Brand Elements to

Choosing build brand equity Pushpal Nimje

Introduction

Brand is a name, term, sign, symbol, or

design, or a combination of them, intended to identify the goods & services of one seller or group of seller and to differentiate them from of competition. AMA
Brand Elements, sometimes called brand identities, are those trademarks devices that serve to identify and differentiate the brand. A brand element that provides a positive contribution to brand equity conveys or implies certain valued association or responses.

Roles
To enhance brand awareness To facilitate the formation of strong, favorable, and unique brand associations To elicit positive brand judgments and feelings

Criteria for choosing brand elements

1. Memorable
1. 2. 1. 2. 1. 2. Easily recognized Easily recalled Descriptive Persuasive Fun and interesting Rich visual and verbal imagery

1. Transferable
1. 2. Within and across product categories Across geographic boundaries and cultures Flexible updatable Legally competitively

2. Meaningful

2. Adaptable
1. 2. 1. 2.

3. Likable

3. Protectable

Tactics for Brand Elements

A variety of brand elements can be chosen that inherently enhance

brand awareness or facilitate the formation of strong, favorable, and unique brand associations.
Brand names URLs (Uniform Resource Locators). Logos and symbols

Characters
Slogans Packaging

Brand Names Guidelines:

Brand Awareness: Brand names that are simple and easy to
pronounce or spell, familiar and meaningful, and different, distinctive, and unusual can obviously improve brand awareness.

Simplicity and Easy Pronunciation and Spelling

Ex. Coke, BMW, Nokia, Sony

Familiarity and Meaningfulness

Ex. Rasna, LG

Differentiated, Distinctive, and Unique

Ex. i-ball

Brand Associations: The brand name is a compact form of

communication, brand name can reinforce an important attribute or benefit association that makes up its product positioning
Ex. Head & Shoulders shampoo, Close-up toothpaste, DieHard auto batteries, Compaq, LG, Apple

Brand Naming Procedures

Define objectives:
Based on six criteria especially ideal meaning the brand should convey.

Generate names:
Sources could include managers, employees, professionals, agencies etc.

Screen initial candidates

Against objectives and criteria articulated earlier.

Study candidate names: Legal research etc. Research the final candidates:
To confirm memorability and meaningfulness of the remaining names.

Select the final name:

Maximizes firms branding and marketing objectives and register it.

URL (Uniform Resource Locators)

Domain names It could be straightforward and may be even literal translation of the brand name Simple and easy to recognize Similar to brand name procedures

WWW.

Logo & Symbol

Visual elements help brand name to build brand equity Logos have a long history as a means to indicate origin, ownership, or association Most parts of logo could be symbols Ex. Rolex crown, Apple BMW etc.

Characters
Characters represent a special type of brand symbol , one that takes on human or real life characteristics colorful and rich in imagery Brand characters can help brands break through marketplace clutter likeability.

Slogans

Slogans are short phrases that communicate descriptive or persuasive information about the brand. Powerful branding devices, extremely efficient, shorthand

Eg. The best a man can get (Gillette), Just Do it(Nike), Zindgi ke saath bhi, zindgi ke baad bhi. (LIC) The ultimate driving machine. (BMW)

Packaging
Packaging is the activities of designing and producing containers or wrappers for a product Packaging must achieve a number of objectives:
Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at home storage Aid product consumption

last five seconds of marketing or permanent media or the last salesman

 Know your consumer

Guidelines for creating high-impact of Brand element

Get inside your consumers head and heart to learn about what motivates the purchase

Take the big picture approach

They look at all forms of packaging and put the best ideas together in the unique ways

Understand that package aesthetics and function are both critical Know your distribution channels
How do retailers view your package

Educate management
Make sure senior management recognizes the importance of packaging