Brand Elements

Brand Elements
Thetrademarkabledevicesthatserveto identifyanddifferentiatethebrand. BrandElements:
BrandName URLs Logos Slogans&jingles Spokesperson Character&symbols

Functions of Brand Elements

AccordingtoKellerBrandelements contributes: Toimprovebrandawareness Toformstrong&uniquebrandassociation Toelicitpositivebrandfeelings

How marketer choose brand elements..?

Keller'ssuggestedsixcriteriaforbrand elements:
Memorability Meaningfulness Likability Transferability Adaptability Protectability

Keller's view on criteria for brand elements..?

Criteria&theirstrategiccontribution
Memorability Meaningfulness Likability Transferability Adaptability Protectability

PartofOffensive Strategy

PartofDefensive Strategy

Criteria & their strategic contribution

Memorability Meaningfulness Likability

BrandElementshould be
Easilyrecognized Easilyrecalled

Helpsinpromoting brandinconsumption settings

Criteria & their strategic contribution

BrandElementshouldbe Descriptive Persuasive Descriptive Alinkagebetweenbrand &itsproductcategory Helpsinawareness Persuasive Keyattributesofbrand Helpsinpositioning

Memorability Meaningfulness Likability

Criteria & their strategic contribution

Memorability Meaningfulness Likability

BrandElementshouldbe
Fungenerating& interesting RichinVisual&verbal imagery

Criteria & their strategic contribution

Transferability Adaptability Protectability

BrandElementshouldbe
Usefulforextentions Cultural&linguistic quality

Criteria & their strategic contribution

Transferability Adaptability Protectability

BrandElementshouldbe
Needspecificrather specificationoriented

Criteria & their strategic contribution

Transferability Adaptability Protectability

BrandElementshouldbe
Legallyprotectable Competitivelyprotectable

Exercise
Criterion BrandName orURL Memorable Meaningfulnes s Likability Transferability Adaptability Protectability BrandElements Logoor Symbol Characteror spokesperso n Sloganor jingles

Thanks!