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7/31/2019 4. Brand Name
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Brand Elements
• Brand Elements are those trademarkable
devices that serve to identify and differentiate
the brand.
• The main ones are brand names, logos,
symbols, characters, spokespeople, slogans,
jingles, packaging etc.
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Criteria for Choosing Brand Elements
Contd.
• Defensive Strategies
– Transferable
• Within and across product categories
• Across geographic boundaries – Adaptable
• Flexible
• Update-able
– Protectable
• Legally
• Competitively
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Memorability Exercise
Microsoft WindowsMicrosoft Office 2007
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Meaningfulness
• Brand elements should convey:
– General information about the nature of the
product
• Brand element suggest something about the product
category
–
Specific information and benefits of the brand• Brand element shows its key attributes or benefits
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Meaningfulness of Intel
• The word ‘Intel’ is a combination of the words
“intelligent” “electronics”.
• The name suggests that it is an electronics
company that delivers better, even
“intelligent” products
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Likability
• The brand element should be
– Aesthetically pleasing
– Convey a rich verbal/visual imagery
– Fun and interesting
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Examples of Likability
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Protectability
• Brand elements should be such that they can
be:
– Legally protected internationally, via use of
trademarks/copyrights
– Formally registered with appropriate legal bodies
– Defend trademarks from unauthorized
infringement
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Naming Guidelines of a Brand Name
Contd.
• Differentiated and Unique
– Makes the brand unique, usually atypical words
for product category
• Apple Computers, Shell Oil
– Use of made-up words or mashed-up words
• Exxon, Xerox, Microsoft
–
Use of foreign or uncommon words• Acura
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Naming Procedures of a Brand Contd.
• Study Candidate Names
– Make legal search of which brand names are available,
in each state and country to avoid trademark issues
• Research Final Candidates – Make consumer survey as to how customers might
accept the brand name
•
Select the final name – From previous research, the name chosen should be
formally registered and trademarked
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Characters
• Characters are human or life-like brand symbols
that take the characteristics of the brand.
• They are usually introduced through advertising
campaigns
• Brand characters play a central role in brand
campaigns and package designs
• Brand characters can also be negative in thesense that they dominate other brand elements
and decrease brand awareness
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Slogans
• Slogans are short phrases that communicatedescriptive or persuasive information aboutthe brand
• They often appear in advertising• They function as “hooks” to help consumers
understand the meaning of the brand
•
Eg: “Hungry Kya?” by Domino’s Pizza • Eg: “Isse sasta aur achcha kahin nahi” by BigBazaar
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Benefits of Slogans
• Slogans play with the brand name to buildboth brand awareness and image
• Create strong links with the brand and the
product category• The brand is exaggerated to leverage
maximum brand equity. “The Citi Never
Sleeps” by CitiBank • The brand is made an aspirational product –
“Just Do It” by Nike
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Jingles
• Jingles are musical messages written around thebrand
• Usually composed by professional songwritersand musicians
• Successful jingles are registered in the minds of the listeners
• It was popular in the early 20th century when theprimary broadcast medium was radio
• Convey brand benefits and product meaning in afairly abstract manner
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Packaging
• Packaging is the activity of designing and
producing containers or wrappers for a
product
• It should be both aesthetic as well as
functional
– Aesthetic: It conveys the size, shape, colour and
material of the package
– Functional: It conveys structural designs of the
package, thus it becomes more convenient to use
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Objectives of Packaging
• Packaging must achieve a variety of
objectives. Some of them are:
– Identify the brand
– Convey the descriptive and persuasive information
– Facilitate product transportation and protection
– Assist home and store-shelf storage
– Aid product consumption
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How to Create High-Impact Packaging
• Know Your Consumer….. – Know the motives of purchase by your consumers
• Take the Big Picture approach – Most successful packaging borrow packages from multiple
sources and mash them up• Aesthetics and Functionality are critical
– Packages should be able to be identifiable amongst a seaof products. It should ensure purchase and even repeatpurchases
• Distribution – Packaging should be viable and functional for distributors
and retailers too
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Branding elements – A pictorial
Overview
Brand
Names
URLs
Logos and
Symbols
Characters
Slogans
Packaging
Brand Identity
Brand
Awareness
Brand
Associations
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Legal Branding Issues Faced Globally
• Counterfeit and Imitator Brands – Major brands and products are being counterfeited worldwide
– 5% of all products sold worldwide are counterfeit
• Trademark issues Concerning Brands –
Without adequate trademark, brand names can becomegeneric, eg: vaseline
– Generic terms are never protectable under trademark
• Trademark issues Concerning Packaging – Shape and size of containers do not constitute a trademark, nor
does the product’s colouring• No uniform trademark rules suitable for a globalized
market
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Summing it Up……..
• Each brand element combined together forms
the brand identity.
• Stronger brands have larger number of brand
elements that work together cohesively
• Rich concrete visual imagery enhances brand
identity, which is linked to brand awareness.