re newly invented words, fabricated

names are usually available for trademark protection, and the domain names that contain them

are likely to be available, too.

Invented Names: These names contain a distinct brand name that allows it to stand out

amongst the industry and quickly establish a position of leadership. There are three main ways

of inventing brand names (Names and Brands, 2008). Firstly, by syllable combinations, this

involves, randomly combining syllables of words. Secondly by randomly substituting letters to

produce multiple variations of a word I.e. Pattern based word generation. Last but not least by

Word fusion i.e. combining beginning and end of existing words to produce new words.

Connotative Names: These names combine the qualities of descriptive and invented brand

names to create a unique brand in the market place.

Bridged Names: These names combine two brand names; generally, as a result of a merger or

acquisition for example the Pakistan operations of ANZ Grindlays were renamed to Standard

Chartered Grindlays after the acquisition.

These above mentioned are the standalone names of brand name types but generally the brand name

comprises of one or more types of the above mentioned, for example , Aston Martin, takes its name

from the "Aston Hill" races (near Aston Clinton) where the company was founded and its founder,

Lionel Martin (Wikipedia, 2010).

Page 6: Assignment 7 - Brand Management

Page

0

BRAND LOGO

The company logo is the foundation stone of the firm's branding elements. Many firms regard their

logos as a visual depiction of their reasons for existence into the arena. A great logo would indeed help

build the firm; it also plays a vital role in representing it. On the contrary, a weak or confusing logo can

detract from the value that the firm brings. In short, the brand logo is the visual expression of the Brand

Identity.

Components of an Effective Logo

Ignoring the design aspect of logos, an effective logo should be unique, for instance it doesn’t get into

stuff that other counterparts are also doing. Moreover, it should instantly communicate the nature of

the business, product, or service. This can be interpreted in two ways, literal or abstract. An example of

the abstract interpretation is the well-known Burger King logo, a burger. On the other hand, Citibank’s

“blinking eye” symbol, used prior to Citicorp’s merger with Travelers Group (Separate You’re Business

from the Competition by Branding and Positioning, 2006), was more abstract, having nothing directly to

do with banking, but representative of the company’s tagline , The City never sleeps.

Moreover, a logo should be appealing to the target audience. The usage of suitable color scheme is of

immense importance. While being into the business selling a highly sophisticated service or a product,

for example a banking service, using sharp colors might not be a good for example Silk Bank uses hot

pink in its logo. It should be able to withstand the test of time. When considering a logo design, it’s not

advisable to go for a new logo every two years. Thus, it is never a good idea to stylize the design to such

a point that it will become unusable once the current fad goes out of fashion. Classic and timeless are

the words to keep in mind.

A good logo is usable in all types of communication mediums. For instance, if a logo only looks good in

color and it is advertised mainly in local newspapers, this will present a production problem. The symbol

will become distorted, if not unreadable. Moreover, an effective logo supports the USP being offered by

the brand for example, if a brand is trying to communicate low prices then the logo should support that

Page 7: Assignment 7 - Brand Management

Page

0

image. Last but not least a logo should be Legible. This seems pretty obvious but many brands use

typefaces and images that can't be printed or carried to a large sign. A logo should clearly identify the

company and that can’t be done if people don't understand it.

Logo Formats

There is a variety of logo formats being applied in the business world these days. Some of them include

(Identifying Concepts, 2009):

Word mark: It contains just the brand name without any accompanying visual symbol because

the name itself is distinct and unique enough for example Microsoft®.

Letterform: It generally utilizes the first letter of the brand name to create a distinct letterform

that establishes visual ownership of that letter for example McDonalds has one of the most

recognized logos in the world, ‘M’.

Emblems: Emblems generally are a visual mark or symbol which the brand is inextricably

connected to. They often look like shields which is where they originate from.

Pictorial: It generally utilizes a common, yet strong visual pictorial icon or symbol to establish

visual ownership of that image for example Apple.

Character: It is similar to a pictorial style logo, but the visual image is personified giving it a life

of its own that acts as an ambassador for the brand for example John Players Gold Leaf and its

logo bearing a sailors picture.

Abstract: Abstract Logos normally contain visual symbols that convey a big idea or brand

attributes and often embodies strategic ambiguity. This type of brand logo is the most difficult

to succeed with.

Analyzing Logos

In order to interpret the logos and find the meaning that is embedded in them, some essential

guidelines have to be followed and answers to the following questions should be looked for:

Page 8: Assignment 7 - Brand Management

Page

0

Is it Simple? Complex logos are difficult to remember and it takes time to register in the mind

and achieving recall is difficult. At the same time, it will present many issues when that logo is

scaled to fit smaller applications. Analyzing the most successful brands and their logos, this can

be observed that that they are simple shapes or forms for example Apple, Google, etc.

