Brand Management_1 Brand elements

What are Brand Elements?

Brand elements are as follows:

• Brand Name
• URL
• Logos and Symbols
• Characters
• Brand Ambassador
• Jingles
• Packaging

Criteria For Choosing Brand Elements

A) Memorability

Brand elements should be

1. Easily Recognized

2. Easily Recalled

B) Meaningfulness

General Information about the product Category

1. Specific information about particular attributes & Benefits of the brand

3. Descriptive and Persuasive.

C) Likability

1. Rich in visual

2. Verbal imagery

3. Inherently fun and interesting

4. Aesthetically pleasing.

D) Transferability

1. Within and across product category

2. Across Geographic boundaries and culture.

E) Adaptability

1. Flexible

2. Updateable

F) Protectability

1. Legally

2. Competitively

Brand Names

They are of following types:

A) Descriptive

Describes function literally

Example: Air-tel, Pizza hut, Big Bazaar, Makemytrip

B) Suggestive

Suggestive of a benefit or function

Example: M-seal, Esteem, Red bull, Lux

C) Compounds

Combination of two or more word often unexpected words

Example: Redhat, Mountain-dew, Cherry blossom

D) Classical

Based on Sanskrit, or Latin etc.

Example: Himalaya ( Formerly Ayurvedic Concept)

E) Arbitrary

Real words with no obvious meaning

Example: Apple (computers), Mango (departmental stores)

F) Fanciful

Coined words with no obvious meaning

Example: Zapak

G) Short forms

Example: Chevrolet - Chevy

Coca-cola - Coke

Budweiser – Bud

H) Ease of Pronunciation

Example: Smirnoff, Wyborowa. ESPRIT, Swarovski

I) Familiar and Meaningful

Example: Shoprite, Shopper’s Stop

J) Category Link

Example: Real (Dabur Juice), Newsweek

K) Brand Association

Example: Johnson & Johnson baby shampoo, Close-up Tooth paste

L) Characteristics

Example: Phonetic, Orthographic, Morphologic, Semantic

Steps in Naming Brand

The steps included in naming a brand are as follows:

Step 1

Selecting Brand Name with objective and meaning

Step 2

Collect as many names as possible

Step 3

Short list on

a) Unintentional double meaning

b) Unpronounceable

c) Obvious legal complications

d) Obvious contradictions

Step 4

Extensive international legal search

Step 5

Consumer Research for memorability and meaningfulness

Step 6

Legally register the Brand name

URL ( Uniform Resource Locator)

• Domain Name

• Cyber Squatting

• ICANN – Agency that controls Internet’s Address

Introduced 7 new domain suffixes eg .biz, .info

• Few Tips for URL

1. Keep simple
2. Avoid Clichés e.g cyber, net, tech, digi, sys.
3. Avoid .com
4. Make a new word

Logos and Symbol

• A corporate name, trademark or word mark
• Non word marks are called symbol
• They are devised as symbol to reinforce or embellish the brand meaning in some way
• High recognition Logos are very natural, harmonious and moderately elaborated
• Familiar Logos are better liked than unfamiliar ones.

Benefits

1. Can be Easily recognized
2. It gives linked memory
3. Can be updated as needed
4. Well transferable across all cultures
5. Can be relevant in a range of product category

Characters or Mascots

It is a special type of brand symbol that takes on human or animal or a real like character or a characteristic features

Benefits

1. Often Colorful, hence they are attention getting
2. It gives linked memory to the brand
3. It can be mastered as icon
4. Even illiterate can identify brand
5. Well recognized across all cultures

Example:

Brand Ambassador

• They are brand endorsers, generally celebrities or known to the public at large.
• They are generally iconic characters or respected in the society were the brand is presented.
• Celebrities are from following categories (In India)
• Mainly - Bollywood, Cricket and Page 3
• Others – Serials, Other Sports

They should be –

Honest,

Daring,

Reliable,

Successful,

Charming,

Upper Class,

Middle Class,

Charming,

Youth,

Energetic,

Aggressive,

Ideal Housewife,

Ideal Husband.

Slogan

• They are the short phrases that communicate descriptive information about the brand

• Helps in making strong links between Brand and product

“If you are not wearing Dockers, you’re just wearing Pants”

• They are closely tied to advertising campaigns

• Slogans are different from Tag-lines / Punch –lines

- Just Do it , I can What are you getting ready for?

• Updating slogans as per the trends

- Shopper’s Stop – shopping and beyond, start something new

• They are the easiest brand elements to change overtime

Examples:

Kal pe control

Isse sasta aur acha kahi nahi

A Diamond is for ever

I am loving it

Utterly butterly delicious

Sar utha ke jeeyo

Jingles

They are Musical messages written around the brand

They are the musical slogans

Any tune or poetry or even murmur of tune

Packaging

• It is the activity involved in designing producing containers or wrappers for the product
• Objective of Packaging

1) It Identify brand

2) Convey information (Legally Mandatory details)

3) Assist home storage

4) Aid product consumption

• Aesthetic consideration relates to a

1) Packing size

2) Shape

3) Material

4) Colour

5) Text

6) Graphics

• Innovation in Packaging has brought paradigm change in Food Packaging like easy to hold, convenient to carry, easy to open, easy to dispose off, tamper proof seal

• Few Other Innovation in Packaging - Smaller Sachet, Colgate squeeze T paste, Broader mouth T paste, Pet Bottle in soft drinks, Tetra Packs, hydrogenated / Vacuumed wrappers, Refill packs, cans

• Role of packaging at POP – “last 5 seconds of marketing” / “Permanent media” /

• “The last Salesman”

• Role of Colour in packaging ?

Colour and Brand

Wide variety of colours are used. Each signify their own meaning.

• RED - colour of love, revolution, danger, communism, etc.
• GREEN - related to nature
• BLUE - something that is cool
  
• YELLOW
• PINK
• PURPLE
• OFF WHITE
• LIGHT YELLOW
• OCRE
• BLACK
• WHITE - resembling peace
• Combination of two or more colours - Pepsi includes Red and Blue.