Choosing Brand Elements
to build Brand Equity
Chapter : 4
Rahma Akhter
BRAC Business School
BRAC University
INTRODUCTION
Brand elements, sometimes called brand identities, are
those trademarkable devices that serve to identify and
differentiate the brand.
The main brand elements are
•Brand name
•Logo
•Color
•Slogan
•Jingle
•Package
Criteria
1. Memorabiltiy
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability
Criteria
Memorable
□ Easily recognized
□ Easily recalled
Meaningful
□ Descriptive
□ Persuasive
Criteria
Likable
□ Fun & Interesting
□ Rich visual & verbal
imagery
□ Aesthetically pleasing
Criteria
Transferable
□ Within & across product boundaries
□ Across geographic boundaries & cultures
Criteria
Adaptable
□ Flexible
□ Updateable
Updating Xerox
Criteria
Protectable
□ Legally – registered trade mark
□ Competitively
Memorability
A necessary condition for building brand equity is
achieving a high level of brand awareness. Towards that
goal, brand elements can be chosen that are inherently
memorable and therefore facilitate recall and/or
recognition in purchase and/or consumption setting. In
other words, the intrinsic nature of certain names,
symbols, logos, and the like-their semantic content,
visual look, and so on-may make them more memorable
and therefore contribute to brand equity.
Meaningfulness
Beside choosing brand elements to build
awareness, brand elements can also be chosen
whose inherent meaning enhances the formation
of brand associations. Brand elements may take on
all kinds of meaning, varying in descriptive, as well
as persuasive, content.
Adaptability
The fourth consideration concerns the adaptability of
the brand element over time. Because of changes in
consumer values and opinions, or just because of a
need to remain up-to-date or contemporary, brand
elements often must be updated over time.
Protectability
The sixth and final general consideration concerns the
extent to which the brand element is protect able -
both in a legal and competitive sense.
BRAND NAMES
The brand name is a fundamentally important
choice as it often captures the central theme or
key associations of a product in a very compact
and economical fashion. Brand names can be an
extremely effective “shorthand” means of
communication.
Criteria for selecting an Effective
Brand Name
Easy to say Easy to spell Easy to recall
Mnemonic EFFECTIVE
Quality BRAND NAME
Communicate Legal Be
s protection, Distinctive,
Product uses, & consider No Negative
benefits media usage connotations
Wyborowapolish Vodka
NAMING PROCEDURES
□ Define the branding objectives in terms of the six general
criteria noted above.
□ Generate as many names and concepts as possible
□ Brand names must be screened based on the branding
objectives and marketing considerations.
□ Collecting more information on each of the final 5/10
names
□ Need to confirm management expectations as to the
memorability and meaningfulness of the names.
□ Finally selecting a name.
Popular types of Brand Names
United Parcel General
Service Electric
Walt and Roy Bill Hewlett
Disney and
David
Packard
The owner’s or founder names Fabricated word names/Acronym
Greek Mythology
Nike the goddess of Geographically anchored names
Victory
Personification Alliteration and Rhyme
"Volvere" is the infinitive form of
the verb
"roll" in Latin
I
Neologisms/
Roll
New Words
Foreign Word
Coca Kola
leaves nuts Xerograp
hy
Xeros (dry) and Graphos
Digestive enzyme
(writing)
Pepsin
Descriptive names
Color
Logo
□ A logo is an iconic symbol, graphic mark or emblem designed
to represent a company, product or service. It also depicts
an organization's personality.
□ Set in a special typeface, it is a graphic element, symbol, and
icon of a trademark or brand, which are the shapes, colors,
fonts and images usually different from others in a similar
market.
Tell me and I will forget, show me and I will
remember, involve me and I'll understand. “
(Confucius)
LOGOS AND SYMBOLS-BENEFITS
□ Logos and symbols are often easily recognized.
□ Easily transferable well across cultures.
□ Logos can be relevant and appropriate in a range
of product categories.
□ Unlike brand names, logos can also be changed
over time.
Types of
Logos
Text Logos
Symbol
Logos
Text and Symbol Logos
Guidelines for selecting a logo design
□ Your logo should be compatible with your image
□ Your logo design should be simple
□ Your logo should be unique and recognizable
□ Typography is Crucial
□ Does your logo design work in Black & White?
□ Number of Colors
□ Have you thought about your tagline?
Character and Mascots:
emotional connectivity
□ Characters represent a special type of brand symbol-one
that takes on human or real life characteristics
□ Character branding personalizes the relationship between
the individual consumer and the organization through the
dynamic personality of a graphic character who represents
the organization’s or product’s values and overall
characteristics
□ Mascot is a person or animal or thing that is supposed to
bring luck to its users.
