Page0 Brand Management Assignment - 7 This assignment aims at determining the Brand Personality of few popular brands while looking at the personality traits as described by Jennifer Aaker and other characteristics of a brand like the color, logo, name and typeface. Zafar A. Khan 4/26/2010
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0 Brand ManagementAssignment - 7
This assignment aims at determining the Brand Personality of few popular brands while looking at the personality traits as described by Jennifer Aaker and other characteristics of a brand like the color, logo, name and typeface.
Zafar A. Khan4/26/2010
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CONTENTS
Brand Name 3
Components of a Brand name 4
Types of Brand names 5
Brand Logo 13
Components of an Effective Logo 14
Logo Formats 15
Analyzing Logos 17
Meanings of different Shapes and Symbols 18
Psychology of shapes and symbols 21
Brand Color 22
Importance of Colors in Branding
Colors and Health
Colors and Emotions
Colors and Gender
Color Usage – Significance
Brand Typeface 3
Classification of Typefaces
Elements of a Brand Typeface Analysis
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BRAND NAME
Brand Name is one of the most essential and important aspects of a brand. While choosing the name of
a brand, a lot of things have to be taken into consideration because of the immense importance
attached to the name of the brand. The importance of the Brand Name can be judged from the fact that
it differentiates and distinguishes the brand in question from its competing brands. For instance, the
name ‘Gold Leaf’ differentiates the brand from its counterparts like Dunhill etc.
Components of a Brand Name
Some of the things that should be kept in mind while choosing brand names are as follows:
It should be easy to memorize and pronounce because if this is done, the recall and recognition
(Awareness) can be increased many folds or in other words simple names are easy to memorize
and remember.
It should be easy to say and spell because this factor, if present, will add to the awareness of the
brand at a macro level and chances are there that the placement of the brand in the evoke set
would be made easier.
It should allude to the product that bears the brand name. The Brand Name should carry a
casual or indirect reference to the product being offered.
The name itself should evoke positive mental image and emotional reaction that eventually will
bestow a positive image to the brand itself.
It should avoid any negative or offensive references to anything, be it a name, place etc. and has
a negative attached to it.
It is advisable if it provides directly or gives a hint towards the product function or benefits.
It should sound appropriate and above all since it provides a distinguishing point from its
competitors, it should be unique.
It should provide the ease of translation into other languages. Since today more and more
brands are moving into the global arena, establishing presence in multiple nations, translation is
a crucial factor, which is required to localize the brand for the local targets.
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Types of Brand Names
After discussing the key success factors for choosing brand names, another important consideration is
that what are the types of brand names being used by different brands. The types of brand names for
a business usually fall into one of the following categories (Popular types of Brand Names, 2010):
The owner’s name or Names: These types of brands have their
owners name serving as the name of the business, such as H.
Karim Buksh, Tapal etc., which are named after its founder
owner. This type of brand name is especially suitable for small
businesses and sole proprietorships and this turns out to be an
easy and an effective approach.
Abbreviation Names: This type of brand name basically
abbreviates the longer business name into an abbreviation like
IBM (International Business Machine). This type requires
investment of time and money in order to create brand
recognition. If the prerequisites of this type of name are not
met the brand will end up with a string of initials that mean
little to consumers, or the brand will end up with a generic
name.
Geographically anchored Names: These are dime-a-dozen names that work to capitalize on a
known local landmark or geographic indicator For example Lahore Chatkhara, Karachi Barbeque
etc. Most names of this kind blur into a group of like-named entities.
Descriptive Names: These are names that describe a business’s offering or brand promise for
example Adidas, Surf Excel etc. These utilize the obvious and logical to penetrate the market
place quickly and establish a position of leadership and dominance (Identifying Concepts, 2009).
Borrowed interest Names: These are names that use existing words that don’t directly reflect
the brand’s offerings or promise but that can be linked to a brand’s essence and promise
through marketing efforts rather than through direct translation.
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Fabricated-word Names: These are names that combine acronyms, words, or syllables to form
previously unknown words and brand names. Because they’re newly invented words, fabricated
names are usually available for trademark protection, and the domain names that contain them
are likely to be available, too.
