Sie sind auf Seite 1von 13
Brand Elements

Brand Elements

Brand Elements • The trademarkable devices that serve to identify and differentiate the brand. •

Brand Elements

The trademarkable devices that serve to identify and differentiate the brand.

Brand Elements:

Brand Name

URLs

Logos

Slogans & jingles

Spokesperson

Character & symbols

Functions of Brand Elements According to Keller Brand elements contributes : • To improve brand

Functions of Brand Elements

According to Keller Brand elements contributes :

To improve brand awareness

To form strong & unique brand association

To elicit positive brand feelings

How marketer choose brand elements ? • Keller's suggested six criteria for brand elements: –

How marketer choose brand elements ?

Keller's suggested six criteria for brand elements:

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Keller's view on criteria for brand elements ? Criteria & their strategic contribution – Memorability

Keller's view on criteria for brand elements ?

Criteria & their strategic contribution

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikability

TransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

PartPart ofof OffensiveOffensive StrategyStrategy
PartPart ofof OffensiveOffensive
StrategyStrategy
PartPart ofof DefensiveDefensive StrategyStrategy
PartPart ofof DefensiveDefensive
StrategyStrategy
Criteria & their strategic contribution – Memorability Memorability – Meaningfulness Meaningfulness –

Criteria & their strategic contribution

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikability

Brand Element should be

Easily recognized

Easily recalled

Helps in promoting brand in consumption settings

Criteria & their strategic contribution – Memorability Memorability – Meaningfulness Meaningfulness –

Criteria & their strategic contribution

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikability

Brand Element should be

Descriptive

Persuasive

Descriptive

A linkage between brand & its product category

Helps in awareness

Persuasive

Key attributes of brand

Helps in positioning

Criteria & their strategic contribution – Memorability Memorability – Meaningfulness Meaningfulness –

Criteria & their strategic contribution

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikability

Brand Element should be

Fun generating & interesting

Rich in Visual & verbal imagery

Criteria & their strategic contribution • Brand Element should be – Transferability Transferability –

Criteria & their strategic contribution

Brand Element should be

TransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

Useful for extentions

Cultural & linguistic quality

Criteria & their strategic contribution – Transferability Transferability – Adaptability Adaptability –

Criteria & their strategic contribution

TransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

Brand Element should be

Need specific rather specification oriented

Criteria & their strategic contribution • Brand Element should be – Transferability Transferability –

Criteria & their strategic contribution

Brand Element should be

TransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

Legally protectable

Competitively protectable

Exercise Criterion Brand Elements Brand Name or URL Logo or Symbol Character or spokesperso n

Exercise

Criterion

Brand Elements

Brand Name or URL

Logo or

Symbol

Character or spokesperso

n

Slogan or

jingles

Memorable

Meaningfulnes

s

Likability

Transferability

Adaptability

Protectability

Thanks…!

Thanks…!