BGMEA University of Fashion &

Technology (BUFT)

Course Code: AMM2103

Course Title: Brand Development Technique

Assignment
Topic: Brand Elements
Marketing Communication
Brand Equity Management

Submitted By Submitted To

211-052-111 S.M. Akterujjaman

211-053-111 Assistant Professor
211-070-111 Department of BBA
191-127-111 BUFT
191-159-111
MD.Mridul
ID: 211-053-111
What is brand?
The word brand is derived from the Old Norse word brands, which means “to burn”. According
to the American Marketing Association (AMA), whenever a marketers create a new name, logo
or symbol for a new product he or she has created a brand.
The term brand refers to a business and marketing concept that helps people identify a
particular company, product, or individual. Brands are intangible, which means you can't
actually touch or see them. As such, they help shape people's perceptions of companies, their
products, or individuals. Brands commonly use identifying markers to help create brand
identities within the marketplace. They provide enormous value to the company or individual,
giving them a competitive edge over others in the same industry. As such, many entities seek
legal protection for their brands by obtaining trademarks.

What is brand name?

According to McCarthy & Perreault, “A brand name is a word, letter, or a group of words or
letters”. “A brand name is the portion of a brand that can be expressed verbally, including
letters, words, or number”.
The brand name is one of the brand elements that help the customers identify and differentiate
one product from another. It should be chosen very carefully as it captures the key theme of a
product in an efficient and economical manner. It can easily be noticed and its meaning can be
stored and triggered in the memory instantly. Choice of a brand name requires a lot of
research. Brand names are not necessarily associated with the product. For instance, brand
names can be based on places (Air India, British Airways), animals or birds (Dove soap, Puma),
and people (Louise Phillips, Allen Solly). In some instances, the company name is used for all
products (General Electric, LG).

What are brand elements?

Brand elements mean those elements, features, or traits that differentiate a brand from others.
As mentioned earlier, the core purpose of these brand elements is to develop uniqueness in a
competitive market. These elements may include slogans, logo, taglines, brand name,
packaging, etc.
Moreover, these brand elements must have specific characteristics which you must consider
while developing brand elements.
How to Choose Brand Elements?
The selection of brand elements is undoubtedly an essential part of a company’s marketing mix.
That is because these elements have a decisive role to play in a company’s success or failure.
Generally, there are six main characteristics for choosing your band elements for your business.

Criteria for choosing brand elements

There are six criteria for brand elements:
1. Memorability= Any image or logo that is unforgettable will easily remain in the minds of the
consumers. It should be such that it can be promptly recalled by the consumers.
2. Meaningfulness= The brand element should have a meaning and be able to communicate
general or specific information about the product.
3. Likability= It is very important that the brand elements are liked by the consumers. They can
be interesting and entertaining as well. Brand elements can have images, colors, styles and
themes that are pleasing to the consumers.
4. Transferability= The fourth criterion is transferability of brand within and cross product
categories and cross geographic boundaries. Brand elements should be able to reach various
product categories and remain the same across the cultural and geographical regions.
5. Adaptability= This is also true in case of geographic and cultural differences, where the brand
elements should. be flexible enough to be accepted everywhere.
6. Protectability= The most important aspect is that the brand element like name, logo,
character, etc. must be legally protected. They should be registered with concerned governing
bodies.
AL Shahariar Hossein shato
ID: 211-070-111

