Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Brand elements
Brand Elements
Brand Elements are trademarkable devices that help to differentiate the brand from other products. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packaging etc.
Memorability
Easily recognized Easily recalled
Meaningfulness
Product category Key attributes or benefits
Examples of Meaningfulness
Meaningfulness of Google
The word google is a modification of the word googol which means one followed by a hundred zeros Thus it refers to the immensity of google. Googles core competency is web-searching Hence the brand name refers to the huge quantity of data that it can search
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
Meaningfulness of Vodafone
The word Vodafone is a combination of the words voice data fone The word refers to the capability of Vodafone to deliver voice and data through phone lines, which was its initial services
Likability
The brand element should be
Aesthetically pleasing
Convey a rich verbal/visual imagery
Transferability
The brand element should be able to:
Reach various product categories Flexible with geographic and cultural changes
Adaptability
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
Brand elements
Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage
Example of Logos
Full Logo
Percentage Points 45
46
37 38 62 66
Cadillac
Nike
53
57
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 can also be negative in the sense that they dominate other brand elements and decrease brand awareness
Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand They often appear in advertising They function as hooks to help consumers understand the meaning of the brand Eg: Hungry Kya? by Dominos Pizza Eg: Isse sasta aur achcha kahin nahi by Big Bazaar
Jingles
Jingles are musical messages written around the brand Usually composed by professional songwriters and musicians Successful jingles are registered in the minds of the listeners It was popular early when the primary broadcast medium was radio Convey brand benefits and product meaning in a fairly abstract manner
Packaging
Packaging is the activity of designing and producing containers or wrappers for a product Packaging must achieve a variety of objectives. Some of them are:
Enhance aesthetic value Convey the descriptive and persuasive information Facilitate product transportation and protection
Brand Awareness
Brand Elements
Brand Associations