Ensure the security of your HCL environment by applying the Zero Trust princi...
Brand elements final
1. BRAND ELEMENTS
Google | GE | Microsoft | Coca-Cola | China Mobile | IBM | Apple | McDonald’s
Nokia | Marlboro | Vodafone | Toyota | Wal-Mart | Bank of America | Citi | HP
BMW | ICBC | Louis Vuitton | American Express | Wells Fargo | Cisco | Disney | UPS
Tesco | Oracle | Intel | Porsche | SAP | Gillette | China Construction Bank | Bank of China
Verizon Wireless | Royal Bank of Canada | HSBC | Mercedes | Honda | L’Oréal | Pepsi
Home Depot | Dell | Deutsche Bank | ING | Carrefour | NTT DoCoMo | Target | Siemens
Banco Santander | Accenture | Orange | BlackBerry | Chase | Nike | Canon | AT&T | Starbucks |
Goldman Sachs | Samsung | Nissan | Marks & Spencer | Amazon | Yahoo! | Morgan Stanley |
UBS | eBay | H&M | Wachovia | Ford | Chevrolet | Budweiser | Colgate | Harley-Davidson |
Subway | Merrill Lynch | JP Morgan | Hermès | BBVA | State Farm | Gucci | Cartier | FedEx |
Tide | T-Mobile | Zara | Chanel | IKEA | Ariel | Movistar | MTS | Esprit | TIM | Motorola |
Barclays | Avon | Auchan | VW | AXA | AIG | MasterCard | Standard Chartered Bank | Goldman
Sachs | Samsung | Nissan | Marks & Spencer | Amazon | Yahoo! | Morgan Stanley | UBS | eBay
| H&M | Wachovia | Ford | Chevrolet | Budweiser | Colgate | Harley-Davidson
2. Naming a Brand – Landor’s Brand Name Taxonomy
• Descriptive – Describes function literally
• Suggestive – Benefit or function
• Compounds – Combination of two
or more unexpected words
• Classical – Based on Latin, Greek, Sanskrit
• Arbitrary – Real words with
no apparent tie
• Fanciful - Coined words with no obvious meaning
3. Logos & Symbols
A symbol is a representation of something.
This representation can be done using any technique,
could be graphic , character, sound etc.
The graphical symbol used in case of a brand is called a logo.
The associated text used is called the logotype
and together they form the trade mark for the brand.
4. Logos & Symbols
Types of logos
• Corporate names or trademarks
• Abstract logos completed unrelated
• Literal representation of Brand name
Benefits
7. Packaging
• Identify brand
• Present information (Dosage)
• Protect product (Tea)
• Facilitate storage (Canned food)
• Help consumption (Kit Kat)
• Color palate (Orange Tide, yellow Kodak)
8. Critique of Brand elements
Criterion Brand names Logos and Characters Slogans and Packaging and
and URL Symbols Jingles signage
Memorability Can be chosen Generally more Generally more Can be chosen Generally more
to enhance useful for brand useful for brand to enhance useful for brand
brand recall and recognition recognition brand recall and recognition
recognition recognition
Meaningfulness Can reinforce Can reinforce Generally more Can convey Can convey
almost any type almost any type useful for non almost any type almost any type
of association, of association, product related of association of association
although although imagery and explicitly explicitly
sometimes only sometimes only brand
indirect indirect personality
Likability Can evoke much Can provoke Can generate Can evoke much Can combine
verbal imagery visual appeal human qualities verbal imagery visual and
verbal appeal
Transferability Can be Excellent Can be Can be Good
somewhat somewhat somewhat
limited limited limited
Adaptabiility Difficult Can typically be Can typically be Can be modified Can typically be
redesigned redesigned redesigned
Protectability Generally good, Excellent Excellent Excellent Can be closely
but with limits copied
