2. Brand Elements
Also called brand identities, trademarkable devices that
serve to identify and differentiate the brand.
Includes:
Brand names
URLs
Logos and symbols
Characters
Spokespeople
Slogans
Jingles
Packaging
4.2
3. Criteria for Choosing Brand
Elements
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
4.3
Marketer’s offensive strategy
and build brand equity
Defensive strategy for leveraging
and maintaining brand equity
4. Memorability
Brand elements should inherently be
memorable and attention-getting, and
therefore facilitate recall or recognition.
4.4
5. Meaningfulness
Two important criteria
General information about the nature of the
product category (brand awareness &
salience)
Specific information about particular
attributes and benefits of the brand (brand
image and positioning)
4.5
6. Likability
Descriptive and persuasive elements reduce the
burden on marketing communications to build
awareness.
Do customers find the brand element aesthetically
appealing?
4.6
7. Transferability
How useful is the brand element for line or
category extensions?
To what extent can you leverage the brand
element to expand across geographic
boundaries and market segments?
4.7
8. Famous Brand Mishaps
Coors
“Turn it loose” in Spanish means “Suffer from
diarrhea”
Chevy Nova
“Nova” in Spanish means “No Go”
Pepsi
“Pepsi brings you back to life” in Chinese means
“Pepsi brings your ancestors back from the grave”
Gerber
Included baby pictures on the label. In Africa, brands
usually put pictures of the content on the label.
4.8
9. Adaptability
The more adaptable and flexible the brand element,
the easier it is to update it to changes in consumer
values and opinions.
4.9
11. Protectability
Marketers should:
1. Choose brand elements that can be
legally protected internationally.
2. Formally register chosen brand
elements with the appropriate legal
bodies.
3. Vigorously defend trademarks from
unauthorized competitive infringement.
4.11
14. Brand Elements
A variety of brand elements can be chosen that
inherently enhance brand awareness or facilitate
the formation of strong, favorable, and unique
brand associations.
Brand names
URLs
Logos and symbols
Characters
Slogans
Packaging
4.14
21. Logos and Symbols
Logos range from corporate names or trademarks (word
marks with text only) written in a distinctive form, to entirely
abstract designs that may be completely unrelated to the
word mark, corporate name, or corporate activities
4.21
27. Slogans
M&Ms: “Melt in Your Mouth, Not in Your Hand”
•Energizer Batteries: “It Keeps Going, and Going, And Going”
28. Jingles
Jingles are musical messages written around the
brand.
Jingles are perhaps most valuable in enhancing brand
awareness.
4.28
29. URLs (domain names)
A company can either sue the current owner of the URL for
copyright infringement, buy the name from the current
owner, or register all conceivable variations of its brand as
domain names ahead of time.
4.29
30. Packaging
From the perspective of both the firm and
consumers, packaging must achieve a
number of objectives:
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist at-home storage
Aid product consumption
4.30