This document discusses brand elements like names, logos, slogans, jingles, and packaging that help identify and differentiate brands. It explains that brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Names especially should be simple and distinctive to improve brand awareness. Logos and symbols provide visual brand identification. Slogans communicate what makes a brand special while jingles enhance awareness through repetition. Packaging identifies the brand, provides information, and aids transportation, storage, and consumption of the product. The design and colors used can influence perceptions of the brand.

1. Chapter 4

2. Brand Elements, sometimes called brand
identities are those trademark devices that
serve to identify and differentiate the brand.
Their main function is to inherently enhance
brand awareness or facilitate the formation of
strong, favorable, and unique brand
associations or elicit positive brand judgment or
feelings.

3.  The test of the brand- building ability of brand
elements is what consumers would think or feel
about the product IF they only knew about its
brand element.
 Name URLs Logo
 Symbols characters
 Slogans jingles

5.  Memorability
 Meaningfulness
 Likability
 Transferability
 Adaptability
 Protectability
A necessary condition for building brand
equity is achieving a high level of brand
awareness
Easily Recognized
Easily Recalled

6.  Memorability
 Meaningfulness
 Likeability
 Transferability
 Adaptability
 Protectability
 General information about the function of the product
or service
 Specific information about particular
attributes and benefits of the brand
Descriptive
Specific

7.  Memorability
 Meaningfulness
 Likeability
 Transferability
 Adaptability
 Protectability
 do customers find the brand element aesthetically
appealing?
 Is it likable visually, verbally, and in other ways?
 Brand elements can be rich in imagery and inherently fun
and interesting, even if not always directly related to the
Fun and Interesting
Rich Visual and Verbal imagery
Aesthetically pleasing

8.  Memorability
 Meaningfulness
 Likeability
 Transferability
 Adaptability
 Protectability
•Within and across product
categories
•Across geographical Boundaries
and cultures

9.  Memorability
 Meaningfulness
 Likability
 Transferability
 Adaptability
 Protectability
•Flexible
•Updateable

10.  1. When Braniff translated a slogan touting its
upholstery, “Fly in leather,” it came out in Spanish
as “Fly naked.”
 2. Coors put its slogan, “Turn it loose,” into Spanish,
where it was read as “Suffer from diarrhea.”
 3. Chicken magnate Frank Perdue’s line, “It takes a
tough man to make a tender chicken,” sounds
much more interesting in Spanish: “It takes a
sexually stimulated man to make a chicken
affectionate”.

11. 4. When Pepsi started marketing its products in China, it
translated the slogan “Pepsi Brings You Back to Life” pretty
literally. In Chinese it really meant, “Pepsi Brings Your
Ancestors Back from the Grave.”
5. Clairol introduced the “Mist Stick,” a curling iron, into
Germany only to find out that mist is slang for manure in
German.
6. Toyota Motor’s MR2 model dropped the number in France
because the combination sounded like a French
swearword.

12.  Memorability
 Meaningfulness
 Likeability
 Transferability
 Adaptability
 Protectability
•Legally
•Competitively

13.  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
 Naming guidelines
 Naming procedures

14. Brand awareness are improved the extent brand
names are chosen that are-
 Simple and easy to pronounce or spell
 Familiar and meaningful
 Different, distinctive, and unusual

15. Suggestive
 Suggestive of a benefit
◦ Head and Shoulders
Shampoo
◦ Close-up toothpaste
◦ HMV
Descriptive
 Function described literally
in the brand name
◦ Singapore Airlines
◦ Overnite Express
◦ Amul dairy whitener
◦ Sugar free

16.  Compound
◦ GrameenPhone
◦ PriceWaterhouseCoopers
 Classical
◦ Jatra
◦ Balaji Telefilms
Arbitrary (real words
without direct connection)
◦ Apple
◦ Orange
◦ Mango
 Fanciful
◦ Pepsi
◦ Cefiro

17.  A name like Goldfish for a
financial services product
is a brave choice

18. 1. Define the branding objectives in terms of
the six general criteria
2. Generate as many names and concepts as
possible
3. Screen the names on the basis of branding
objectives. Eliminate names-
-that have unintentional double meaning
-are unpronounceable, already in uses, or
too close to an existing name etc

19. 4.Collect extensive information on each of the
final 5 to 10 names
5. Consumer research is conducted to test the
memorability and meaningfulness of the name
6. Choose a name and the register it.