Is it Scalable? A successful logo has to work in a 1″ by 1″ application or in a billboard size. This is

achieved by simple images and the right typography. Many companies in their brand guidelines

develop different logo applications with minor modifications to ensure that their logo will work

at any size.

Does the typography fit the logo or the imagery? Typography is an essential element and it

should fit the logo or the imagery. The main goal of a logo is to be recognizable and easily

readable.

Are the colors in contrast? The logo should be in contrast with the colors, the elements and

shapes of the design.

Are the colors appropriate? Color is one of the most important aspects of a logo. Different colors

have different meanings and they tend to monitor the interaction of people towards the brand.

Meanings of different Shapes and Symbols

Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they

can convey universal meanings as well as guide the eye or organize information. The three basic types of

shapes are geometric, natural, and abstract. (Shapes, 2010)

Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and

triangles but also octagons, hexagons, and cones. In addition to the basic square, circle, other

geometric shapes have specific meanings. An octagon, especially a red one, usually means stop.

A starburst is commonly used to grab attention and identify something that is new, improved, or

'on sale.'

Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a

natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid. These

can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope

Page 9: Assignment 7 - Brand Management

Page

0

or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of

spontaneity.

Abstract shapes are stylized or simplified versions of natural shapes. Some examples of abstract

shapes are alphabetical glyphs, icons and symbols.

Psychology of Shapes and Symbols (The Meaning of Shapes - Developing Visual Grammar, 2006)

Shape/Symbol Meaning

Circle

Represents the eternal whole.

Circles are graceful and their curves are seen as feminine.

Warm, comforting and give a sense of sensuality and love.

They protect, they endure, they restrict.

Suggest community, integrity, and perfection.

Completeness suggests the infinite, unity, and harmony.

Square/Rectangle

They are stable shapes.

Familiar and trusted shapes and suggest honesty.

They have right angles and represent order, mathematics, rationality, and

formality.

Stability, equality, solidity, security, rationality and honesty.

Triangle Can be stable when sitting on their base or unstable when not.

They are balanced and can be a symbol for law, science, and religion.

The strength of triangles suggests masculinity.

Convey progression, direction, and purpose.

Spiral

Are expressions of creativity

Convey ideas of fertility, birth, death, expansion, and transformation.

Represent trust during change, the release of energy and maintaining

flexibility through transformation.

Clockwise spiral – Projects expression of an expression.

Counter Clockwise Spiral – Fulfillment of an interaction.

Balance, progress, direction, initiation, development.

Page 10: Assignment 7 - Brand Management

Page

0

Pentagon

Places attention on something to be experienced

Attracts people who are striving to focus on their goals

Hexagon

Contains a spiritual or metaphysical trigger

Communication, interfacing, balance, union

BRAND COLORS

Different colors have different meaning to different people in general. The meaning of colors varies

depending on one's culture, race, gender, and even age. Selection of a particular color to target a market

is of immense importance. Moreover, different colors have different connotations in different cultures

across the world for instance; white is often associated with weddings in North America and evokes the

feeling of innocence. In Eastern cultures, white signifies death. It’s imperative for a dress designer to

choose the color for wedding dresses when making and selling stuff in china.

Importance of Colors in Branding

The importance of visual elements cannot be ignored when studying the purchase behavior of different

products/services. According to a research conducted by the secretariat of the Seoul International Color

Expo 2004, 92.6 percent said that they put most importance on visual factors when purchasing products.

Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and

smell each drew 0.9 percent.

According to another research people make a subconscious judgment about a person, environment, or

product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based

on color alone (CCICOLOR – Institute of Color Research)

Colors and Health

Page 11: Assignment 7 - Brand Management

Page

0

The relation between health and colors has been there for centuries as evident from the Egyptian

culture where doctors used to bathe patients in colors of light to heal diseases. In modern time the

healing capabilities of colors are still utilized to diagnose different ailments.

Red energizes the liver, scarlet increases blood pressure, purple lowers blood pressure, orange

strengthens lungs and increases calcium metabolism, green activates sympathetic nervous system, and,

yellow energizes the alimentary tract. Blue stimulated the sympathetic nervous system the most and the

red and green the least. This system is responsible for heartbeat, blood pressure and perspiration. (Color

Meaning, 2002)

Colors and Emotions

Colors affect different people in different ways. Testing the association between colors and emotions, it

was found that yellow, orange, and blue are happy colors, and red, black and brown as sad colors. These

emotions (happy vs. sad) were similar across age groups and had the same types of instilled emotions

about specific colors.

Kotler (1973) indicated that atmospherics such as noises, sizes, shapes, scents and colors could help

create attention, convey messages, and create feelings that might increase purchase probability.

