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Brand Element

The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.

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Copyright © 2013 Pearson Education BRAND ELEMENT

Copyright © 2013 Pearson Education Learning Objectives Identify the different types of brand elements List the general criteria for choosing brand elements Describe key tactics in choosing different brand elements
Brand Identity Brand Awareness Brand Association Brand Loyalty Brand Element Perceive d Quality Perceived risk Brand Image Brand Value Company Side Company SideConsumer Side Brand Identity System Brand Equity
Logo Symbol Character Slogan Brand element Packaging Name are trademark-able devices that serve to identify an differentiate the brand from those of competition. Jingle URL
Copyright © 2013 Pearson Education Brand Names Captures the central theme or key associations of a product in a very compact and economical fashion Most difficult element for marketers to change ! Closely tied to the product in the minds of consumers
Copyright © 2013 Pearson Education Short & SimpleShort & Simple Easy to Spell & ReadEasy to Spell & Read Easy to Recognize & RememberEasy to Recognize & Remember Easy to PronounceEasy to Pronounce Can Pronounce in Only One WayCan Pronounce in Only One Way Can Pronounce in All LanguagesCan Pronounce in All Languages Suggests Product BenefitsSuggests Product Benefits Meets Packaging/Labeling NeedsMeets Packaging/Labeling Needs No Undesirable ImageryNo Undesirable Imagery Always TimelyAlways Timely Adapts to Any Advertising MediumAdapts to Any Advertising Medium Legally Available for Use Thinking about a new brand
Copyright © 2013 Pearson Education Difference between Logos & Symbols Logo is the short version of logotype. It is the name of a business designed specifically for that company. IBM, written in blue stripes, is a logo. A symbol is just that. A symbol (but not the name of the company) that represents that company. The apple with the piece out of it is a symbol of Apple computers.
Copyright © 2013 Pearson Education • A special type of brand symbol—one that takes on human or real-life characteristics • Some are animated • Others are live-action figures like Ronald McDonald. Characters
Copyright © 2013 Pearson Education • Slogans are short phrases that communicate descriptive or persuasive information about the brand. • Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand • Slogans are powerful branding devices because, like brand names, they are an extremely efficient, shorthand means to build brand equity Slogans
Copyright © 2013 Pearson Education • 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 Packaging
Copyright © 2013 Pearson Education Our sense of taste and touch is very suggestible, and what we see on a package can lead us to taste what we think we are going to taste. Packaging can influence taste
Copyright © 2013 Pearson Education Jingles Musical messages written around the brand Have catchy hooks and choruses that become permanently registered in the minds of listeners Enhance brand awareness by repeating the brand name in clever and amusing ways
Putting brand elements all together • The entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image. • The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent.
Article: “Strategi Berani Propan …” Apa yang melandasi Propan mengubah logo dan simbolnya? Apa makna simbol dan logo baru ini?
Copyright © 2013 Pearson Education Memorable ! Easily Recognized ! Easily Recalled Meaningful ! Credible & Suggestive ! Rich Visual & Verbal Imagery Appealing ! Fun & Interesting ! Aesthetics (estetika) brand element choice criteria ▪ Adaptable ▪ Flexible & ▪ Updateable ▪ Protectable ▪ Legally ▪ Competitively ▪ Transferrable ▪ Within & Across Product Categories ▪ Across Geographical Boundaries & Cultures
Copyright © 2013 Pearson Education .Brand elements should inherently be memorable and attention- getting, and therefore facilitate recall or recognition. Example A brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers. Memorability
Copyright © 2013 Pearson Education .Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria ▪General information about the nature of the product category ▪Specific information about particular attributes and benefits of the brand Meaningful
Copyright © 2013 Pearson Education
Copyright © 2013 Pearson Education .• Do customers find the brand element aesthetically appealing? • Descriptive and persuasive elements reduce the burden on marketing communications to build awareness. Appealing
Copyright © 2013 Pearson Education • The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. • Logos and characters can be given a new look or a new design to make t h e m a p p e a r m ore modern and relevant. Adaptability
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Copyright © 2013 Pearson Education Marketers should: •Choose brand elements that can be legally protected internationally. •Formally register chosen brand elements with the appropriate legal bodies. •Vigorously defend trademarks from competitor Watch out with names that are close to category names! Protectability
Copyright © 2013 Pearson Education • How useful is the brand element for line or category extensions? • To what extent does the brand element add to brand equity across geographic boundaries and market segments? Transferability
Copyright © 2013 Pearson Education 
 Figure 4.1- Criteria for Choosing Brand Elements

Copyright © 2013 Pearson Education To Sum up... Entire set of brand elements makes up the brand identity Cohesiveness of the brand identity depends on the extent to which the brand elements are consistent Each brand element plays a different role in building brand equity, so marketers should “mix and match” to maximize brand equity
Copyright © 2013 Pearson Education