Final Criteria for Choosing Brand Elements

7/18/2019 Final Criteria for Choosing Brand Elements

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Group Members

SOHAIB IFTIKHAR

M.DANISH BHATTI

MUHAMMAD ALI SHAHID

RNA JAHANZAIB SHAKIR

Brand Elements

Criteria forchoosing brand

elements

In general 6 criteria for choosing the brand elements

Memorability

Meaningfulness

Likability Transferability

Adaptability

Protect ability

Memorability

Easily Recogniable

Easily Recall

Meaningfulness

!escripti"e

#eneral information about nature of product

Persuasi"e

$peci%c information about particular attributes

Likeability

Aesthetically appealing

&un and interesting

Rich "isuals

Transferrable

'ithin and across product categories

Across geographic boundaries

Adaptable

&le(ible

)pdateable

Protectable

Legally

Competiti"ely

Ali Shhi!

*rand Elements"L"M"NTS US"D TO "#$R"SS%R"$R"S"NT ANDID"NTIF&%DIFF"R"NTIAT" TH" BRAND.

TH" 'ONSIST"NT US" OF BRAND "L"M"NTS IN ALLMARK"TING $ROGRAMS H"L$S 'OMMUNI'AT" TH" BRAND'HARA'T"R TO TH" MARK"T$LA'". TH" BRAND NAM"(LOGO( SLOGAN( JINGL"( AND $A'KAGING ST&L" AR" ALL"#AM$L"S OF BRAND "L"M"NTS.

*rand Elements

*rand +ame

'ord,s- that identify not only a productbut also its manufacturer or producer.such as Apple. Coca Cola. I*M. Mercede*en. $hell/

*rand Logo

A logo is the graphic symbol that represents a person. companyor organiation/ If the logo is 0ell1kno0n enough. such as the+ike s0oosh. you may e"en see a logo used 0ithout the name othe business that it is associated 0ith/ +ormally. most marksha"e a typographic part that more clearly spells out the name ofthe organiation/

E(amples

Mobili)* (Pakistan MobileCommunications Limited or

PMCL) the %rst #$M basedcellular operator in $outhAsia.263 operates the leading#$M net0ork in Pakistan andpro"ides a range of prepaidand postpaid "oice and datatelecommunication ser"icesto both indi"idual and

corporate subscribers/

The #ul Ahmed #roup is aPakistani company thatincludes #ul Ahmed Te(tileMills. #ul Ahmed Energy and4abib Metropolitan *ank/ Morecently. a chain of retailoutlets has been founded unthe name 5Ideas by #ulAhmed

E(amples

Coca1Cola is a carbonated soft

drink sold in stores.restaurants. and "endingmachines throughout the0orld/ It is produced by TheCoca1Cola Company ofAtlanta. #eorgia. and is oftenreferred to simply as Coke/

7&C is a fast food

restaurant chain thatspecialies in friedchicken and ishead8uartered inLouis"ille. 7entucky. inthe )nited $tates/

Competitor Analysis

Pak Telecom Mobile Limited or)fone is a Pakistani #$Mcellular ser"ice pro"ider/ It0as the third mobile operatorto enter Pakistani

market/U+o)e is )o,se-o)! bies/-omp)0 i) $*is/)

)! -ompe/i) ,i/hmobili)*

Nish/ Li)e) is thefamous 'omenClothing *rand in

Pakistan/ Dire-/l0-ompe/i) ,i/hGul Ahme! s hsi/s o,)

m)u+-/uri)/h/ i) Nish/Group

Competitor Analysis

$epsi ,stylied in lo0ercaseas pepsi. formerly stylied in

uppercase as $"$SI- is acarbonated soft drink/ Dire-/l0 'ompe/i),i/h 'o*e ll o1er /he,orl!

The Mc!onald9s Corporatiothe 0orld9s largest chain

hamburger fast frestaurants. ser"ing aroundmillion customers daily in countries across =>.outlets/ KF' )! M-!o)re /he bies/ +oo! -h-ompe/i/ors

Media Rele"ance

*rand Association

Sohib I+/i*hr

De2)i/io) o+ $-*i)

Acti"ities of designing and producing containers or 0rappers for aproduct/

His/or0Packaging has a long history

') )0 /ell bou/his/or033333

"rl0 hum)s use! le1es )! )imls s*i)s/o -o1er )! -rr0 +oo! )! ,/er.

