Brand Elements

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Brand Elements

  1. 1. Choosing Brand Elements to build Brand Equity
  2. 2. Criteria <ul><li>Memorabiltiy </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul>
  3. 3. Criteria <ul><li>Memorable </li></ul><ul><li>Easily recognized </li></ul><ul><li>Easily recalled </li></ul><ul><li>Meaningful </li></ul><ul><li>Descriptive </li></ul><ul><li>Persuasive </li></ul>
  4. 4. Criteria <ul><li>Likable </li></ul><ul><li>Fun & Interesting </li></ul><ul><li>Rich visual & verbal imagery </li></ul><ul><li>Aesthetically pleasing </li></ul>
  5. 5. Criteria <ul><li>Transferable </li></ul><ul><li>Within & across product boundaries </li></ul><ul><li>Across geographic boundaries & cultures </li></ul>
  6. 6. Criteria <ul><li>Adaptable </li></ul><ul><li>Flexible </li></ul><ul><li>Updateable </li></ul>
  7. 7. Criteria <ul><li>Protectable </li></ul><ul><li>Legally – registered trade mark </li></ul><ul><li>Competitively </li></ul>
  8. 8. Brand Elements <ul><li>Brand Names & URLs </li></ul><ul><li>Logos & Symbols </li></ul><ul><li>Characters </li></ul><ul><li>Slogans & Jingles </li></ul><ul><li>Packaging & Signage </li></ul>
  9. 9. Brand Linguistics <ul><li>Phonics </li></ul><ul><ul><li>alliteration (Coca-Cola) </li></ul></ul><ul><li>Orthographic </li></ul><ul><ul><li>spelling (Kool); abbreviation (7 Up, IBM) </li></ul></ul><ul><li>Morphologic </li></ul><ul><ul><li>compound (Janitor-in-a-drum) </li></ul></ul><ul><li>Semantic </li></ul><ul><ul><li>Metaphor (Arrid) </li></ul></ul>
  10. 10. Brand Names & URLs <ul><li>Useful for Brand Awareness & Brand Associations – Compaq, Yahoo, Tide, Dove </li></ul><ul><li>Descriptive – Singapore Airlines, Hit, Gati, Ivory </li></ul><ul><li>Suggestive – suggests a benefit or function – Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal </li></ul><ul><li>Classical – based on Greek, Latin or Sanskrit words </li></ul><ul><li>Arbitrary – no relationship with the company/Product – Apple Computers, Camel </li></ul>
  11. 11. Brand Names <ul><li>Compound </li></ul><ul><ul><li>RedHat </li></ul></ul><ul><ul><li>PriceWaterhouse </li></ul></ul><ul><ul><li>Coopers </li></ul></ul><ul><li>Classical </li></ul><ul><ul><li>Vedanta </li></ul></ul><ul><ul><li>Balaji Telefilms </li></ul></ul><ul><li>Fanciful (imaginative words) </li></ul><ul><ul><li>Vodafone </li></ul></ul><ul><ul><li>Wochardt </li></ul></ul><ul><li>Arbitary (real words without direct connection) </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Orange </li></ul></ul><ul><ul><li>Mango </li></ul></ul>
  12. 12. URLs <ul><li>Keep it as simple as possible </li></ul><ul><li>Avoid Clichés </li></ul><ul><li>Avoid the .com </li></ul><ul><li>Brand v/s description – helps only short term </li></ul><ul><li>Unique personality </li></ul><ul><li>Unexpected combination (motley fool) </li></ul><ul><li>Reinvent a real word </li></ul><ul><li>Make new words </li></ul>
  13. 13. Logos & Symbols <ul><li>Corporate names & Trademarks – Coca-Cola, Nestle, Tata, Maruti, Johnson & Johnson </li></ul><ul><li>Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings </li></ul><ul><li>Many logos fall between these 2 extremes – Ralph Lauren’s polo player, Playboy’s Bunny, McDonald’s Golden Arch, Apple Logo </li></ul>