Although, color is related to feelings about retail environment, it also affects distraction and influences

anxiety. (Singh, 2006)

Colors and Gender

There are differences in the perception of colors between genders. From this it can be deduced that

men are more tolerant of gray, white or black than women and that women react to the combinations

of red and blue more frequently, and get confused and distracted more than men.

Similarly as the science of colors illustrates that different color are combined to make new colors. Some

color combinations are of preference for adults for example combination of red and blue is preferred by

adults. These results suggest that there are gender differences in the perception of color.

Transformation of Color Meanings into Emotions

Different colors have different meanings and connotations attached to them for example purple is the

color for royalty and white is the color of purity. When colors are used in designing the visual identity of

a brand, the meanings of these colors translate in a way to the meaning of the brand itself, for example

Page 12: Assignment 7 - Brand Management

Page

0

usually milk brands utilize white color to design their visual identities. The reasons for doing so may be

firstly the nature of the product I.e. milk is white in color so white in the visual identity aids that and

secondly the literal meaning of the color i.e. purity and cleanliness. This meaning translates into an

advantage and benefit for the brand because milk is meant to be pure and clean.

Usually zodiac signs are used in conjoint with the planets of the solar system. The reason for this is that

each sign of the Zodiac has its planetary ruler and unique characteristics emanating from that planet.

Each sign radiates its own hues and color. The spectrum of colors with each of the signs of the Zodiac

signifies psychological, spiritual, and physical energies special to that sign. Below is a detailed

explanation of some colors and their meanings:

Color Description Celestial Zodiac Healing Mantra

Red

Think fire and blood - Red rushes to

us with messages of passion, primal

urges, action, pleasure, vibrancy,

radiance, and love.

Mars Aries

Boosts energy,

protection,

enhances libido

I am ignited

Orange

A nice subdued blend between the

aggressive red and the high-pitch of

yellow - Orange is about harmony,

aspiration, sociability, contentment,

and intelligence

Mercury Gemini

Aids decision

making, enhances

cheer , confidence

and assurance

I am satisfied

Yellow

Worshipped in the form of the sun -

Yellow is all about radiating

creativity, protection, intellect,

positivity and clarity.

Sun Leo

Helps vision,

enhances

confidence and

communication

I am centered

Green

The fresh start of spring brings

waves of Green and with it comes

attributes of youth, sentimentality,

nature, adventure, growth and

health.

Venus and EarthLibra and

Taurus

Promotes

compassion and

overall physical

health

I am accepted

Blue

Look to the sky for the meanings of

Blue - open spaces, freedom,

imagination, expansiveness,

inspiration, and sensitivity.

Jupiter Sagittarius

Heals the sense

organs, aids in

balance and self-

expression

I am expansive

Indigo

Similar to the attributes of blue, but

Indigo's energy runs very deep -

consider the unknown depths of

the sea along with emotion,

strength, fluidity, persuasiveness,

expressiveness, and pervasiveness.

Saturn and

Neptune

Capricorn and

Pisces

Provides clarity of

purpose, aids

spiritual healing

I am deep

Page 13: Assignment 7 - Brand Management

Page

0

Violet

The hue of fragile flowers and

sleepy sunsets, Violet reminds us of

spirituality, communion, grandeur,

high-ideals, devotion, and peace

Uranus and

Moon

Aquarius and

Cancer

Enhances nurturing,

balances sensitivityI am revolutionary

Black

Black is required for all other colors

to have depth and variation of hue -

it's a forceful feature and

represents formality, dignity, force,

convention, stability, and zero-

tolerance.

Saturn and PlutoCapricorn and

Scorpio

Promotes stability

and protection,

heals

misunderstanding

I am endless

White

Contemplate the brilliance of a new

white snow and how it pulls a

blanket of peace over everything it

touches - White stands for peace,

cleansing, illumination, purity,

innocence and the highest kind of

understanding.

Mercury and

MoonVirgo

Promotes cleansing,

order and

establishes clarity

I am illumined

Color Usage – Significance

Color is an important consideration in a brand identity system. They have a significant impact on

people’s emotional state. In certain instances they tend to impact people’s ability to concentrate and

learn. They have a wide variety of specific mental associations. In fact, the effects are physiological,

psychological, and sociological. (Daye, 2006)

Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be

seen at night, etc. For instance ‘Yellow’ is regarded as the most visible color amongst all.

It is advisable for a particular brand to ‘own’ some colors more commonly known as the corporate

colors. Such colors provide an additional recognition cue.

Page 14: Assignment 7 - Brand Management

Page

0

BRAND TYPEFACES

Typeface is one another important factor of a brand corporate identity.

While choosing a typeface there are some fundamental decisions to be

made, is it to be serif, sans serif, script, condensed, bold, light, extended,

italic, capitals, lower case etc ( For more information refer to Typography

Glossary). Thousands of combinations of the above exist from which the

brand may have to choose and this thing should be kept in mind that

these choices say a lot about the brand itself.

