Choosing Brand Elements

Brand elements, sometimes also called as brand identities are those trademarkable devices that serve to identify and differentiate brand

Six criteria for choosing brand elements

Memorability Meaningfulness Likability Transferability Adaptability Protectability

Memorability

Achieving high level of brand awareness Semantic content Visual properties Names Symbols Logos

Meaningfulness

Choosing elements whose inherent meaning enhances the formation of brand associations Two aspects General aspects about the nature of the product category Specific aspects about particular attributes and benefits of the brand.

Likability

Esthetically appealing Rich in visual and verbal imagery. Fun and interesting Independent of product or service how much would consumers like the brand elements?

What is wrong with following?

Transferability

Two dimensions Product category Geographic sense

Adaptability

Adaptability over time

Look at these

Protectability

Choose a brand element which can be legally protected on international basis Formally register them with legal bodies Vigorously defend trade marks.

Brand names

it captures the central theme or key associations of a product in a very compact and economical fashion Once given very difficult to change Lot of research involved all the good ones are already taken

Cont

Its both art and science Brand Name taxonomy Descriptive Suggestive Compounds ( combination of two or more) Classical Arbitrary ( Apple) Fanciful ( Chivas)

Come up with a brand name and punch line

Cont

Brand awareness improves when..

Chevrolet Arnold_Schwarzenegger .
Easy to spell Easy to pronounce Familiar and meaningful (news week) Reduces consumers cognitive effort to comprehend and process the brand name

Identify the following

________ -Vani ________- Book ________- Express ________- Class

Cont

Brand associations are a resultant of broader meaning of the brand name Ocean Power book Performance and abstract considerations Alpha numeric names

Naming procedure

Ist step Selecting name is to define the branding objective based on six general criteria mentioned before. Generate as many names as possible Screen it based on branding objectives and marketing and legal considerations Extensive information of the boiled down names Consumer research Formally register the name

Project Briefing Naming strategy report Organization of working team Key word direction development Name/ Concept generation

Client input strategy approval

Target market Groups

Technical Specialists

Computer name generation

Computer name bank Criteria : strategic/ legal/linguistic Client input: select shortlist

Preliminary name selection Short list of names Legal searches Consumer testing Final name selection

URLs

What does URLs stand for? Uniform Resource Locators Used to specify the locations of pages on the web. 98% of the words in typical dictionary are been registered. Anderson Consulting. Do you know this company? Accenture

Consider the following

Logos and symbols

Logos fall between two extremes Devised to reinforce the brand meaning in some way. Some are literal representations of brand names Logos can acquire associations through their inherent meaning as well as through marketing programmes

Benefits

Versatility since they are mostly abstract Long brand name ( State Bank of India) Easy change over time

Brand characteristics

Special kind of symbol, one that takes human or real life characteristics

Benefits of brand characters

Provides brand equity benefits Human elements help to create good perceptions Can be easily transferred

Cautions

Should not over shadow the brand

Slogans

are short phrases that communicate descriptive or persuasive information about the brand. Humara bajaj Taste of India

Benefits.

Help build Brand Awareness Helps comparision sprite bujhaye only pyaas baki sab

bakwaas

Designing Slogans

Should contribute brand equity in multiple ways Should help to build awareness as well as image Should make sense both in product related and non product related

Famous slogan quiz

Just do it Drivers wanted Dont leave home without it Like a rock The ultimate driving machine No more tears Where do you want to go today? Diamonds are forever When you care enough to send the very best

Nike Volkswagen American Express Chevrolet BMW J&J Microsoft De Beers Hallmark:

Remember this

Updating slogans

Strongly linked with brands becomes very difficult to update Why do we need to update them when they have achieved high level of acceptance and recognition?

Consider this

Whats your style? Yeh hi hai right choice baby Become over exposed and loose specific brand or product meaning Continues to convey some product meaning that the brand no longer needs.

Consider this

Zara si Khushi Dular zarasa... Tanduroosti Ki Raksha karta Hai.... Booland Bharat Ki Booland Tasveer... Karram-Kurram... Tan ki Shakti Mann Ki Shakti...

Jingles

Musical messages written around the brand Have catchy hooks or choruses to become permanently registered in the minds of the listeners Can communicate brand benefits Not as transferable as other brand elements

To think

What's the role of jingles in brand awareness? Because they are catchy in nature consumers are likely to mentally rehearse or repeat the jingle.

Consider this

Packaging

Activity of designing and producing containers or wrappers for a product. Two considerations Aesthetic Functional

Objectives

Identify Convey descriptive and persuasive information Facilitate product transportation and protection Assist at home storage Aid product consumption

Benefits

Look gives a strong positive impression Can have an impact on immediate sales POPs Packaging color effects the perception about the brand Packaging innovations