Invented Names: These names contain a distinct brand name that allows it to stand out
amongst the industry and quickly establish a position of leadership. There are three main ways
of inventing brand names (Names and Brands, 2008). Firstly, by syllable combinations, this
involves, randomly combining syllables of words. Secondly by randomly substituting letters to
produce multiple variations of a word I.e. Pattern based word generation. Last but not least by
Word fusion i.e. combining beginning and end of existing words to produce new words.
Connotative Names: These names combine the qualities of descriptive and invented brand
names to create a unique brand in the market place.
Bridged Names: These names combine two brand names; generally, as a result of a merger or
acquisition for example the Pakistan operations of ANZ Grindlays were renamed to Standard
Chartered Grindlays after the acquisition.
These above mentioned are the standalone names of brand name types but generally the brand name
comprises of one or more types of the above mentioned, for example , Aston Martin, takes its name
from the "Aston Hill" races (near Aston Clinton) where the company was founded and its founder,
Lionel Martin (Wikipedia, 2010).
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BRAND LOGO
The company logo is the foundation stone of the firm's branding elements. Many firms regard their
logos as a visual depiction of their reasons for existence into the arena. A great logo would indeed help
build the firm; it also plays a vital role in representing it. On the contrary, a weak or confusing logo can
detract from the value that the firm brings. In short, the brand logo is the visual expression of the Brand
Identity.
Components of an Effective Logo
Ignoring the design aspect of logos, an effective logo should be unique, for instance it doesn’t get into
stuff that other counterparts are also doing. Moreover, it should instantly communicate the nature of
the business, product, or service. This can be interpreted in two ways, literal or abstract. An example of
the abstract interpretation is the well-known Burger King logo, a burger. On the other hand, Citibank’s
“blinking eye” symbol, used prior to Citicorp’s merger with Travelers Group (Separate You’re Business
from the Competition by Branding and Positioning, 2006), was more abstract, having nothing directly to
do with banking, but representative of the company’s tagline , The City never sleeps.
Moreover, a logo should be appealing to the target audience. The usage of suitable color scheme is of
immense importance. While being into the business selling a highly sophisticated service or a product,
for example a banking service, using sharp colors might not be a good for example Silk Bank uses hot
pink in its logo. It should be able to withstand the test of time. When considering a logo design, it’s not
advisable to go for a new logo every two years. Thus, it is never a good idea to stylize the design to such
a point that it will become unusable once the current fad goes out of fashion. Classic and timeless are
the words to keep in mind.
A good logo is usable in all types of communication mediums. For instance, if a logo only looks good in
color and it is advertised mainly in local newspapers, this will present a production problem. The symbol
will become distorted, if not unreadable. Moreover, an effective logo supports the USP being offered by
the brand for example, if a brand is trying to communicate low prices then the logo should support that
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image. Last but not least a logo should be Legible. This seems pretty obvious but many brands use
typefaces and images that can't be printed or carried to a large sign. A logo should clearly identify the
company and that can’t be done if people don't understand it.
Logo Formats
There is a variety of logo formats being applied in the business world these days. Some of them include
(Identifying Concepts, 2009):
Word mark: It contains just the brand name without any accompanying visual symbol because
the name itself is distinct and unique enough for example Microsoft®.
Letterform: It generally utilizes the first letter of the brand name to create a distinct letterform
that establishes visual ownership of that letter for example McDonalds has one of the most
recognized logos in the world, ‘M’.
Emblems: Emblems generally are a visual mark or symbol which the brand is inextricably
connected to. They often look like shields which is where they originate from.
Pictorial: It generally utilizes a common, yet strong visual pictorial icon or symbol to establish
visual ownership of that image for example Apple.
Character: It is similar to a pictorial style logo, but the visual image is personified giving it a life
of its own that acts as an ambassador for the brand for example John Players Gold Leaf and its
logo bearing a sailors picture.
Abstract: Abstract Logos normally contain visual symbols that convey a big idea or brand
attributes and often embodies strategic ambiguity. This type of brand logo is the most difficult
to succeed with.