Ob4e-/i1es o+ $-*i)

;/Identify the *rand

@ Con"ey descripti"e and persuasi"e information

@/ Con"ey descripti"e and persuasi"e information

=/&acilitate product transportation and protection

/Assist at home storage

Aes/he/i- -ompo)e)/s o+p-*i)

Material

#raphics

Fu)-/io)l -ompo)e)/s o+$-*i)

Reseal able Tamperproof

Con"enient to use

Easy to hold

Easy to open

'ompe/i/ors Br)!sp-*i) A)l0sis

5lls i-e -rem b0 U)ile1er

Bmore by Engro foods

! ld ki il

!alda cooking oil

4 bib ki il

4abib cooking oil

ingles are musical messages 0ritten around brand Composed by professional song0riters

ingles often permanently registered in consumers mind

ingles are e(tended musical slogans

ingles are not transferable as other brand elements

ingles are "aluable in enhancing brand a0areness Consumers mentally rehearse or repeat catchy Dingles 0hen ad i

$h i l " i /

$h0si-l ")1iro)me)/

Physical En"ironments help in shaping customers e(perience anenhancing satisfaction/

Bnce designed ser"ice en"ironment are not easy to change/

$urpose o+ ")1iro)me)/

;/ $hape customer e(perience and beha"ior@/ To con"ey the planned image of the %rm and to support the

dierentiation and positioning strategy

=/ Falue proposition

/ &acilitate ser"ice encounter and enhance producti"ity

Dime)sio)s o+ ")1iro)me)/

Ambient Conditions;/ Music

@/ $cent

=/ Color

$patial Layouts

/ $ie>/ $hape

6/ Counters

G/ Machinery H e8uipment9s

$igns. symbols and artifacts;/ Labels

@/ !irections

=/ $er"ice scripts

/ *eha"ioral Rules

Tli)es

Taglines

$hort phrases that communicates

!escripti"e and persuasi"einformation about the brand

$hort hand means of

Adding brand e8uity

4elps in brand a0areness

Easiest element to be change

) fone

Mc !onald9s

+estle

U)i+orm resour-e lo-/or 6URL7

U)i+orm Resour-e Lo-/or6URLs7

!omain names on 0eb pages

Companies must register and pay for the speci%c domain nameand )RL

Eg // 000/t0itter/com

M.Jh)8ib

Br)! 'olors

'hr-/ers )!-elebri/0%/hle/ee)!orseme)/s

$eoples "leme)/

'hoosi) 'olors +or &ourB !

Br)!9 Bne of the key elements of building a strong brand/

E"ery color has a dierent feel and "arious associations/

*y choosing a color or a combination of colors for your brand

identity. you 0ill take on those associations/

Colors 0ill e"oke certain emotions and feelings to0ards yourbrand so it is "ital to choose a color that 0ill represent your

identity eecti"ely/

Research reveals people make a subconscious judgment aba person, environment, or product within 9 seconds o! init

viewing and that between "#$ and 9$ o! that assessmenbased on color alone%

'hr-/ers )! -elebri/0%/hle/ee)!orseme)/s9

$ome brands use characters and famous people/Characters ha"e been used for decades to connect

consumers 0ith brand a0areness. 0hether it is a %ctionalcharacter or an celebrityathlete endorsement/

This brand element is uni8ue type. 0here a real life character is

used as a symbol/ The characters are linked 0ith brand 0ith its purpose. 0orking

and bene%ts/

These characters are highly creati"e and colorful and easily

attract consumers/ They easily gain popularity. can be Je(ible

and also create an image of the brand as fun and interesting/

&or e(ample. a health drink for toddlers isassociated 0ith a special character like ateddy bear that promotes the consumption

teddy bear that promotes the consumptionof that drink for better de"elopment duringtoddler years/

Apple uses famous people in their ads/ &or e(ample the u

of )@ and Coldplay in commercials to push people to buy

iPods/

*ene%tsK

Enhance *rand personality and *uild relationship 0ith customer

,!isney for 7ids- Faluable licensing properties/ ,*arbie !oll. $piderman. $uperma

Can be updated to suit the changes

$eople "leme)/

our business is not Dust built on your goals. company "ision and

principles but also depends hea"ily on your employees/ It is the people 0ho 0ork for you 0ho are responsible in creatin

happy and returning customers/

People in your organiation are the epicenter of the 8uality of

your ser"ices/

Recruiting and training the right sta is re8uired to create a

competiti"e ad"antage/

$ta re8uire appropriate interpersonal skills. aptititude. anser"ice kno0ledge in order to deli"er a 8uality ser"ice/

4a"ing the right people makes all the dierence to aser"ice business The 0ay that sta and leadership intera

ser"ice business/ The 0ay that sta and leadership intera0ith prospects and clients contributes to business success

K)o,le!e9$er"ice %rms are hired for theirkno0ledge/ $ta and o0nerkno0ledge is a notable marketingtool/

;lue O1er $ri-e

$uccessful ser"ice %rms ha"e a keen understanding of a"eragecustomer1"alue perceptions and clearly communicate ho0 they

meet or e(ceed those e(pectations for the client9s bene%t/

Rel/io)ships

Relationships anchor clients/ Relationships enable 0ell1managedser"ice %rms to gain a competiti"e ad"antage by creatingprotection against ser"ice issues and competition and to unco"ene0 gro0th opportunities/

Final Criteria for Choosing Brand Elements

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