Ajiv Rao, executive creative director,
O&M says: real yet different, strange
yet simple, warm and lovable. All the
specific product stories and services
get told in this world of Zoozoos,
making the messages more
charming.”
relationship
personality
□ Cricket Alerts
□ Beauty Alerts
Product values □ Phone Backup
□ Live Games
□ Musical Greetings…
so on
Benefits of mascots
The benefits are numerous to marketers that are
serious about establishing personality for their
brands. A strong mascot marketing effort will:
□ Create media exposure and excitement,
□ Generate goodwill for the brand,
□ Act as an ambassador for the brand by providing
a voice for the company's social conscience,
□ Provide tie-in identification at point-of-sale (the
mascot boldly featured on packaging, in-store
merchandising)
Tagline
A tagline is a short, powerful phrase
that is associated with your company
name. It represents the tone and
feeling you want for your products or
services. It is often part of your
company graphics e.g. the logo and
letterhead. It stays with you all the
time. It'll only change when you want
to totally redefine your company. In
many cases the tagline becomes so
well known that it is instantly
recognizable.
•Example of Disneyland’s tagline: The
happiest place on Earth.
Slogan
The word slogan comes from the Scottish word meaning, “battle
cry.”
Slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of
drawing attention to one or more aspects of a product.
Slogan
A slogan is slightly different. It’s also a few
words that bring your company to mind, but
are intended to be less long lasting. The word
slogan comes from a Scottish word meaning
"battle cry." Your slogan goes with the battle
you are waging right now. That means
slogans are often used only for one product,
or one campaign. A slogan may change
regularly according to your campaigns to
"Where dreams
advertise a specific aspect of a product or
service, while a company tagline is used
come true"
consistently for a company as a whole. "I'm going to
Because slogans change often, they are Disneyland”
usually current and modern. It gives an "Where the
impression of being new and trendy. Some magic began"
marketers refer to slogans as product "Happiest
taglines, as opposed to company taglines. homecoming on
Example of Disneyland’s slogans from some
Earth"
of its campaigns
5 Elements of a Great Slogan
□ 1. It's to the Point
□ 2. It's Memorable
□ 3. It Shares Your Vision
4. It Includes Your Name
5. It's Believable
Jingle
□ Jingles are musical messages around the brand. They are
the extended musical slogans.
□ Jingles are memorable tune with lyric broadcast used in
radio and television commercials, which are intended to
convey an advertising slogan.
https://www.youtube.com/watch?v=trU-XxUqoFQ
JINGLE-BENEFITS
□ Advertising jingles are just as important as having a
graphic logo that identifies your business. Audio images
provide lasting identity even more powerful than print.
Your customers will be singing your song.
□ Jingles convey core product attributes through catch-
phrase or choruses.
PACKAGING
□ Packaging is the activities of designing and producing
containers or wrappers for a product.
□ Packaging can be described as a coordinated system of
preparing goods for transport, warehousing, logistics, sale,
and end use. Packaging contains, protects, preserves,
transports, informs, and sells
Alibaba and 40 thieves
Levels of
Packaging
Secondary Packaging Primary Packaging
Shipping Carton
PACKAGING -OBJECTIVES
□ Identify the brand
□ Convey descriptive or persuasive information
Facilitate product transportation and
protection
Assist at home
storage
Aid product consumption
PACKAGING-INDICATORS OF TARGET MARKET
PACKAGING- BENEFITS
□ It helps build brand equity directly through points
of difference created by functional or aesthetic
elements of the packaging or
□ Indirectly through the reinforcement of brand
awareness and image.
Types of Packaging
Beverage packaging Packaging for Bulbs
Candies and sweet packaging
Packaging for
Toys
Medicine Packaging for
packaging Tobacco
coffee
Baking soda
Food
packaging
Cosmetic and Toiletries Packaging
Point of sales display packaging
Miscellaneous packaging
Brand Elements
Packagin
Name Color Logo Mascot Slogan Jingle
g
Choice Criteria
1
Memorability
.
2
Meaningfulness
.
3 Likability
4 Transferability
5
Adaptability
.
6
Protect ability
.
CONCLUSION
□ Different brand elements have different strengths
and weaknesses .
□ It is important to “mix and match” by choosing
different brand elements to maximize their
collective contribution to brand equity.
CONCLUSION
□ Brand elements are □ Brand elements
“mixed” by choosing are “matched”
different brand □ By designing
elements to achieve some brand
different objectives. elements to be
mutually
reinforcing and
sharing some
meaning.
AT A GLANCE
□ Brand name: Mr. Clean Meaningful
(descriptive
and
persuasive)
□ Logo :
□ Packaging and color
AT A GLANCE
□ Mascot
muscular
Tanned
Bald
AT A GLANCE
□ Jingle
Mr. Clean gets rid of dirt and grime
And grease in just a minute
Mr. Clean will clean your whole house
And everything that's in it
■ Verse #1:
Floors, doors, walls, halls
White sidewall tires and old golfballs
Sinks, stoves, bathtubs he'll do
He'll even help clean laundry, too.
Verse #2:
Can he clean a kitchen sink?
Quicker than a wink.
Can he clean a window sash?
Faster than a flash.
Can he clean a dirty mirror?
He'll make it bright and clearer.
Can he clean a diamond ring?
Mr. Clean cleans anything.
