BRAND MANAGEMENT

Topic 5: Outline the brand elements that can be used to facilitate recognition and
recall, and discuss which criteria have been considered when selecting elements to
build and preserve brands. Illustrate your answer with examples.
According to chapter 4 (Pearson Education, 2013), the most basic brand elements that
can be used to facilitate recognition and recall, these are:
Brand Names: have a very significant position in the whole strategy of a
corporation. It is a very compact set included the centre theme and the key association of
a product. And it is also economical fashion. Once it closely tied to the product in the
mind of customers, then it is difficult to change for marketers or in the customer mindset.
The Brand Names also contains Naming guidelines function and Naming procedures
function.
Example: Honda, Mercesdes, Audi, Rolls Royce…
URLs (Uniform Resource Locators): is simply association links lead to a specific
locations on the website and it must be significant. The URLs main function is to help the
customer to recognize the organization and protect the brands from unauthorized use in
other domain names.
Example: http://ou.edu.vn/ is the home page of Open University. It contains many
smaller specific tag of Home page such as Education tag whereby Education has
University Education tag with association link (URLs) is
http://ou.edu.vn/qldt/Pages/default.aspx, Education After graduation with the URLs is
http://sdh.ou.edu.vn/... Most of the URLs have “ou.edu.vn” and these words help the
customer to recognize the Open University easily.
Logos and Symbols: can be shown as characters, image or mixed of them in a
distinctive form or abstract designs that may or may not related to the brands. They help
to increase the awareness of customer toward organization.
Example: FPT Corporation Logo and Apple Corporation Logo
 Characters: are simply known as the brand personality. It could takes on human
or real-life characteristics to represent for the Brand.
Example: The image of an friendly old man, Harland Sanders, also known as the founder
of KFC. It makes the customer feel comfortable. Therefore, friendly and comfortable are
the personality that closely tied to the brand in the customer’s mind.

Slogans: is an indispensable of any marketing program to summarize and translate

the intent of the whole program.
Example: “Coca-Cola cho Tết vẹn yêu thương” was the slogan of CocaCola in the Tet
holiday 2018.
Jingles: is the special musical messages or the association that can remind and
guide the customer to the brand.
Example: The jingles of Wall’s Ice cream carts

Packaging: is the outer shell of the product that the customer can easily
distinguish the company product with other product. It is also help the customer to better
understand what the company is selling.
Example: The Tipo packaging have the full wafer cream and a durian outside which is to
express the wafer cream product have the flavor of durian.
When selecting elements to build and preserve brands, there are 6 criterias that must be
considered:
1. Memorable: is about Do customer know and what do they know about our
company? Therefore, it is necessary to make our Brand easily recognized and
easily recalled.
For example, we can advertise frequently to increase apprearance.
2. Meaningful: our brand elements must be significant and describable whereby the
customer can easily visualize our organization. And they also have high
persuasive.
For example, Bitis’s with the slogan “Nâng niu bàn chân Việt” that the customer can
easily understand instantly the Vietnamese Brand Shoe and products are only designed
for Vietnameses.
3. Likable: The brand elements should be fun or interesting and also they need to be
rich visual and verbal imagery. Besides, asthetically pleasing would be an
advantage.
In example, The jingles openning of any song of Sơn Tùng MTP from 2018 make the
customer member straight to the MTP Entertainment company. The brand name “MTP
Entertainment” is designed soothing and refreshing.
 4. Transferable: the brand elements should be appropriate within and across product
categories and they could across geographic boundaries and cultures.
In example, Apple brand is just simply an black apple on a white background. It is simple
but flexible and suitable for AppleCo. to implement its main strategy, “Global
Standardization”.
5. Adaptable: The brand elements need to be flexible and updatable.
For example, VinGroupCo has a chain of brands such as VinMart, VinFast, VinCom,
VinPearl… Each brand name is created from “Vin” and 1 word relevant with the specific
industry. Whereby, whenever VinGroupCo want to expand to other business field, they
can just simply add Vin and 1 word relevant to it while the customer can still easily
recognize VinGroupCo.
6. Protectable: The brand elements must be legally and competitively. Once they are
figured out imitative with any other brand or have the sign of unfair competitive,
the customer may turn their back unsuspicious.
REFERENCE:
Pearson Education (2013). Chapter 4 Choosing Brand Elements to build Brand Equity.
Inc. Publishing: Prentice Hall.