Analyzing Logos
In order to interpret the logos and find the meaning that is embedded in them, some essential
guidelines have to be followed and answers to the following questions should be looked for:
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Is it Simple? Complex logos are difficult to remember and it takes time to register in the mind
and achieving recall is difficult. At the same time, it will present many issues when that logo is
scaled to fit smaller applications. Analyzing the most successful brands and their logos, this can
be observed that that they are simple shapes or forms for example Apple, Google, etc.
Is it Scalable? A successful logo has to work in a 1″ by 1″ application or in a billboard size. This is
achieved by simple images and the right typography. Many companies in their brand guidelines
develop different logo applications with minor modifications to ensure that their logo will work
at any size.
Does the typography fit the logo or the imagery? Typography is an essential element and it
should fit the logo or the imagery. The main goal of a logo is to be recognizable and easily
readable.
Are the colors in contrast? The logo should be in contrast with the colors, the elements and
shapes of the design.
Are the colors appropriate? Color is one of the most important aspects of a logo. Different colors
have different meanings and they tend to monitor the interaction of people towards the brand.
Meanings of different Shapes and Symbols
Shape is one of the basic elements of design. Alone or in combination with other shapes or lines they
can convey universal meanings as well as guide the eye or organize information. The three basic types of
shapes are geometric, natural, and abstract. (Shapes, 2010)
Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and
triangles but also octagons, hexagons, and cones. In addition to the basic square, circle, other
geometric shapes have specific meanings. An octagon, especially a red one, usually means stop.
A starburst is commonly used to grab attention and identify something that is new, improved, or
'on sale.'
Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a
natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid. These
can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope
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or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of
spontaneity.
Abstract shapes are stylized or simplified versions of natural shapes. Some examples of abstract
shapes are alphabetical glyphs, icons and symbols.
Psychology of Shapes and Symbols (The Meaning of Shapes - Developing Visual Grammar, 2006)
Shape/Symbol Meaning
Circle
Represents the eternal whole.
Circles are graceful and their curves are seen as feminine.
Warm, comforting and give a sense of sensuality and love.
They protect, they endure, they restrict.
Suggest community, integrity, and perfection.
Completeness suggests the infinite, unity, and harmony.
Square/Rectangle
They are stable shapes.
Familiar and trusted shapes and suggest honesty.
They have right angles and represent order, mathematics, rationality, and
formality.
Stability, equality, solidity, security, rationality and honesty.
Triangle Can be stable when sitting on their base or unstable when not.
They are balanced and can be a symbol for law, science, and religion.
The strength of triangles suggests masculinity.
Convey progression, direction, and purpose.
Spiral
Are expressions of creativity
Convey ideas of fertility, birth, death, expansion, and transformation.
Represent trust during change, the release of energy and maintaining
flexibility through transformation.
Clockwise spiral – Projects expression of an expression.
Counter Clockwise Spiral – Fulfillment of an interaction.
Reference of name to product No reference to product
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Borrowed Interest name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically unfit
Brand Color Analysis
Colors Used Trait/Emotions
CrimsonFiery, Fierce, Competitive, Power.
WhiteIllumination and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Optical
Type Style Bold
X-Height/ Cap Height Normal
Width Normal
Weight Semi Bold, Heavy
Contrast Low contrast
Serif/Sans Serif Sans Serif
Audience Compatibility
Moderately Compatible
Brand Personality Statement
Capstan is a 25 year old, reliable and a hardworking man. He is a technically oriented person who believes in leading so that other can rely on it. Confidence is one another trait that makes him a winner.He is a ambitious, courageous, dominant, strong willed, positive, independent male. Dominance of his personality can be judged by his commanding nature, bearing loyalty from his subordinates. He knows the tricks of the trade and knows how to get things done using all his energy, creativeness and resolution to get it.
Aaker’s Personality Traits
Core Dimension Facets Traits
ExcitementDaring Daring
Spirited SpiritedImaginative Unique
CompetenceReliable Hard Working
Intelligent TechnicalSuccessful Leader
Ruggedness Outdoorsy MasculineTough Rugged
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BRAND – Coca Cola
Brand Personality Statement
Coca Cola is a 20 year old female bearing a pleasant personality. She is family oriented, genuine, and modern in her own way. She is athletic and outdoorsy and loves to hangout make friends. She is the flavor of every gathering and she is expected to be present at every gathering so that she keeps the environment up and running. A spirited female with a deep insight towards life and knows how to keep things going. She adapts to all kinds of gatherings very quickly due to the flexibility of her nature.