Brand name taxonomy

The following are the different types of possible brand name taxonomy according to identity
experts Landor Associates -
1. Descriptive: Describes function literally; generally, unregistrable. For example: Singapore
Airlines, Global Crossing.
2. Suggestive: Suggestive of a benefit or function. For example, march FIRST, Agilent
Technologies.
3. Compounds: Combination of two or more, often unexpected, words. For example: RedHat
4. Classical: Based on Latin, Greek, or Sanskrit Sanskrit. For example: Meritor
5. Arbitrary: Real words with no obvious tie-in to company. For example: Apple
6. Fanciful: Coined words with no obvious meaning. For example: Avanade
Procedures to Select Brand
A number of different procedures or systems have been suggested for naming new products.
1. Define objectives: Define the branding objectives in terms of the six general criteria and in
define the ideal meaning the brand should convey.
2. Generate names: With the branding strategy, after defining the objectives, then generate
as many names and concepts as possible.
3. Screen initial candidates: From the generated names, screen all the names which match
the branding objectives and marketing considerations as well as apply the test of
common sense, to produce a more manageable list.
4. Study candidate names: Here the brand manager will study all the screened-out names.
5. Research the final candidates: Conduct consumer research to confirm management
expectations about the memorability and meaningfulness of the remaining names.
6. Select the final name: Based on all the information collected from the previous step,
management should choose the name that maximizes the firm’s branding and
marketing objectives and then formally register it.

Major considerations for brand

1. Brand Names: The brand name is an important choice because it often captures the central
theme or key associations of a product produced in a very compact and economical
fashion.
2. URLs (Uniform resource locators): URLs specify the locations of pages on the web and are
also commonly referred to as domain names.
3. Logos and symbols: Logos is a means to indicate origin, origin, ownership, ownership, or
association.
4. Characters: Characters represent a special type of brand symbol- one that takes on human
or real-life characteristics.
5. Slogans: Slogans are short phrases that communicate descriptive or persuasive information
about the brand.
6. Jingles: Jingles are musical messages written around the brand.
7. Packaging: Packaging is the activity of designing and producing containers or wrappers for
a product.

Overview of marketing communication options

1. Advertising: Advertising is any paid form of non-personal presentation and promotion of
ideas, goods, or services by an identified sponsor.
2. Sales Promotion: Sales promotion is a short-term incentive to encourage the purchase or
sale of a product or service.
3. Event marketing and sponsorship: Event marketing is public sponsorship of events or
activities related to sports, art, entertainment, or social causes.
 4. Publicity and Public Relations: Publicity is the promotional activities by the non-paid media
which tries to promote the company's products and services (without any payment).

Brand building blocks

There are six brand building blocks:
1. Brand salience: Brand salience measures awareness of the brand.
2. Brand performance: Brand performance describes how well the product or service meets
customers’ more functional needs.
3. Brand imagery: The other main type of brand meaning is brand imagery.
4. Brand judgments: Brand judgments are customers’ personal opinions about and
evaluations of the brand,
Abrar Labib
ID: 211-052-111
STEPS TO IMPLEMENT BRAND EQUITY
Step 1 – Identity: Build Awareness.
Begin at the base with brand identity. Build basic awareness of your brand. Make sure
customers recognize your brand and see it in the way you intend.

Step 2 – Meaning: Communicate What the Brand Means and What It Stands for.
Know what your brand means (“performance”) and what it stands for (“imagery”). Performance
describes how well your product meets customer needs. Imagery refers to the social and
psychological aspects of this. For example, a company that is genuinely committed to being
environmentally responsible will build loyalty from customers and attract employees who
identify with and support those values. You can develop greater brand meaning through
targeted marketing, word of mouth and positive direct customer experience.

Step 3 – Response: Reshape How Customers Think and Feel about the Brand.
Customers respond to your brand through judgments and feelings. Judgments relate to things
like quality, credibility, how relevant your product is to customer needs, and whether your
brand is superior to those of your competitors. Positive feelings could include warmth, fun,
excitement, security, social approval and self-respect.

Step 4 – Relationships: Build a Deeper Bond With Customers.

The most powerful – and difficult to attain – level in the brand equity pyramid is resonance. This
refers to building deeper customer relationships. Achieving this means that your customers
have formed a deep psychological bond with your brand. They make repeat purchases and they
feel an attachment to your brand or product. They might feel a sense of community with other
consumers and company representatives. And they can be actively engaged as brand
ambassadors by taking part in online chats, attending events or following your brand on social
media, such as Twitter or Facebook. That brand equity connection can be tremendously
valuable.