Type can indicate the brands nationality, cultural roots and historical

period. Often type is used by consumer brands to reinforce origin either perceived or real. Type tells a

lot to the consumer and helps to position the brand in the sector. A

typeface can be used to align a brand to a sector or stand out from the

crowd for example Virgin’s use of the scripted V, visually reinforces the

brand’s differentiation from the traditional corporation. Similarly a

typeface can be adopted to signify belonging. In this case being

different is not an advantage. These choices are part of developing your

brand strategy and quickly connect you with the values of your

customers.

Typeface Classifications

In order to create a typographic layout the first and the foremost thing that should be considered is that

when to use a style type and when not use it. In order to do so it is imperative to study the different

classification of typefaces. Typefaces are classified by appearance and most fit into one or more

categories. In general, different type styles (bold, italic, bold italic) may be used with each type of

classification. Though there are hundreds of classifications, but some of the most important ones are as

follows: (Adobe Print Publishing Technical Guides, 2009).

Page 15: Assignment 7 - Brand Management

Page

0

Black letter: The blackletter classification may also be referred to as the Old English, Text or Gothic. This

form gains its popularity due to its use throughout the era of scribes Christendom until

the end of World War II. Now they are primarily used as display types.

These type faces are very complex and ornate and may be difficult to read. Due to this

reason they are used for very special reasons such as advertisements, invitations, diplomas, certificates

or initial caps at the beginning of chapters or paragraphs.

Decorative and Display: They are sometimes referred to as the novelty or occasional. This classification

includes typefaces of unusual or unique designs that do not fit into any other

classification.

These types are most effective when used in larger sizes such as for headlines, titles and

display purposes (e.g., advertisements).

Sans Serif: Typefaces in this category are without serifs. These types have a very clean design and are

very legible for display, special emphasis and text. However, they should not be used for large bodies of

texts because large amount of text in sans serif can cause eye stress.  

These are highly legible for display and text use, sans serifs generally fall into one of

four categories: Grotesque, Neo-Grotesque, Geometric and Humanist.

Script: Typefaces falling in this classification generally resemble handwriting, with styles ranging from

formal to whimsical. Some of the typefaces in the genre contain characters than are

connected.

These should never be used in all capital letters and as far as their uses are concerned,

they are used for greetings, announcements, invitations and advertisements.

Slab Serif: These are also known as the Square serif or Egyptian. One of the main differentiating factors

that differentiate slab serif is that they are not that legible as serif or sans serif.

Their strong, square finishing strokes are extremely useful for commanding readers’

attention and this is the main reason why they should be used for headings,

advertisements, captions and initial caps.

Page 16: Assignment 7 - Brand Management

Page

0

Transitional: These typefaces have evolved from the ones used in the 16 th and the 17th century. These

typefaces are beautifully suited for text due to their precision and regularity.

The axis of the round characters is vertical or barely inclined, the contrast between

hairlines and main strokes is slightly pronounced, and serifs are thin, flat and bracketed.

Monospaced: All of the characters in a Monospaced typeface have the same width. Most typefaces

have proportionally-spaced characters, but Monospaced characters are often required

when setting text on forms, financial statements and other documents where exact

spacing is required.

Optical: Optical fonts include versions whose design has been optimized to appear best when printed at

Display, Subhead and Caption point sizes as well as when used at smaller text sizes. The

subtle difference adds a professional polish to any fine print piece.

Elements of a Brand Typeface Analysis

When analyzing a typeface for a brand, following are to be analyzed:

Serif: In typography, serifs are semi-structural details on the ends of some of the strokes that

make up letters and symbols. A typeface that has serifs is called a serif typeface (Wikipedia - The

free encyclopedia, 2010). A typeface without serifs is called sans-serif. The first thing that is to be

analyzed is that does a type face have any serif’s. If yes, what type of serif does it have? Serif

fonts can be broadly classified into four subgroups: old style, transitional, modern and slab serif.

X-heights: The x-height or corpus size refers to the distance between the baseline and the mean

line in a typeface. Typically, this is the height of the letter x in the font, as well as the u, v, w,

and z. However, in modern typography, the x-height is simply a design characteristic of the font.

Lowercase letters whose height is greater than the x-height either have descenders which

extend below the baseline, such as y, g, q, and p, or have ascenders which extend above the x-

Page 17: Assignment 7 - Brand Management

Page

0

height, such as l, k, b, and d. The ratio of the x-height to the body height is one of the major

characteristics that define the appearance of a typeface. The height of the capital letters is

referred to as Cap height (Wikipedia - The free encyclopedia, 2010).

