Brand name
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The document discusses different criteria for evaluating the effectiveness of various brand elements such as brand names, logos, characters, slogans, and packaging/signage. It analyzes brands like PRAN, LUX, Cocacola, OTOBI, and RADHUNI based on criteria like memorability, meaningfulness, likability, transferability, adaptability, and protectability. Overall, the document provides a framework for comparing how well different branding strategies score across these criteria.
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Brand name
- 1. Brand Name :PRAN Brand Element Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging& Signage Memorability Can be chosen to enhance brand recall & recognition More useful for brand recognition More useful for brand recognition Can be chosen to enhance brand recall & recognition More useful for brand recognition Meaningfulness Can reinforce almost any type of association Can reinforce almost any type of association More useful for brand positioning Can reinforce some types of association Likability Can evoke much verbal imagery Can be somewhat limited Can provoke Can generate visual appeal human qualities Excellent Can be somewhat limited Can evoke much verbal imagery Can be somewhat limited Can reinforce almost any type of association explicitly Can combine verbal & visual appeal Good Adaptability Difficult Can be modified Protectability Generally good, but with limits Can typically Can redesigned sometimesbe redesigned Excellent Poor Transferability Excellent Can typically be redesigned Can be closely copied
- 2. Brand Name :LUX Brand Element Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging& Signage Memorability Can be chosen to enhance brand recall & recognition Can reinforce almost any type of association More useful for brand recognition More useful for brand recognition More useful for brand recognition Can reinforce almost any type of association More useful for brand positioning Can be chosen to enhance brand recall & recognition Can reinforce some types of association Likability Can evoke much verbal imagery Can provoke visual appeal Can generate human qualities Can evoke much verbal imagery Can combine verbal & visual appeal Transferability High Excellent High Can be somewhat limited Good Adaptability Easy No need to redesign No need to redesign Can be modified Can typically be redesigned Protectability High Excellent Excellent Excellent Can be closely copied Meaningfulness Can reinforce almost any type of association explicitly
- 3. Brand Name :Cocacola Brand Element Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging& Signage Memorability Can be chosen to enhance brand recall & recognition More useful for brand recognition More useful for brand recognition Can be chosen to enhance brand recall & recognition More useful for brand recognition Meaningfulness Can reinforce almost any type of association Can reinforce almost any type of association More useful for brand positioning Can reinforce some types of association Can reinforce almost any type of association explicitly Likability Can evoke much verbal imagery Can provoke visual appeal Can generate human qualities Can evoke much verbal imagery Can combine verbal & visual appeal Transferability High Excellent Can be somewhat limited High Good Adaptability Excellent Can typically redesigned Can be modified Can typically be redesigned Protectability Generally good, but with limits Excellent Can sometimes be redesigned Excellent Excellent Can be closely copied
- 4. Brand Name :OTOBI Brand Element Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging& Signage Memorability Can be chosen to enhance brand recall & recognition More useful for brand recognition More useful for brand recognition Can be chosen to enhance brand recall & recognition More useful for brand recognition Meaningfulness Can reinforce almost any type of association Can reinforce almost any type of association More useful for brand positioning Can reinforce some types of association Can reinforce almost any type of association explicitly Likability Can evoke much verbal imagery Can provoke visual appeal Can generate human qualities Can evoke much verbal imagery Can combine verbal & visual appeal Transferability Can be somewhat limited Excellent Can be somewhat limited High Good Adaptability Excellent Can typically redesigned Can sometimes be redesigned Can be modified Can typically be redesigned Protectability Generally good, but with limits Excellent Excellent Excellent Can be closely copied
- 5. Brand Name :RADHUNI Brand Element Criterion Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging& Signage Memorability Easily can recall & recognized More useful for brand recognition More useful for brand recognition Helps to brand recall & recognition More useful for brand recognition Meaningfulness Can reinforce almost any type of association Can reinforce almost any type of association More useful for brand positioning Can reinforce some types of association Can reinforce almost any type of association explicitly Likability Can evoke much verbal imagery Can provoke visual appeal Can generate human qualities Can evoke much verbal imagery Can combine verbal & visual appeal Transferability Limited Poor Limited Limited Good Adaptability Difficult Can typically redesigned Can sometimes be redesigned Can be modified Can typically be redesigned Protectability Generally good, but with limits Excellent Poor Poor Can be closely copied