chosing brand elements

8/3/2019 Chosing Brand Elements

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Brand knowledge structures depend on:

The initial choices for the brand elements

The supporting marketing program and themanner by which the brand is integrated intoit

Other associations indirectly transferred to thebrand by linking it to some other entities


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Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability


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Memorability

Meaningfulness

Likability

Adaptability

Protectability

Transferability

Marketers offensive strategyand build brand equity/ BrandBuilding

Defensive role for leveragingand maintaining brand equity


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Brand elements should be memorable

and attention-getting, and therefore

facilitate recall or recognition. Easily Recognized

Easily Recalled


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Brand elements may take on all kinds ofmeaning, with either descriptive or

persuasive content. Two particularly important criteria

General information about the nature of theproduct category Brand Awareness / Salience

Specific information about particular attributesand benefits of the brand Brand Image /Positioning


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Do customers find the brand element

aesthetically appealing?

Descriptive and persuasive elementsreduce the burden on marketing

communications to build awareness.


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How useful is the brand element for line

or category extensions?

To what extent does the brand elementadd to brand equity across geographic

boundaries and market segments?


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The more adaptable and flexible the

brand element, the easier it is to update

it to changes in consumer values andopinions.

For example, logos and characters canbe given a new look or a new design to

make them appear more modern and

relevant.


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Marketers should:

1. Choose brand elements that can be legally

protected internationally.2. Formally register chosen brand elements

with the appropriate legal bodies.

3. Vigorously defend trademarks from

unauthorized competitive infringement.


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enhance brand awareness or facilitate theformation of strong, favorable, and uniquebrand associations.

Brand names URLs

Logos and symbols

Characters

Slogans

Packaging


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Most difficult to change

Descriptive describes function literally

Suggestive suggests a benefit or afunction

Compounds combination of two ormore words

Arbitrary real word but with noconnection to the company

Fanciful coined words with no meaning


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Brand awareness

Simplicity and ease of pronunciation and

spelling Familiarity and meaningfulness

Differentiated, distinctive, and uniqueness

Brand associations

Link the reinforced attribute or benefit

repositioning


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Define objectives

Generate names

Screen initial candidates

Study candidate names

Research the final candidates

Select the final name


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uniform resource locators specify locations of pages on the web

and are also commonly referred to asdomain names.

A company can either sue the current

owner of the URL for copyright

infringement, buy the name from the

current owner, or register all conceivablevariations of its brand as domain names

ahead of time.


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corporate names or trademarks (wordmarks with text only) written in a

distinctive form, to entirely abstractdesigns that may be completelyunrelated to the word mark, corporatename, or corporate activities

Symbol non word mark logo Easy way of identification

Versatility spread across cultures andover a range of product categories


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A special type of brand symbolone thattakes on human or real-life characteristics

Attention getting and create brandawareness

Communicate product benefits

Enhance likeability

Transferred across categories


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Video


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Slogans are short phrases that

communicate descriptive or persuasive

information about the brand. Slogans are powerful branding devices

because, like brand names, they are anextremely efficient, shorthand means to

build brand equity


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Make strong links between product and

brand category

Reinforce brand positioning and desiredpoint of difference

Easiest of the brand elements to change

Have a break, have a kitkat


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A punchline is the end -- point -- the catchyand usually unexpected and funny orprofound, end to an advertisement. (havea break, have a kitkat)

A tagline is associated with a brand name,and is used in everything the brand is usedin.

A slogan is similar to a tagline, but used onlyonce with one specific advertisingcampaign. It defines the campaign not thebrand. (har ek friend zaroori by airtel)


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The major difference between Tagline andSlogan is that a tagline is created for theproduct brand or corporate brand and it

lasts forever and becomes the integral partof our daily life e.g Lexus : The relentless pursuit of Perfection.

Apple: Think Different.

Coke: Its a real Thing.

Nike : Just do It.

whereas slogan is more towards a productcampaign and it can vary according to itstarget market and audience.


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Jingles are musical messages writtenaround the brand.

Jingles are perhaps most valuable inenhancing brand awareness

Typically during the radio era

Intel


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video


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video


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From the perspective of both the firmand consumers, packaging mustachieve a number of objectives: Identify the brand

Convey descriptive and persuasiveinformation

Facilitate product transportation andprotection

Assist at-home storage

Aid product consumption


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Our sense of taste and touch is very

suggestible, and what we see on a

package can lead us to taste what wethink we are going to taste.


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Long after we have bought a product, a

package can still lead us to believe we

bought it because it was a good value.


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Means of brand recognition

Protect the product

Facilitate storage

Help consumption

Stand out from clutter

Visual effect at point of purchase


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chosing brand elements

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