Choosing Brand Elements to build Brand Equity

Criteria1. Memorabiltiy

2. Meaningfulness

3. Likability

4. Transferability

5. Adaptability

6. Protectability

CriteriaMemorable Easily recognized Easily recalled

Meaningful Descriptive Persuasive

CriteriaLikable Fun & Interesting Rich visual & verbal imagery Aesthetically pleasing

Criteria

Transferable Within & across product boundaries Across geographic boundaries & cultures

CriteriaAdaptable Flexible Updateable

Criteria

Protectable Legally – registered trade mark Competitively

Brand Elements Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage

Brand Linguistics Phonics

alliteration (Coca-Cola) Orthographic

spelling (Kool); abbreviation (7 Up, IBM) Morphologic

compound (Janitor-in-a-drum) Semantic

Metaphor (Arrid)

Brand Names & URLsUseful for Brand Awareness & Brand Associations –

Compaq, Yahoo, Tide, Dove

Descriptive – Singapore Airlines, Hit, Gati, Ivory Suggestive – suggests a benefit or function –

Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal

Classical – based on Greek, Latin or Sanskrit words Arbitrary – no relationship with the

company/Product – Apple Computers, Camel

Brand Names Compound

RedHat PriceWaterhouseCoopers

Classical Vedanta Balaji Telefilms

Fanciful (imaginative words) Vodafone Wochardt

Arbitary (real words without direct connection)

Apple Orange Mango

URLs

Keep it as simple as possible Avoid Clichés Avoid the .com Brand v/s description – helps only short term Unique personality Unexpected combination (motley fool) Reinvent a real word Make new words

Logos & Symbols1. Corporate names & Trademarks – Coca-Cola,

Nestle, Tata, Maruti, Johnson & Johnson

2. Abstract or non-word mark logos are also known as symbols- Mercedes star, Rolex crown, Nike swoosh, Olympic rings

3. Many logos fall between these 2 extremes – Ralph Lauren’s polo player, Playboy’s Bunny, McDonald’s Golden Arch, Apple Logo

Benefits Visual nature of logos & symbols – easy

recognition & recall Versatile- can be updated transferred across

cultures Can be appropriate for a range of product

categories-Surf, Dettol, Lux

CharactersA symbol that takes on human or real life characteristics McDonald’s Ronald Disney Characters – Asian Paints – Gattu Pillsbury Doughboy Kellogg's Bear Frosted Flakes -Tony the Tiger Duracell Bunnies Hush Puppies

Benefits Enhance brand personality & build

relationship with customers – Disney for kids Valuable Licensing properties – Barbie dolls,

Spiderman, Superman etc., All Disney Characters

Can be updated to suit the changing times

Slogans Short phrases that contain descriptive or persuasive

information Adds verbal reinforcement Design of slogans

TO build awareness and image Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)

Updation of slogans Find out contribution of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that

Slogans Just Do it When it absolutely positively has to be there

overnite No more tears Diamonds are forever We try harder On time every time

Benefits Often rich and colorful – attention getting and

help in creating brand awareness Help Brands in breaking through the “clutter”

in the market Communicate a key product benefit –

reliability, speed – Sprint telecom

Jingles Musical – easy recall - Airtel Reinforce brand positioning and enhance

POD’s or POP’s Useful when designing Ad campaigns

“Desert rose” – jaguar The axe song Helps in repetitive reminding

Packaging Identify the brand – strong brand association

with packaging style of company Convey descriptive & persuasive information Facilitate product transportation & protection

& storage Assist at-home storage (bottles and refill)

Packaging Aid Product consumption (screw-on cap in

soft drink) “Color vocabulary” (product and category) Innovations can boost sales – Soft drink cans,

2 litre bottles, chocolates in smaller packs, shampoos and hair oils in sachets – enhance product usage & consumption

Packaging Heineken beer – green bottle Cadbury- purple Kit-Kat – red Kodak films – yellow Pepsi - blue

Packaging Essentials Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management