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8/3/2019 Brand Elements (2)
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Brand Elements
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So what are they?
The identities / trademarked elements
that help customers in identifying theBRAND
Can you think of some examples?
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Symbols
Logos
The URL of the company Jingles used in its advertising
Slogans
Spokespersons
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What purpose do brandElements serve?
Creating Brand awareness
Communicating brand feelings Facilitating brand association
In simple terms, BRAND BUILDING
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How to choose BRANDELEMENTS?
Criteria 1 - MEMORABILITY
- Are you able to RECOGNIZE thebrand easily?
- How easy is the brand to rememberand recall?
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Criteria 2 -MEANINGFULNESS
Is the brand able to give you enoughreasons to PICK IT UP?
Would you be interested in acampaign that is persuasive or non-
persuasive?
How DESCRIPTIVE is the brand?
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Criteria 3 - Likeable
Is the Brand AESTHETICALLY great?
What kind of a brand do you like? -Fun and interesting to relate with orsomething MUNDANE?
Are there rich visuals?
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Criteria 4 - TRANSFERABLE
It must be transferable within itscategory
( Does it provide for line / brandextensions?)
- Across Categories
- Across Geographic barriers
-
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When you transferRemember
The meaning must not be irrelevant
It should not have any derogatoryconnotation
It must be LESS SPECIFIC and MOREGENERIC
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Criteria 5 - ADAPTABILITY
Customers are bound to SHIFT
OPINIONS
Tastes are CONTINUOUSLY CHANGING
Brands have to be UPDATED
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Criteria 6 - PROTECTABILITY
Does the brand comply with LEGALformalities?
Is it registered with the appropriateLEGAL ENTITIES?
Are your trademarks protected?
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Brand Mishaps!
Chevy NOVA In spanish, it meansChevy does not Go
PEPSI Brings you back to life However, in Chinese, it has a
different meaning
Clairol HAIR Company Mist Stick
manure
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Tactics for choosing BRANDELEMENTS
First, place importance to the NAME
Ensure that the Name is suggestiveof the brand and can cut across
categories
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Descriptive Does the name meansomething that discusses about theproduct / brand category?
Singapore Airlines
Pulsar bikes XEROX
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Are these Good BrandNames?
If you were to suddenly spot somenames like these, what would itsymbolize?
- Toyota
- Color Plus - Budweiser
- Nerolac
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Is your brand nameSuggestive?
Does the name embody what itstands for?
- What does the name MARCH bringto mind?
- Does NABISCO quickly bring tomind what it stands for?
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The Long and short of It!
Linc pens
Tata car
Big FM Fruzen Gladje icecream
Coca Cola
Chevrolet
Harley Davidson
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Ease of pronunciation
Wyborowa vodka pronounced Vee-ba-rova
Fruzen Gladje Ice-cream
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The case of Honda Precis
The company wanted to show thatthe car is Precise and Accurate
However, Pree Sus, Pray see, Pray
Sus are other words of pronouncingit
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How do brands EnhanceBrand Recall?
- Alliterations Coca Cola
- Assonance Repeating vowelsounds
Onomatopoeia Sizzler, Ping Golf,Cracker cookies, Appy Fizz
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Naming procedure
Define the branding objective
Try and have as many names as youcan Brainstorm
SCREENING of the name
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What to do while screening?
Remove any double meaning
Is the name already in use?
What if the name has a legal
complications?
Is it in line with your objectives?
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Get descriptive information about thenames that have been selected
Consumer research and consumertesting
Choose the name that matches theorganizations objective
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Naming Procedure Steps
1. Project Brief to be discussed
2. Naming Strategy Report
3. Working Committee formation4. Keyword(s)
5. Name generation Brainstorm
6. Preliminary Name selection
7. Shortlisting of Names
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Contd
8. Legal Search
9. Consumer Testing
10. Final Name