Width: A characteristic of a typeface determined by the width of its characters in proportion to

their height. Typeface width is generally categorized as condensed, normal, and expanded, with

varying levels of condensation and expansion. The terms that denote width are not

standardized and there is no precise formula for determining the width classification of a

typeface. Classifications include:

Condensed/Compressed Expanded/Extended

Compact Wilde

Semi Condensed Semi Expanded

Condensed Expanded

Extra Condensed Extra Expanded

Ultra Condensed Ultra Expanded

Structure: It is defined as the fundamental skeletal form of a character, excluding details such as

serifs, curve stress, and line weight. In some scenarios the term structure is applied to different

classifications of type styles, such as black letter, sans serif, and others.

Good contrast and Conflicting Typefaces: It is essential in choosing a typeface that it matches

the overall appeal of the logo or the visual identity. In short every aspect should match the other

one so that a synergy is created and a uniform image is displayed. Mismatching typefaces should

be avoided as they portray a confused and conflicting image with the overall theme.

Page 18: Assignment 7 - Brand Management

Page

0

Weight: A characteristic of a typeface determined by the thickness of the strokes that make up

its characters. The terms that denote weight are not standardized and there is no precise

formula to determine the weight classification of a typeface. Individual type designers and

manufacturers generally determine the weight designation for each typeface. Weight

classifications include:

Thin Roman

Bold Semi Bold Ultra Bold

Extra Bold

Extra Light Light Medium

Heavy

Book Regular Black

Ultra Black

Typeface and the Audience: While selecting a typeface for the target audience this thing should

be strictly kept in mind that the type should match the audience and should be in contrast with

it for example when targeting a mature audience using a funky type face may not be a good

idea, whereas it is meant for younger ones.

Typeface Classification: It is imperative to look at the typeface classification as the importance

of using the right thing in the right medium cannot be ignored. Every typeface is intended to be

used in a specific location and medium.

Page 19: Assignment 7 - Brand Management

Page

0

BRAND – Ariel

Brand Name Analysis

The brand name, ‘Ariel’, gets its name from Hebrew language and means, the Lion of God.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Can be referred with

respect to power

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Borrowed Interest name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

RedEnergy, strength, power,

determination and protection.

BlueTrust, loyalty, confidence and

precision.

GreenYouth, sentimentality, nature,

emotional correspondence with safety

and health.

WhiteCleansing, illumination, purity,

innocence, and perfection.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold Italic

X-Height/ Cap Height Normal

Width Semi Condensed

Weight Semi Bold, Heavy

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 20: Assignment 7 - Brand Management

Page

0

BRAND – Capstan

Brand Name Analysis

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product No reference to product

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Borrowed Interest name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically unfit

Brand Color Analysis

Colors Used Trait/Emotions

CrimsonFiery, Fierce, Competitive, Power.

WhiteIllumination and perfection.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Optical

Type Style Bold

X-Height/ Cap Height Normal

Width Normal

Weight Semi Bold, Heavy

Contrast Low contrast

Serif/Sans Serif Sans Serif

Audience Compatibility

Moderately Compatible

Brand Personality Statement

Capstan is a 25 year old, reliable and a hardworking man. He is a technically oriented person who believes in leading so that other can rely on it. Confidence is one another trait that makes him a winner.He is a ambitious, courageous, dominant, strong willed, positive, independent male. Dominance of his personality can be judged by his commanding nature, bearing loyalty from his subordinates. He knows the tricks of the trade and knows how to get things done using all his energy, creativeness and resolution to get it.

Aaker’s Personality Traits

Core Dimension Facets Traits

ExcitementDaring Daring

Spirited SpiritedImaginative Unique

CompetenceReliable Hard Working

Intelligent TechnicalSuccessful Leader

Ruggedness Outdoorsy MasculineTough Rugged

Page 21: Assignment 7 - Brand Management

Page

0

BRAND – Coca Cola

Brand Personality Statement

Coca Cola is a 20 year old female bearing a pleasant personality. She is family oriented, genuine, and modern in her own way. She is athletic and outdoorsy and loves to hangout make friends. She is the flavor of every gathering and she is expected to be present at every gathering so that she keeps the environment up and running. A spirited female with a deep insight towards life and knows how to keep things going. She adapts to all kinds of gatherings very quickly due to the flexibility of her nature.

Aaker’s Personality Traits

Core Dimension Facets Traits

SincerityDown-to-earth Family

OrientedHonest Sincere

Cheerful OriginalWholesome Friendly

ExcitementSpirited Young

Imaginative UniqueUp-to-date Contemporary

Brand Name Analysis

The brand name, ‘Coca Cola’ gets its name from the combination of two words which are its ingredients too i.e.

Cocoa Leaves and Kola Nuts.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Descriptive Name

Cocoa Leaves & Kola Nuts

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

RedEnergy, strength, power,

determination, passion, primal urges, action, pleasure, enthusiasm, joie de

vivre, and love.

