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Brand Elements
Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage
Criteria
1.
2. 3.
4.
5. 6.
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
Criteria
Protectable Legally registered trade mark Competitively
Descriptive Singapore Airlines, Hit, Gati, Ivory Suggestive suggests a benefit or function Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal Classical based on Greek, Latin or Sanskrit words Arbitrary no relationship with the company/Product Apple Computers, Camel
Brand Names
Compound
RedHat PriceWaterhouse Coopers
Fanciful (imaginative
words) Vodafone Wochardt
Classical
Brand Linguistics
Phonics
alliteration (Coca-Cola)
Orthographic
Morphologic
Semantic
3.
Corporate names & Trademarks Coca-Cola, Nestle, Tata, Maruti, Johnson & Johnson Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings Many logos fall between these 2 extremes Ralph Laurens polo player, Playboys Bunny, McDonalds Golden Arch, Apple Logo
Benefits
Visual nature of logos & symbols easy recognition & recall Versatile- can be updated transferred across cultures Can be appropriate for a range of product categories-Surf, Dettol, Lux
Characters
A symbol that takes on human or real life characteristics McDonalds Ronald Disney Characters Asian Paints Gattu Pillsbury Doughboy Kellogg's Bear Frosted Flakes -Tony the Tiger Duracell Bunnies Hush Puppies
Benefits
Enhance brand personality & build relationship with customers Disney for kids Valuable Licensing properties Barbie dolls, Spiderman, Superman etc., All Disney Characters Can be updated to suit the changing times
Slogans
Short phrases that contain descriptive or persuasive information Adds verbal reinforcement Design of slogans
TO build awareness and image Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi) Find out contribution of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that
Updation of slogans
Slogans
Just Do it When it absolutely positively has to be there overnite No more tears Diamonds are forever We try harder On time every time
Benefits
Often rich and colorful attention getting and help in creating brand awareness Help Brands in breaking through the clutter in the market Communicate a key product benefit reliability, speed Sprint telecom
Jingles
Musical easy recall - Airtel Reinforce brand positioning and enhance PODs or POPs Useful when designing Ad campaigns
Packaging
Identify the brand strong brand association with packaging style of company Convey descriptive & persuasive information Facilitate product transportation & protection & storage Assist at-home storage (bottles and refill)
Packaging
Aid Product consumption (screw-on cap in soft drink) Color vocabulary (product and category) Innovations can boost sales Soft drink cans, 2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets enhance product usage & consumption
Packaging
Heineken beer green bottle Cadbury- purple Kit-Kat red Kodak films yellow Pepsi - blue
Packaging Essentials
Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management