Choosing Brand Elements to build Brand Equity

What are Brand Elements?
 Brand

elements are those trademarkable devices that serve to identify and differentiate the brand

Why are brand elements so carefully chosen?
 Enhance

brand awareness  Facilitate brand associations  Elicit positive judgments and feelings

Criteria for choosing brand elements…

Memorable
– Easily recognized – Easily recalled

Transferable
– Within/across categories (Line

Meaningful
– Descriptive (Product category) – Persuasive (Attributes and

and Brand extensions) – Across geographies/cultures (Non-meaningful names like Exxon translate well) (Nova)

benefits)

Adaptable
– Flexible – Updatable

Likable
– Fun/interesting – Rich imagery – Aesthetically pleasing

Protectable
– Legally – Competitively (Should not be

easily copied)

Brand elements
 Name

How is this for a name?

Very popular outlet in Kanpur. Shown in Bunty aur Babli

This?

This?

Or these names?
 MTV

‘Bakra’  Soul Fry  Mouthshut.com  Monster.com  Coke  FCUK

“Any name can be used….”

Provided that there is a consistent effort over time to give meaning to this name….
Kapferer

Savour this….
“…. curiously, history teaches that the choice of succesful brand names owes more to intuition, misplaced belief and naivety than to meticulous strategic planning” (SONY, Volkswagen)
Barrie Blake Coleman “Brand Names & Product Dynasties”

The Frooti dilemma

The Pizza Hut dilemma?

The Pizza Hut dilemma?

Brand Naming Guidelines
 Brand

awareness – Simplicity and ease of pronunciation and spelling – Familiarity and meaningfulness – Differentiated, distinctive, and uniqueness

Brand Naming Guidelines
 Brand

associations – The explicit and implicit meanings consumers extract from it are important. In particular, the brand name can reinforce an important attribute or benefit association that makes up its product positioning

Brand Naming Procedures
 Define

objectives  Generate names  Screen initial candidates  Study candidate names  Research the final candidates  Select the final name

Brand elements
 Logos

& Symbols

Also called Symbols

Characters

Brand elements
 Numbers

(Maruti 800, Levi’s 501, James Bond 007, Nokia 1100)  Packaging

Brand elements
 Sound:

Harley Davidson

Brand elements
 Sensation:

Dettol - ‘burning’ sensation and smell  Slogan (Connecting people, Kuch meetha ho jaye)  URL (Uniform Resource Locator) – Domain name e.g. Amazon.com  Spokespeople  Jingles

Putting It All Together
 The

entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image  The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent

Reading
 Strategic

Brand Management by Kevin Lane Keller. Chapter 4

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