Running head: MMGP BRAND ELEMENTS 1

MMGP Brand Elements

BUSI 520 Strategic Marketing Management

Liberty University
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MMGP Brand Elements

Describe which brand elements would be most useful for differentiating your

product/services brand from the competition.

Ataman, Mela, and Van Heerde (2008) describe the brand elements as items that

distinguish, separate, and characterize a brand. These devices may include: images, mottos,

packaging designs, mascots, brand names, and distinctive sounds. Brand elements have an

important function for the marketer. Natural competition will compel consumers to evaluate

comparable companies to each other. Therefore, it is critical that the competing companies

develop strategies to differentiate themselves from each other. The fast food market is highly

competitive due to the ease of entry into the marketplace and the desire for consumers to eat on

the run. While Taco Bell (TB) is ranked number one in fast, Mexican-style fast-food at almost

62% of the market, it still encounters completion from Chipotle, which holds over 25% of the

market (Krol, 2014).

Knowing the importance of brand elements, it should be evident that the choice of

elements is critical. Kotler and Keller (2016) state There are six criteria for choosing brand

elements. The first threememorable, meaningful, and likableare brand building. The

latter threetransferable, adaptable, and protectableare defensive and help leverage and

preserve brand equity against challenges (p. 309). TB marketing has done a great job with

selecting brand elements. The newly updated logo consists of block letters and the bell logo in

black and white. The TB logo contains the flagship bell, and is meaningful and memorable; the

bell represents the founder of TB, Glen Bell and the word taco. Simple, likable, and

unforgettable; this simple and modern update caters to the young, trendy crowd, and the white

background can be easily changed to any color or pattern. A critical characteristic of marketing
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a company is the ability to differentiate it from the competition. The creation and development

of a brand is fundamental to a successful marketing strategy. The brand is the key component,

the link that ties a customer to the company.

TB marketing has initiated several noteworthy branding campaigns. The introduction

and use of a Chihuahua was a notable effort, as was the mantra, Think outside the bun, to the

current Live Mas (Morrison, 2013, para. 7). The term Live Mas has been in use since 2012

and has become TBs signature catch phrase. The motto is mentioned in every advertisement the

company produces: Twitter, Facebook, posters, TV commercials, and magazine ads. This

integrated marketing communication promotes imbedding of the term into the consumers

psyches. In turn, when hunger strikes, Live Mas is associated with a fast, tasty, and inexpensive

solution to the need.

The transferability of the brand is evident in regards to the multiple target markets TB

employs. Millennials, health-conscious consumers, and value seekers all enjoy TB products, and

the brand is popular in both urban and rural areas. The adaptability of TB is shown in both the

partnerships with suppliers and the introduction of new items. TB worked with Frito-Lay to

create the distinctive Dorito Locos Taco (Carr, 2013), and on average, TB introduces a new

product every five weeks (Ringen, 2016). The criteria of protectability has been well covered by

the marketers at TB. The use of trademark rights to several unique products such as the Dorito

Locos Taco, Live Mas, Think outside the bun, and Crunchwrap were all developed and protected

by TB. These terms are proprietary creations that are all connected with the TB brand among

numerous customers.
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References

Ataman, M., Mela, C., & Van Heerde, H. (2008). Building brands. Marketing Science, 27(6),

1036-1054. Retrieved from http://www.jstor.org/stable/40057162

Carr, A. (2013). The hard sell at Taco Bell. Fast Company, (177), 36-38.

http://ezproxy.liberty.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&

db=bth&AN=88193590&site=ehost-live&scope=site

Kotler, P. & Keller, K. L. (2016). Marketing management (15th ed.). Boston, MA: Pearson.

Krol, C. (2014). Market share trends. Nation's Restaurant News, 48(12), 32+. Retrieved from

http://bi.galegroup.com.ezproxy.liberty.edu/global/article/GALE%7CA374101951/afc5cf

3073b5ae33d0cb1df6a9d51768?u=vic_liberty

Morrison, M. (2013). Marketer of the year 2013. Advertising Age, 84(30), 15. Retrieved from

http://ezproxy.liberty.edu/login?url=http://search.proquest.com.ezproxy.liberty.edu/docvi

ew/1430276727?accountid=12085

Ringen, J. (2016). For combining corn, beans, meat, and cheese into genius. Fast Company,

(203), 46-116.