Dr Buston CHU

MKTG3512

Brand
Management 2nd Semester 2022-23
Week 4
Chapter 4
Identify the different types of brand elements

List the general criteria for choosing brand

elements

Describe key tactics in choosing different

brand elements

Explain the rationale for “mixing and

matching” brand elements

Highlight some of the legal issues surrounding

brand elements
1.
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2.
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3.
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4.
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▪
5.
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6.
▪
▪
 Brand Names

URLs

Logos & Symbols

Characters

Slogans

Jingles

Packaging
▪

•
 Shanghai Tang HSBC CJ Hang Seng Bank
Cathay Pacific HTC BYD Hanjin
Hutchison Whampoa
City’super Tencent
Prudential Yunnan Baiyao
Pampers Haier
PARKnSHOP Smarties
PlayStation Bridgestone Hyundai
Pep Boys Raid Vitasoy
Ctrip Shiseido Speedo
Alibaba Rubbermaid Smucker’s
Epson Ajinomoto
Asus Sony Honda
 Morpheme
Smallest linguistic unit
having meaning.
▪
Plosives
The letters b, c, d, g, k, p,
▪ and t.

▪
Sibilants
Sounds like s and soft c.
▪
 Screen Study Research
Define Generate Select the
initial candidate the final
objectives names final name
candidates names candidates
▪

www.gap.hk
▪
www. Childrenswear.co.uk

▪
▪ Indicate origin, ownership, or association
▪ Range from corporate names or trademarks written in a distinctive
form, to abstract designs that may:
▪ Be completely unrelated to the corporate name or activities
• Easily recognized

• Versatile
• Abstract

• easily
adapted over time
▪ Special type of brand symbol
• One that takes on human or real-life
characteristics

▪ Introduced through advertising and

can play a central role in ad campaigns
and package designs
Benefits:
▪ Attention getting for creating brand awareness.
▪ Break through marketplace clutter and communicate
a key product benefit.
▪ The human element enhance likeability and help
create perceptions of the brand as fun and interesting.
▪ More easily to form relationship with a brand.

Brand characters do not typically have direct product meanings

therefore they can be transferred relatively easily across product
categories.
Cautions
▪

▪
▪ Short
descriptive persuasive

▪ “hooks” “handles”

▪ summarizing
translating intent

Brand Slogan ≠ Brand Mantra

▪ brand awareness

▪
descriptive or persuasive
 “Nothing comes between me
and my Calvins”

Designing slogans
▪ Slogans should be designed in
such a way that they contribute
to brand equity in multiple
ways.
▪ Slogans also can contain
product-related messages and
other meanings.
 2006 – The Coke Side of Life
2009 – Open Happiness
2011 – Life Begins Here

2001 – Life Tastes Good

2003 – Coca-Cola… Real
▪
2005 – Make it Real

1990 – You Can’t Beat the Real Thing

▪ 1993 – Always Coca-Cola
2000 – Coca-Cola. Enjoy
▪ 1971 – I’d Like to Buy the World a Coke
1979 – Have a Coke and a Smile
1985 – We’ve Got a Taste for You
1956 – Make Good Things Taste Better
1886 – Drink Coca-Cola 1959 – Be Really Refreshed
1917 – 3 Million a Day 1963 – Things Go Better with Coke
1923 – Enjoy Thirst
▪

▪
▪

•
•

•
•
▪

point of difference
higher margin
▪
new market segments
▪
shopping behavior
sales
Point of purchase
▪

Augmented Reality
(AR) 3-D display of
products

Interactive
games at POS
▪ costs demand
▪ recyclable materials
▪ edge
▪ sales boost
Package Designing
• Integral part of product development and
launch.
• Specialized package designers bring artistic
techniques and scientific skills to package
design.
• Packaging color affect consumers’.
Packaging changes
▪ Firms change their packaging:
▪ To signal a higher price, or to more effectively sell
products through new or shifting distribution
channels.
▪ When a significant product line expansion would
benefit from a common look.
▪ To accompany a new product innovation to signal
changes to consumers.
▪ When the old package looks outdated.
▪
▪
 Each brand element
Cohesiveness plays a different role
of the brand in building brand
Entire set of identity depends equity, so marketers
brand elements on the extent to
makes up the should “mix and
which the brand
brand identity elements are match” to
consistent maximize brand
equity
33% 95%
29% use 1 or 2
colour

5%
28% 13% use >2 colour
 42% 14% 14%

< 25% choose Warm Colour

8% 5% 3%
 57% 14% 9%

Female’s choice

35% 23% 14%

▪ • Increases
metabolism, a
▪
surge of energy
• Strain eyes/ cause
▪
eye fatigue, makes
▪ babies cry
▪

▪
▪ • Associated with
▪ water & peace
▪ • Most preferred by
▪ man
▪
• Most used in office
▪
• Associated with
▪
water & peace
▪
▪
• Encourages to think
outside the box, to
▪
be productive and
▪ boost performance

▪
▪
• Evokes strong
▪
emotion
▪
• Enhances the
▪
brain’s attention to
▪
detail
• Associate with
▪ danger & decrease
▪ motivation
▪ • hunger/ increase
▪ appetite
▪ • attractiveness,
▪ creates a sense of
▪ urgency
▪ • Promotes inner
▪ tranquility
▪
• Connects the mind to
▪ thrust & good health
▪
• Used in eco-friendly
▪
companies & businesses
▪
revolving around
▪ agriculture, recycling,
▪ landscaping, gardening,
▪ solar power
▪
• Green labels sell more
▪ than red labels (Harvard
study)
▪
▪ • Lively color that
▪ excites the brain
• Cause a person to
▪
become
▪
enthusiastic
▪
• cause a person to
▪
become vigilant
▪
• Used in food, art
▪
sports industries
▪
▪
▪

▪
▪ • Signify love,
▪
femininity &
womanhood
▪
• Used in beauty &
▪ fashion
▪ • Applied in jail cell
to calm down
prisoners (inspired by
Canada School Study)
▪ • Provokes elitist
▪ thoughts
▪
▪ • Used to represent
▪ religious institutes &
▪
▪ educational
▪ organizations
▪
▪ • Creative, unafraid of
▪ stepping outside the
▪ norm, happy to be
seen as unique
▪
▪
▪ • Used to target
▪ higher-end
▪ audience
▪ • Represents death
▪ & mourning
• Symbolized life &
▪ rebirth (Ancient
Egyptian)

▪
▪
▪
▪ • A symbol of peace
& spaciousness
▪
• Used in hospitals,
▪ clinics
▪ • reflects simple life,
strong attention to
▪ detail, possibly
▪ perfectionist

▪
▪ • Inspire people to
be passive,
▪
uninvolved
▪

• Calm • Used in tech-

• Cool related brands
• Elegant
• Futuristic, possibly
detached
 Brightness
Intensity

Saturation