Brand Element Choice Criteria :

There are six criteria in choosing brand elements The first three (memorable, meaningful, and likable)
can be characterized as “brand building” in terms of how brand equity can be built through the judicious
choice of a brand element.

The latter three (protectable, adaptable, and transferable) are more “defensive” and are concerned
with how the brand equity contained in a brand element can be leveraged and preserved in the face of
different opportunities and constraints.

1. MemorableBrand elements should inherently be memorable and attention-

getting, and therefore facilitate recall or recognition.

2. Meaningful: Specific information about particular attributes and benefits of the

brand.

General information about the nature of the product category.

Brand elements may take on all kinds of meaning, with either descriptive or
persuasive content.Two particularly important criteria

3. Likeability:How aesthetically appealing do consumers find the brand element? Is it inherently likable
visually, verbally, and in other ways? Concrete brand names such as Sunkist, Spic and Span and Firebird
evoke much imagery.

4. Transferable: Can the brand element be used to introduce new products in the same or different
categories? To what extent does the brand element add to brand equity across geographic boundaries
and market segments? Volkswagen chose to name its new SUV, Touareg, ater a tribe of colorful Saharan
nomads. Unfortunately, historically 6 they were also notorious slave owners, which created a negative
press backlash in the United States.

5. Adaptable: How adaptable and updatable is the brand element Betty Crocker has received over eight
makeovers through the years – although she is over 75 years old, she doesn’t look a day over 35.

6. Protectable. How legally protectable is the brand element? How competitively protectable? Can it be
easily copied? It is important that names that become synonymous with product categories – such as
Kleenex, Kitty Litter, Jell-I, Scotch Tape, Xerox, and Fiberglass – retain their trademark rights and not
become generic.

ABOUT THE COMPANY:

Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with
operations in 19 countries across Asia and Africa. Bharti Airtel since its inception, has been at the
forefront of technology and has pioneered several innovations in the telecom sector. Sunil Bharti Mittal
is the Founder, Chairman and Group CEO of Bharti Enterprises The company is structured into four
strategic business units - Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers
services in India, Sri Lanka and Bangladesh. The Telemedia business provides broadband, IPTV and
telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services
across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and
national and international long distance services to telcos.

BRANDING OF AIRTEL

Evaluation of Airtel Brand Elements

Memorability:

Easily recognized

Easily recalled

The brand elements of Airtel are memorable. It has no complexity in their brand elements. At least
people can easily recognize and recall the parent brand Airtel Bharati. Though its sub-brands are little bit
tough to recognize and recall. So we can say parent brand are highly memorable.

Meaningfulness:

Descriptive

Persuasive

Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. The
brand elements of Airtel have descriptive meaning and suggest something about the product category.

Likability:

Fun and interesting

Rich visual and verbal imagery

Aesthetically pleasing

Airtel uses its parent brand name in different font and style as their logo and symbol of parent brand.
Different brands of Airtel Bharti use different brand elements. Brand elements of Airtel are so much
likable. It is likable especially to the educated or to the brand loyal people.

Transferability:

Transferability within and across product category.

Transferability across geographic boundaries and cultures.

 Transferability means how useful is the brand elements for line or category extension. In general the
less specific the name, the more easily it can be transferred across categories. In that sense Airtel Bharti
is successful in terms of transferability. Because it already introduced other products that have been
accepted by the customers.

Adaptability:

Flexible

Updatable

The fifth consideration for brand elements is their adaptability over time. The brand Airtel is highly
adaptable and updatable. It was launched in 7 July 1995, and continuing by the same name. It doesn’t
have to face any problem to change or update the brand elements with the change of time.

Protectability:

Legally

Competitively

This is the final consideration of evaluation criteria. The brand elements of Airtel Bharti are protectable
both in a legal and a competitive sense because it is registered with the appropriate legal bodies and
vigorously defended trademark from unauthorized infringement.

Airtel Brand Awareness

For a brand to be successful, it must build enduring relationship with different audiences. Integral to this
relationship is the visual image of the brand the consumer carries in his/her mind.

The Airtel brand image is created through consistent application of a carefully developed visual identity,
which helps Airtel distinguish itself in a cluttered market. Airtel visual identity helps to create instant
brand recall and strengthens the relationship that it audience have with it. The 14 Airtel visual identity
has different elements that work together to create a strong and consistent for the brand.

The Airtel Logo

: The Airtel logo is a strong contemporary and confident symbol for a brand that is always ahead of the
rest. It is a specially drawn word mark.

The Airtel Image Style:

It corporate two solid, red rectangular forms whose counter forms create an open door way.

The Airtel Typographical Style :

The title lettering with its capital “A” is deliberately chosen to reinforce the brand’s leadership position.
The red dot on the letter form “I” cues Airtel’s focus on innovation.

The words “Express Yourself” are very much part of the Brand identity.

The Airtel Color Palette:

The lettering is gray so the pure black of the Airtel is visually unharmed.

Brand Slogan:
“Airtel has rolled out the bold campaign with the tagline 'Sab Kuch Try Karo, Fir Sahi Chuno””

Brand Associations:

Telecom major Bharti Televentures on Tuesday announced batting maestro Sachin Tendulkar as

its new brand ambassador.

Co-Branding:

Airtel’s Campaign

Delhi half marathon

Border-Gavaskar trophy

Indian fantasy league

Delhi golf tournament