Aaker’s Personality Traits
Core Dimension Facets Traits
SincerityDown-to-earth Family
OrientedHonest Sincere
Cheerful OriginalWholesome Friendly
ExcitementSpirited Young
Imaginative UniqueUp-to-date Contemporary
Brand Name Analysis
The brand name, ‘Coca Cola’ gets its name from the combination of two words which are its ingredients too i.e.
Cocoa Leaves and Kola Nuts.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Descriptive Name
Cocoa Leaves & Kola Nuts
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
RedEnergy, strength, power,
determination, passion, primal urges, action, pleasure, enthusiasm, joie de
vivre, and love.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Script
Type Style Bold Italic
X-Height/ Cap Height Normal
Width Semi Condensed
Weight Semi Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
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BRAND – Colgate
Brand Name Analysis
The brand name, ‘Ariel’, gets its name from its founder William
Colgate.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Indirect Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
He is stylish and sophisticated and reflects a unique classy look. He’s chic yet reliable. He’s a responsible individual and a loyal friend. He’s unique and original and completely understands your needs. He’s intellectual and has an objective approach towards everything. He lets his mind rule, rather than letting the heart take over.He’s rational and inspirational. He’s innovative and confident. He has a unique style of doing everything that marches to the beat of his own drum. He loves to be there for people who really need him.
Aaker’s Personality Traits
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BRAND – Nestle Fruit Juices
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
(Henri Nestlé)
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
BlueAids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
attraction, success, strength, endurance, encouragement, and
stimulation.
PinkRomance, love, and friendship. It
denotes feminine qualities.
Brand Typeface Analysis
Characteristic Result/Finding
Typeface Classification Sans Serif
Type Style Bold
X-Height/ Cap Height Moderate
Width Normal
Weight Extra Bold
Contrast Good contrast with overall logo
Serif/Sans Serif Sans Serif
Audience Compatibility
Highly Compatible
Brand Personality Statement
Surf Excel is a 30 year old working mother with two children. She is fully aware of her priorities. She strives to get the best for her kids and family and this portrays the nurturing aspect of her personality. She is a hard worker and knows how to strike the work life and personal life balance. She is persistent and determined to succeed in whichever endeavors she pursues. She is very caring and wants to get the best out of everything for her children.
Aaker’s Personality Traits
Core Dimension Facets Traits
SincerityDown-to-earth Family Oriented
Honest SincereWholesome Friendly
ExcitementSpirited Young
Imaginative UniqueUp-to-date Contemporary
CompetenceReliable Hard Working
Intelligent IntelligentSuccessful Confident
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BRAND – Tapal
Brand Name Analysis
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Same name globally
Type of Brand Name Owners Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Red
Energy, strength, power, determination, passion, action, and
adventure.
White Perfection, safety, successful beginning, simplicity, purity.
The brand Telenor gets its name from the combination of two words i.e. ‘Tele’ communicating the nature of the brand and ‘Nor’ communicating the origin i.e. Norway.
Characteristic Result
Ease of memorizing Easy Medium Hard
Spelling & Pronunciation Easy Medium Hard
Reference of name to product Direct Reference
Evokes positive mental image Yes Fairly Yes No
Distinguishes from competitors Yes Fairly Yes No
Translation into other Languages Easy
Type of Brand Name Geographically Anchored & Descriptive Name
Brand Logo Analysis
Characteristic Result
Uniqueness Yes Fairly Yes No
Communicates nature of product Yes Fairly Yes No
Appeals the target audience Yes Fairly Yes No
Suitable color scheme Yes Fairly Yes No
Consistency of logo Yes Fairly Yes No
Usage in all mediums Yes Fairly Yes No
Supports USP Yes Fairly Yes No
Legibility of Logo Highly readable
Typographic Fit Typographically fit
Brand Color Analysis
Colors Used Trait/Emotions
Blue
Aids in balance and self expression, trust, confidence, truth, calm and sincere, precision, expertise and
stability.
Black Formality, dignity, force, convention, stability, protection, elegance and
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