WhiteCleansing, illumination, purity,

innocence, and perfection.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Script

Type Style Bold Italic

X-Height/ Cap Height Normal

Width Semi Condensed

Weight Semi Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Page 22: Assignment 7 - Brand Management

Page

0

BRAND – Colgate

Brand Name Analysis

The brand name, ‘Ariel’, gets its name from its founder William

Colgate.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Indirect Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

(William Colgate)

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

RedEnergy, strength, power,

determination, passion, action, and love.

WhiteCleansing, illumination, purity,

innocence, and perfection.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold Italic

X-Height/ Cap Height Very High

Width Semi Expanded

Weight Extra Bold, Heavy

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 23: Assignment 7 - Brand Management

Page

0

BRAND – Gillette

Brand Name Analysis

The brand name, ‘Gillette’, gets its name from its owner King

Camp Gillette.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

(King Camp Gillette)

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and

stability

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold Italic

X-Height/ Cap Height Normal

Width Normal

Weight Extra Bold, Heavy

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 24: Assignment 7 - Brand Management

Page

0

BRAND – John Players Gold Leaf

Brand Name Analysis

The brand name, ‘JPGL’, gets its name from its founder John

Player.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Indirect Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

(John Player)

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

RedEnergy, strength, power,

determination, passion, action, and adventure.

BlueKnowledge, power, integrity, and

seriousness, open space, freedom, inspiration.

WhitePerfection, safety, successful

beginning, simplicity.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold

X-Height/ Cap Height High

Width Extra Expanded

Weight Extra Bold, Heavy

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality StatementJPGL is a 35 year old male who believes life is there to be experienced;

his pioneering spirit means that he will always be looking to stretch

himself and his horizons. JPGL believes that its not about being strong;

it is how you choose to use that strength. He believes that good things

in life belong to everyone who is willing to make an effort. You can

achieve great things, especially if you all pull together. JPGL handles

change capably and appreciates it for offering opportunities for new

experiences and learning’s that enriches him as a person. He values his

130 years of learning. Ultimately he believes that you are the sum of

your experiences. JPGL can adapt to most places. He appreciates their

differences for their learning values. He loves big open spaces for their

sense of potential. He prefers to share these with his friends.

Aaker’s Personality Traits

Core Dimension Facets Traits

ExcitementDaring Exciting

Spirited SpiritedUp-to-date IndependentImaginative Unique

CompetenceReliable Hardworking

Intelligent IntelligentSuccessful Leader,

ConfidentSincerity Honest Sincere, Real

RuggednessOutdoorsy Masculine

Tough Rugged

Page 25: Assignment 7 - Brand Management

Page

0

BRAND – Lipton

Brand Name Analysis

The brand name, ‘Lipton’, gets its name from its founder owner

Sir Thomas Lipton.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Indirect Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

(Sir Thomas Lipton)

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

RedEnergy, strength, power,

determination, passion, action, and adventure.

YellowProtection, intellect, positivity and

clarity, joy, happiness, energy, fresh.

WhitePerfection, safety, successful beginning, simplicity, purity.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Transitional

Type Style Bold

X-Height/ Cap Height Moderate

Width Expanded

Weight Light Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Thin, flat, bracketed Serifs

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 26: Assignment 7 - Brand Management

Page

0

BRAND – Lux

Brand Name Analysis

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Invented Name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

Black Formality, dignity, force, convention, stability, protection, elegance and

prestige.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Optical

Type Style Bold

X-Height/ Cap Height Moderate

Width Ultra Expanded

Weight Light Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 27: Assignment 7 - Brand Management

Page

0

BRAND – Mobilink

Brand Name Analysis

The brand name, ‘Mobilink’, gets its name from which is a combination of two words ‘Mobi’ (Mobile) and ‘link’ (linking

people. It signifies the need of connecting people.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Invented Name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

Black Formality, dignity, force, convention, stability, protection, elegance and

prestige.

PurpleRoyalty, wisdom, creativity, wealth, royalty, enlightenment, arrogance,

flamboyance, gaudiness, pride.

Grey/SilverElegance, humility, respect, reverence, stability, subtlety, wisdom, urban, strong emotions, balance, formality

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold Italic

X-Height/ Cap Height High

Width Extra Expanded

Weight Ultra Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement

He is stylish and sophisticated and reflects a unique classy look. He’s chic yet reliable. He’s a responsible individual and a loyal friend. He’s unique and original and completely understands your needs. He’s intellectual and has an objective approach towards everything. He lets his mind rule, rather than letting the heart take over.He’s rational and inspirational. He’s innovative and confident. He has a unique style of doing everything that marches to the beat of his own drum. He loves to be there for people who really need him.

