Brand elements

1. NHÓM 5

2. Thành viên nhóm
Nguyễn Hoàng Vũ
Phùng Thiên Trang
Võ Minh Tiến
Vũ Quang Huy
Huỳnh Dương Bích Ngọc
Nguyễn Ngọc Tường Vy

4. Criteria for choosing Brand Elements
Options and Tactics for Brand Elements
Brand Names
Logos and symbols
URLs
Slogans
Jingles
Packaging

5. Criteria for Choosing Brand Elements
Marketer’s offensive strategy and
build brand equity
Memorable
Easily
reconized
Easily recalled
Meaningful
Descriptive
Persuasive
Likeable
Fun and
interesting
Rich visual and
verbal
imagery
Aesthetically
pleasing
Defensive role for leveraging and
maintaining brand equity
Transferable
Within and
across product
categories
Across
geographic
boundaries
and cultures
Adaptable
Flexible
Updatable
Protectable
Legally
Competitively

6. OPTIONS AND TACTICS FOR BRAND
ELEMENTS
• Naming guidelines
Brand
name
Simple
Easy to
pronounce
Familiar,
meaningful
Different
Unusual

7. Brand awareness
Simplicity and
Ease of
Pronounciation
and Spelling
Familiarity and
Meaningfullness
Differentiated,
Distinctive, and
Unique

8. Brand Associations
The explicit and implicit meanings consumer
extract form it are important. Inparticular, the
brand name can reinforce an imprtant attribute
or benefit association that makes up its product
positioning

9. Naming procedure
Define
objectives
Generate
names
Screen initial
candidates
Study
candidates
name
Reseaerch the
final
candidates
Select the final
name

11. LOGOS AND SYMBOLS
(BIỂU TRƯNG VÀ BIỂU TƯỢNG)

12. BIỂU TƯỢNG
Cách điệu, khái quát một sự vật, hình ảnh nào đó
SYMBOL

14. © Copyright
® Registered

15. LOGO
BIỂU TRƯNG
tên một công ty hoặc thương hiệu viết trong một hình thức đặc biệt
hoặc thiết kế trừu tượng mà có thể không liên quan đến thương hiệu hay nhãn
hiệu đó.

16. BADGE

17. Text

18. ICON

19. ABSTRACT

20. MASCOT

21. 15 mil USD

22. LINES DESIGN SPACE
LAYOUT FORM
COLOR
HARMONY 3 BASIC COLORS
RICKNEAT
CONDENSED
IDENTIFICATION

23. GENERICARRAY LOGIC
AESTHETIC
UNIQUE - CREATIVE
EASY TO REMEMBER

26. URLs
(Uniform Resource Locator)

32. BRAND CHARACTER
 A special type of brand symbol- one that
takes on human or real- life characteristics
 Some are animated
 Some are live- action

33. SLOGAN
 Slogans are short pharses that communicate
descriptive or persuasive information about the
brand
 Slogans are powerful branding devices

34. JINGLES
 Jingles are musical messges written around
the brand
 They are composed by professional
songwriters
 Jingles are perhaps most valuable in
enhancing brand awarness

35. PACKAGING

36. - Identify the brand
- Convey descriptive and persuasive
information
- Facilitate product transportation and
protection
- Assist at-home storage
- Aid product consumption

37. BENEFITS
• One of the strongest associations consumers
have with a brand
• Structure packaging innovations can create a POD that permits a
higher margin
• New package can expand a market and capture new market
segments
• Packaging changes can have immedia impact on
sales

38. Packaging at
the Point of
Purchase
Packaging
Innovation

39. Packaging design
• Past:
Campbell’s soup Cornell University’s uniform

40. Packaging design
• Now:

41. Color vocabulary

42. Color ownership

43. Packaging change
• Upgrade
• A significant product line expansion

44. Packaging change
• New product innovation

45. Packaging change
• Looks outdated

46. Packaging
Building brand equity:
• Directly: functional or aesthetic
• Indirectly: reinforce of brand awareness and
image

47. How to create High –
Impact Packaging
• Know your consumer.
• Take the big-picture approach.
• Understand that package aesthetics and
function are both critical.
• Know your distribution channels.
• Educate management.

48. End of slide show
© Team 5 - Brand