  14. 14. Benefits <ul><li>Visual nature of logos & symbols – easy recognition & recall </li></ul><ul><li>Versatile- can be updated transferred across cultures </li></ul><ul><li>Can be appropriate for a range of product categories-Surf, Dettol, Lux </li></ul>
  15. 15. Characters <ul><li>A symbol that takes on human or real life characteristics </li></ul><ul><li>McDonald’s Ronald </li></ul><ul><li>Disney Characters – </li></ul><ul><li>Asian Paints – Gattu </li></ul><ul><li>Pillsbury Doughboy </li></ul><ul><li>Kellogg's Bear </li></ul><ul><li>Frosted Flakes -Tony the Tiger </li></ul><ul><li>Duracell Bunnies </li></ul><ul><li>Hush Puppies </li></ul>
  16. 16. Benefits <ul><li>Enhance brand personality & build relationship with customers – Disney for kids </li></ul><ul><li>Valuable Licensing properties – Barbie dolls, Spiderman, Superman etc., All Disney Characters </li></ul><ul><li>Can be updated to suit the changing times </li></ul>
  17. 17. Slogans <ul><li>Short phrases that contain descriptive or persuasive information </li></ul><ul><li>Adds verbal reinforcement </li></ul><ul><li>Design of slogans </li></ul><ul><ul><li>TO build awareness and image </li></ul></ul><ul><ul><li>Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi) </li></ul></ul><ul><li>Updation of slogans </li></ul><ul><ul><li>Find out contribution of existing slogan </li></ul></ul><ul><ul><li>Find out what more you wish to enhance </li></ul></ul><ul><ul><li>Retain good qualities of earlier slogan and build up on that </li></ul></ul>
  18. 18. Slogans <ul><li>Just Do it </li></ul><ul><li>When it absolutely positively has to be there overnite </li></ul><ul><li>No more tears </li></ul><ul><li>Diamonds are forever </li></ul><ul><li>We try harder </li></ul><ul><li>On time every time </li></ul>
  19. 19. Benefits <ul><li>Often rich and colorful – attention getting and help in creating brand awareness </li></ul><ul><li>Help Brands in breaking through the “clutter” in the market </li></ul><ul><li>Communicate a key product benefit – reliability, speed – Sprint telecom </li></ul>
  20. 20. Jingles <ul><li>Musical – easy recall - Airtel </li></ul><ul><li>Reinforce brand positioning and enhance POD’s or POP’s </li></ul><ul><li>Useful when designing Ad campaigns </li></ul><ul><ul><li>“ Desert rose” – jaguar </li></ul></ul><ul><ul><li>The axe song </li></ul></ul><ul><ul><li>Helps in repetitive reminding </li></ul></ul>
  21. 21. Packaging <ul><li>Identify the brand – strong brand association with packaging style of company </li></ul><ul><li>Convey descriptive & persuasive information </li></ul><ul><li>Facilitate product transportation & protection & storage </li></ul><ul><li>Assist at-home storage (bottles and refill) </li></ul>
  22. 22. Packaging <ul><li>Aid Product consumption (screw-on cap in soft drink) </li></ul><ul><li>“ Color vocabulary” (product and category) </li></ul><ul><li>Innovations can boost sales – Soft drink cans, 2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets – enhance product usage & consumption </li></ul>
  23. 23. Packaging <ul><li>Heineken beer – green bottle </li></ul><ul><li>Cadbury- purple </li></ul><ul><li>Kit-Kat – red </li></ul><ul><li>Kodak films – yellow </li></ul><ul><li>Pepsi - blue </li></ul>
  24. 24. Packaging Essentials <ul><li>Know your consumer </li></ul><ul><li>Take the big-picture approach </li></ul><ul><li>Aesthetics + Function </li></ul><ul><li>Know your distribution channels </li></ul><ul><li>Educate Management </li></ul>

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