Choosing Brand Elements to build Brand Equity
Choosing Brand Elements to build Brand Equity
Criteria1. Memorabiltiy
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability
CriteriaMemorable Easily recognized Easily recalled
Meaningful Descriptive Persuasive
CriteriaLikable Fun & Interesting Rich visual & verbal imagery Aesthetically pleasing
Criteria
Transferable Within & across product boundaries Across geographic boundaries & cultures
CriteriaAdaptable Flexible Updateable
Criteria
Protectable Legally – registered trade mark Competitively
Brand Elements Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage
Brand Linguistics Phonics
alliteration (Coca-Cola) Orthographic
spelling (Kool); abbreviation (7 Up, IBM) Morphologic
compound (Janitor-in-a-drum) Semantic
Metaphor (Arrid)
Brand Names & URLsUseful for Brand Awareness & Brand Associations –
Compaq, Yahoo, Tide, Dove
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 PriceWaterhouseCoopers
Classical Vedanta Balaji Telefilms
Fanciful (imaginative words) Vodafone Wochardt
Arbitary (real words without direct connection)
Apple Orange Mango
URLs
Keep it as simple as possible Avoid Clichés Avoid the .com Brand v/s description – helps only short term Unique personality Unexpected combination (motley fool) Reinvent a real word Make new words
Logos & Symbols1. Corporate names & Trademarks – Coca-Cola,
Nestle, Tata, Maruti, Johnson & Johnson
2. Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings
3. Many logos fall between these 2 extremes – Ralph Lauren’s polo player, Playboy’s Bunny, McDonald’s 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
CharactersA symbol that takes on human or real life characteristics McDonald’s 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)
Updation of slogans 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
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
POD’s or POP’s Useful when designing Ad campaigns
“Desert rose” – jaguar The axe song Helps in repetitive reminding
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