20. Brand Awareness
 Short name facilitates recall (MUM, Rucchi)
 Long names can be shortened to ease recallability
(Chevrolet -Chevy, Standard Chartered- Stanchart,
Coca Cola -Coke)
 When a name is difficult to pronounce, initial
marketing effort should be devoted to educate
customers to the proper way to pronounce the name.
(Whirlpool, Hyundai)

21.  Known as domain names
 Protect the brands from unauthorized use in other
domain names
 Cybersquatting- Registering, trafficking in, or
using a domain name with bad-faith to profit from:
 Example: Unitec registered in China!

22.  Keep it as simple as possible
 Avoid Clichés
 Reinvent a real word
 Make new words

23.  Indicate origin, ownership, or association
 Range from corporate names or trademarks
written in a distinctive form, to abstract designs
that may:
 Be completely unrelated to the corporate name or
activities Eg. Mercedes BenzSymbol of a STAR?

24. Types of logos-
 Corporate names or trademarks written in a
distinctive form, e.g. Coca-Cola, Kit-Kat
 Abstract logos that are unrelated to the word
mark, corporate name, e.g. Mercedes. These are
called symbols.

25. Recognized Trademarks and Symbols help in Promotion

26. Benefits:
 Logos and symbols are easily recognized
 They are versatile. Nonverbal logos can be
updated with time and generally transfer well
across culture.
 When the name is long and cumbersome, logos
could more easily appear as an identification
device.

27.  Characters represent a special type of brand
symbol-one that takes on human or real life
characteristics.
 Because they are often colorful and rich in
imagery, they tend to be attention getting.
 Brand characters can be so attention getting
and well liked that they dominate over other
brand elements.
 Ronald McDonald? Col. Saunders?

29. Slogans are short phrases that communicate descriptive or
persuasive information about the brand.
It can functions as useful handle to help consumer grasp the meaning
of a brand in terms of
What the brand is?
What makes it special?

30. Benefits
 They help to build brand awareness (e.g. Lux)
 Make strong links between the brand and
product category(“If You’re Not Wearing
Dockers, You’re Just Wearing Pants”)
 They can help to reinforce the brand
positioning and desired POD (Pepsi- the
choice of a new generation)

31.  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
 “Where everybody gets a bargain”

32.  Activity of designing and producing containers or wrappers
 From the perspective of both the firm and consumers,
packaging must:
 Identify the brand
 Convey descriptive and persuasive information
 Facilitate product transportation and protection
 Assist in at-home storage
 Aid product consumption Eg. Colgate upright toothpaste
and dispenser for kids?

33. Packaging involves the activities of designing and
producing containers or wrappers for a product.
Objectives of packaging:
 Identify the brand
 Convey information
 Facilitate product transportation and protection
 Assist at home storage
 Aid product consumption

34. Benefits:
 Assist in product recognition
 Packaging can create strong POD that permits
a higher margin (e.g. perfume).
 Packaging changes can have immediate
impact on sales

35.  In breaking with the conventions of packaging, the
Body Shop went beyond graphics. The existing
category players believed that since body
products essentially represented a product
category where the packaging was actually what
you paid for.
 Anita sold her products in cheap plastic bottles-
she was aiming for a different kind of emotional
value.
 Making the bottle unimportant threw attention on
what is inside the bottle and what is outside.

37.  The packaging for soft drink Tango is BLACK.
Black is a colour that’s rejected for food since its
associated with rotting and disease.
 The colour black gave the product the required
drama
◦ It stood out in the shelves
◦ Highlighted the fruit graphic
◦ Aroused a strong reaction

39.  Mineral Water is always in clear bottle, to worship the
purity of the fluid.
 Ty Nant made the water invisible because the glass
itself was a rich cobalt blue
 This aroused immense curiosity and a relationship
with the bottle started to form for trial and
experimentation.
 The outside became more important than the inside
and the brand became the chosen brand served in
fashion stores and salons.

41.  The Body Shop and Ty Nant changed the
conventional relationship between packaging and
product to signal a new kind of brand.
 Orange went one step further: it never showed the
product
 Late into the cellular category, it named itself after
a colour, not a corporation.
 It created a concept of “A wireless future, in which
you call people, not places”