CHOOSING BRAND ELEMENTS

TO BUILD BRAND EQUITY CHAPTER 4

BRAND ELEMENTS CHOICE CRITERIA:
GENERAL CONSIDERATIONS
Memorable Marketer’s Attention getting, easy
offensive recognized and recall
Meaningfulness strategy Descriptive or persuasive
and build content
brand equity
Likability Fun & Interesting,
Aesthetics
Transferability Defensive role Within & Across Product
for leveraging Categories, Across
and Geographical Boundaries
maintaining & Cultures
Adaptability brand equity Flexible & Updateable
Protectability Legally, Competitively
TYPES OF BRAND ELEMENTS
Logos and
Brand URLs
Names Symbols

Characters Slogans Jingles

Packaging
TACTICS FOR BRAND ELEMENTS

A variety of brand elements can be chosen that inherently

enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
• Brand names
• URLs
• Logos and symbols
• Characters
• Slogans
• Packaging
BRAND NAMES

In the process of brand development, brand name selection

should be one of the most important and well-thought out
of activities, since the brand name is most closely
associated with the success of a product.

A distinctive and memorable brand name can lead to

triumph on the shelf and is the major contributor to the
product’s longevity.

Alpenlibe – jee lalchaye raha na jaye - it was launch in

1995 by Perfetti Van Melle (India)
BRAND NAMING GUIDELINES
Brand awareness
 Simplicity and ease of pronunciation and spelling
 Familiarity and meaningfulness
 Differentiated, distinctive, and uniqueness
Brand associations
 The explicit and implicit meanings consumers extract
from it are important. In particular, the brand name can
reinforce an important attribute or benefit association
that makes up its product positioning.
BRAND NAME TAXONOMY
1. Descriptive – when the brand name describes the function of
the brand literally. (Jet Airways)
2. Suggestive – suggest function or benefit. (Fair & Handsome)
3. Compounds – combination of two or more, often, unexpected
words. (Red Bull)
4. Classical – when Latin, Greek, Sanskrit words are used.
(Maruti Suzuki)
5. Arbitrary – real words with no obvious tie-in (Beetle, Apple,
Dove, Kingfisher)
6. Fanciful – coined words with no obvious meaning. (Nirma)
URLS
• URLS (uniform resource locators) specify locations of
pages on the web and are also commonly referred to as
domain names.
• A company can either sue the current owner of the URL
for copyright infringement, buy the name from the current
owner, or register all conceivable variations of its brand
as domain names ahead of time.
• e.g.: http://www.itcportal.com/
https://www.asianpaints.com/
 LOGOS AND SYMBOLS
Visual brand elements often play a critical
role in building brand equity, especially in
terms of brand awareness.
There are many types of logos, ranging from
corporate names or trademarks (i.e., Word
marks) written in a distinctive form, on one
hand to entirely abstract logos which may
be completely unrelated to the word mark,
corporate names or corporate activities on
the other hand.
Logos like the Mercedes star, Nike swoosh
and Olympic rings. These non-word mark
logos are also often called symbols.
CHARACTERS
Characters represent a
special type of brand
symbol – one that takes on
human or real life
characteristics.
For example, some brand
characters are animated
FIDO DIDO, AMUL Girl
Others are live-action
figures like zoozoo
 SLOGANS
Slogans are short phrases that communicate descriptive or
persuasive information about the brand.

This are been used for decades as a slogan to represent the

brand’s dependability and friendship.

Slogans often become closely tied to advertising campaigns and

can be used as tag lines to summarize the descriptive or
persuasive information conveyed in the ads

For example:
 Flipkart: shopping ka naya address
 Bajaj Allianz: Jiyo Befiqar
 CEAT: it Helps
JINGLES
Jingles are musical messages written around the brand.
Typically composed by professional songwriters, they often
have enough catchy hooks and choruses to become almost
permanently registered in the minds of listeners—sometimes
whether they want them to or not!

1. Hutch – You and I

2. Lijjat papad - "kharram khurram, khurram kharram -
mazedar lazedar swaad swaaad mein lijjat lijjat papad“
3. Nirma – washing powder nirma, doodh si safedi
 PACKAGING
Packaging involves the activities of
designing and producing containers
or wrappers for a product.
 Objectives of packaging
 Identify the brand
 Convey descriptive and
persuasive information
 Facilitate product transportation
and protection
 Assist at-home storage
 Aid product consumption.
CRITIQUE OF BRAND ELEMENT OPTIONS