Aaker’s Personality Traits

Page 28: Assignment 7 - Brand Management

Page

0

BRAND – Nestle Fruit Juices

Brand Name Analysis

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

(Henri Nestlé)

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and

stability.

WhitePerfection, safety, successful beginning, simplicity, purity.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold

X-Height/ Cap Height Moderately High

Width Normal

Weight Extra Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement

Determination and will power are the defining

characteristics of Nestle Fruit Juices. A young, vibrant,

hardworking male, ages almost 23 years. He bears a

social personality and likes interacting. Working out

everyday enables his fitness. He enjoys life to the fullest

and believes being fit is being right. He has a very deep

insight into life and likes experiencing life in all of its

flavors and to the fullest.

Aaker’s Personality Traits

Core Dimension Facets TraitsSincerity Wholesome Original

Cheerful FriendlyExcitement Spirited Cool, Young

Up-to-date ContemporaryCompetence Intelligent Intelligent

Successful ConfidentRuggedness Outdoorsy Masculine

Tough Rugged

Page 29: Assignment 7 - Brand Management

Page

0

BRAND – Nestle Pure Life

Brand Name Analysis

The brand name, Nestle Pure Life, gets the first part of its name from the owner and the second part describing a benefit, Pure Life.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name & Descriptive Name - Henri Nestlé

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and

stability.

White Perfection, safety, successful beginning, simplicity, purity.

PinkRomance, love, and friendship. It

denotes feminine qualities.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold

X-Height/ Cap Height Moderately High

Width Normal

Weight Extra Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement

Pure Life is a married female with 2 kids. She is a very

responsible mother who makes every effort to take the

best care possible of her kids and family. Culture is

deeply embedded in her and she sticks to her family

traditions. Healthy living is one of the most valued things

by her and she makes all possible efforts for the

betterment of the society as a whole. To an extent she is

an authoritarian and bears a commanding personality.

She is emotional and very touchy.

Aaker’s Personality Traits

Core Dimension Facets Traits

SincerityDown-to-earth Family Oriented

Honest SincereCheerful Original

ExcitementSpirited Young

Imaginative UniqueUp-to-date Contemporary

SophisticationUpper Class Good lookingCharming Feminine

Page 30: Assignment 7 - Brand Management

Page

0

BRAND – Surf Excel

Brand Name Analysis

The brand name, ‘Surf Excel’, gets its name from two words Surf

(generic name for detergent powder) and Excel (to be the best).

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Descriptive name - Surf & Excel

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and

stability.

Orange Joy, enthusiasm, fascination, happiness, creativity, determination,

attraction, success, strength, endurance, encouragement, and

stimulation.

PinkRomance, love, and friendship. It

denotes feminine qualities.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Bold

X-Height/ Cap Height Moderate

Width Normal

Weight Extra Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement

Surf Excel is a 30 year old working mother with two children. She is fully aware of her priorities. She strives to get the best for her kids and family and this portrays the nurturing aspect of her personality. She is a hard worker and knows how to strike the work life and personal life balance. She is persistent and determined to succeed in whichever endeavors she pursues. She is very caring and wants to get the best out of everything for her children.

Aaker’s Personality Traits

Core Dimension Facets Traits

SincerityDown-to-earth Family Oriented

Honest SincereWholesome Friendly

ExcitementSpirited Young

Imaginative UniqueUp-to-date Contemporary

CompetenceReliable Hard Working

Intelligent IntelligentSuccessful Confident

Page 31: Assignment 7 - Brand Management

Page

0

BRAND – Tapal

Brand Name Analysis

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Same name globally

Type of Brand Name Owners Name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

Red

Energy, strength, power, determination, passion, action, and

adventure.

White Perfection, safety, successful beginning, simplicity, purity.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Optical

Type Style Bold

X-Height/ Cap Height Moderate

Width Normal

Weight Ultra Bold

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 32: Assignment 7 - Brand Management

Page

0

BRAND – Telenor

Brand Name Analysis

The brand Telenor gets its name from the combination of two words i.e. ‘Tele’ communicating the nature of the brand and ‘Nor’ communicating the origin i.e. Norway.

Characteristic Result

Ease of memorizing Easy Medium Hard

Spelling & Pronunciation Easy Medium Hard

Reference of name to product Direct Reference

Evokes positive mental image Yes Fairly Yes No

Distinguishes from competitors Yes Fairly Yes No

Translation into other Languages Easy

Type of Brand Name Geographically Anchored & Descriptive Name

Brand Logo Analysis

Characteristic Result

Uniqueness Yes Fairly Yes No

Communicates nature of product Yes Fairly Yes No

Appeals the target audience Yes Fairly Yes No

Suitable color scheme Yes Fairly Yes No

Consistency of logo Yes Fairly Yes No

Usage in all mediums Yes Fairly Yes No

Supports USP Yes Fairly Yes No

Legibility of Logo Highly readable

Typographic Fit Typographically fit

Brand Color Analysis

Colors Used Trait/Emotions

Blue

Aids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and

stability.

