Choosing Brand Elements to build Brand Equi Brand Elements to build Brand Equity. Criteria 1. Memorabiltiy

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  • Choosing Brand Elements

    to build Brand Equity

  • Criteria

    1. Memorabiltiy

    2. Meaningfulness

    3. Likability

    4. Transferability

    5. Adaptability

    6. Protectability

  • Criteria

    Memorable

     Easily recognized

     Easily recalled

    Meaningful

     Descriptive

     Persuasive

  • Criteria

    Likable

     Fun & Interesting

     Rich visual & verbal imagery

     Aesthetically pleasing

  • Criteria

    Transferable

     Within & across product boundaries

     Across geographic boundaries & cultures

  • Criteria

    Adaptable

     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 & URLs Useful 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

     PriceWaterhouse

    Coopers

     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 & Symbols

    1. 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

  • Characters

    A 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