MBA SEM 3

Module III

ELEMENTS TO BUILD EFFECTIVE BRANDS

 MBA SEM 3
Module III

ELEMENTS TO BUILD EFFECTIVE BRANDS

Course Contents

Criteria to Choose Brand Elements

Creation of Brand Personality

Brand Personality Scale

Brand Image Sources

Brand Identity Dimensions

 Module III

ELEMENTS TO BUILD EFFECTIVE BRANDS

Uniform Resource Locator

 Module III

ELEMENTS TO BUILD EFFECTIVE BRANDS

WHAT IS BRAND BUILDING ??

Enhancing a brand's equity directly through advertising campaigns and indirectly

through promotions such as cause championing or event sponsorship.

Brand Building is generating awareness, establishing and promoting company using

strategies and tactics.

In other words brand building is enhancing brand equity using advertising

campaigns and promotional strategies.

Branding is crucial aspect of company because it is the visual voice of the company.
 Brand Elements

• Brand elements
are those
trademarkable
devices that
identify and
differentiate the
brand.
BRAND ELEMENTS CHOICE CRITERIA

• There are six main

criteria for
choosing brand
elements.
 The first three-

• Memorable
• Meaningful
• Likable- are
“brand
building”
 The latter three-
• Transferable
• Adaptable
• Protectable- “defensive” and deal with how to leverage and
preserve the equity in a brand element in the face of
opportunities and constraints.
 MEMORABLE
• How easily is the
brand element
recalled and
recognized.
Short brand names.
 MEANINGFUL
• Is the brand
element credible
and suggestive of
the corresponding
category.
Inherent meaning.
 LIKABLE
• How aesthetically
appealing is the brand
element.
Concrete brand names.
TRANSFERABLE
• Can the brand element be used to
introduce new products in the
same or different categories.
Brand equity across geographic
boundaries and market segments.
 ADAPTABLE
• How adpatable and updatable
is the brand element.
Changed to synchronize with
the changing consumer
perceptions and preferences.
 PROTECTIBLE
• How legally protectible is the
brand element. How
competively protectible.
Names that become synonymous
with product categories.
 Creation of 'Brand Personality‘?
What is 'Brand Personality‘?

Brand personality is a set of human characteristics that are attributed to

a brand name.

A brand personality is something to which the consumer can relate; an effective

brand increases its brand equity by having a consistent set of traits that a specific
consumer segment enjoys.

This personality is a qualitative value-add that a brand gains, in addition to its

functional benefits.

There are 5 main types of brand personalities:

Excitement,
Sincerity,
Ruggedness,
Competence and
Sophistication.
 Creation of 'Brand Personality‘

Customers are more likely to purchase a brand if its personality is similar to their own.

Examples of traits for the different types of brand personalities are as follows.

1.Excitement is synonymous with a carefree, spirited and youthful attitude.

2.Sincerity is highlighted by a feeling of kindness, thoughtfulness, and an orientation toward family
values.
3.Ruggedness is thought of as rough, tough, outdoorsy and athletic.
4.Competence, in the mind of a consumer, is considered to be successful, accomplished and influential,
highlighted by leadership.
5.Sophistication makes a brand seem elegant, prestigious and sometimes even pretentious.

Dove, for example, chooses sincerity as its brand personality. This allows the company to attract
feminine consumers.

A company's brand personality should not be confused with its imagery. A company's imagery is a
series of creative assets that communicates the tangible benefits of its brand. Conversely, a firm's
brand personality directly creates an emotional association in the mind of an ideal consumer group.
'Brand Personality Scale‘
'Brand Personality Scale‘
'Brand Personality Scale‘
'Brand Personality Scale‘
'Brand Personality
'Brand Personality