Black Formality, dignity, force, convention, stability, protection, elegance and

prestige.

Brand Typeface Analysis

Characteristic Result/Finding

Typeface Classification Sans Serif

Type Style Regular

X-Height/ Cap Height Moderately High

Width Normal

Weight Normal

Contrast Good contrast with overall logo

Serif/Sans Serif Sans Serif

Audience Compatibility

Highly Compatible

Brand Personality Statement Aaker’s Personality Traits

Page 33: Assignment 7 - Brand Management

Page

0

BIBLIOGRAPHY

(2010, 04 01). Retrieved 04 01, 2010, from Business Dictionary: http://www.businessdictionary.com/definition/brand-equity.html

Adobe Print Publishing Technical Guides. (2009, 01 01). Retrieved 04 20, 2010, from Typography Basics: Typeface Classifications: http://www.bsu.edu/web/ucspubs/pdf/other/typeface_classifications.pdf

Color Meaning. (2002, 01 01). Retrieved 04 20, 2010, from Color Wheel Pro - Color Theory in Action: http://www.color-wheel-pro.com/color-meaning.html

Consulting, B. (n.d.). BBDO Consulting. Retrieved 04 13, 2010, from BBDO Consulting: http://www.bbdo-consulting.com/cms/en/publikationen/brand_management/brand_management/publikation_18.jsp

Crum, W. D. (2002, 01 01). Articles and Papers. Retrieved 04 13, 2010, from SDR Consulting: http://www.sdrnet.com/article12.html

Daye, D. (2006, 11 06). Brand Identity: The Importance of Color. Retrieved 04 20, 2010, from Brand Strategy Insider: http://www.brandingstrategyinsider.com/2006/11/brand_identity_.html

Dictionary, B. (2010, 01 01). Business Dictionary. Retrieved 04 13, 2010, from http://www.businessdictionary.com/definition/brand-image.html

Financial Management Resources. (n.d.). Retrieved 04 13, 2010, from http://www.bizmove.com/finance/m3b3.htm

Haigh, D. (n.d.). Brands in the Boardroom - IAM Supplement. Retrieved April 13, 2010, from http://www.brandfinance.com/Uploads/pdfs/BrandValuation_Whatandwhy.pdf

Identifying Concepts. (2009, 01 01). Retrieved 04 20, 2010, from Identifying Concepts: http://identifyingconcepts.com/tag/invented/

Interbrand. (2004, April 01). Retrieved 04 13, 2010, from Brand Valuation: http://www.marketingritson.com/documents/week1brandvaluation.pdf

Kevin Lane Keller. (2000, 01 01). The Brand Report Card. Harvard Business Review . Harvard Business Review.

Marketing. (n.d.). Retrieved 04 13, 2010, from http://en.mimi.hu/marketingweb/product_attributes.html

Names and Brands. (2008, 1 01). Retrieved 04 20, 2010, from Names and Brands: http://www.names-n-brands.com/

Our Businesses. (2009, 07 09). Retrieved 04 04, 2010, from Pakistan Tobacco Company: http://www.ptc.com.pk/group/sites/PAK_7SHBXN.nsf/vwPagesWebLive/DO7SHC5E?opendocument&SKN=1

Page 34: Assignment 7 - Brand Management

Page

0

Popular types of Brand Names. (2010, 01 01). Retrieved 04 20, 2010, from http://www.dummies.com/how-to/content/popular-types-of-brand-names.html

Separate You’re Business from the Competition by Branding and Positioning. (2006, 11 10). Retrieved 04 20, 2010, from Entrepreneurship: http://blog.prosperlearning.com/entrepreneurship/?p=27

Shapes. (2010, 01 01). Retrieved 04 20, 2010, from About.com - Desktop Publishing: http://desktoppub.about.com/od/elements/l/aa_shape.htm

Singh, S. (2006). Impact of Color on Marketing. Journal or Marketing , 783-787.

The Meaning of Shapes - Developing Visual Grammar. (2006, 01 01). Retrieved 04 20, 2010, from The Meaning of Shapes - Developing Visual Grammar: http://www.vanseodesign.com/web-design/visual-grammar-shapes/

Wikipedia - The free encyclopedia. (2010, 04 16). Retrieved 04 20, 2010, from Wikipedia - The free encyclopedia: http://en.wikipedia.org/wiki/Serif

Wikipedia. (2010, 04 20). List of company name etymologies. Retrieved 04 20, 2010, from Wikipedia: http://en.wikipedia.org/wiki/List_of_company_name_etymologies