Brand elementsBrands typically are made up of various elements, such as:Name: The word or words used to identify a company, product, service, or concept.Logo: The visual trademark that identifies the brand.Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.Movements: Lamborghini has trademarked the upward motion of its car doors.
“a name, term, sign, symbol, or design, or a combinationof them intended to identify the goods and services ofone seller or group of seller and to differentiate themfrom those of competition” ‘American Marketing Association’
ELEMENTS OF BRAND• Name• Logo• Graphics• Shapes• Colors• Sounds• Tastes• Movements etc.
The Product Brand Strategy• It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning.• The result of this strategy is that each new product receives its own brand name that belongs only to it• For example, Dove - “moisturizes skin” Rexona - “nature oils”HUL ltd Lifebuoy - “fighting germs” Pears - “glycerin soap”
The Line Brand Strategy• This strategy involves the exploitation of successful concept by extending it but by staying very close to the product• Products share a common concept• For example, Lakme “the source of radiant beauty”Cleansing, care, body lotion, lipsticks, eye make up, and nail elements
The Range Brand Strategy• A single brand name promotes through a single promise, a range of products belonging to the same area of competence• For example, noodles• Maggi soups• sauce• dosa mixes
Umbrella Brand Strategy• The same brand supports several products in different markets.• The company name itself is the brand name ofall products• Advantage of brand awareness and goodwill• Sharing common brand name can be risky• For example, TATA, Palmolive etc.
Double Brand Strategy• Combines umbrella branding and product branding• Company name is associated along with the brand name• For example, TATA INDICA, BAJAJ PULSOR
Endorsing Brand Strategy• Product brand name gains a dominant position over the company name• Company name appears in smaller letters• For example; Godrej CINTHOL, Nestle KITKAT
BRAND EQUITY“Brand equity is a set of brand assets and liabilities linked to a brand, it’s name and symbol, that all add to or subtract from the value provided by a product or services to a firm and/or to the firms customers” ‘David Aaker’
Perceived quality Name awareness Brand association Brand Brand OtherLoyalty equity proprietary Assets Value of customer Value of firm