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 & 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

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