Brand element
A brand element is a trademarkable device that serves to identify and differentiate the brand
Where does brand element come in when building a brand
Brand elements are the starting point of brand building.
Brand elements are the identity to which associations are linked.
How to evaluate a brand
Transferable
o Defensive strategy (maintains brand equity)
o Brand element adds to brand extensions and across geographic or market segments
Likeable
o Builds brand equity
o Is it aesthetically pleasing
o Fifa world cup
Meaningful
o Baskin robins (31 flavours logo)
o Tostitos (people sharing chips in the t’s)
Adaptable
o Can be updated over time
o Flexible brand element
o The green giant over time
Protectable
o Legally protectable internationally
o Protect against unauthorized elements
Brand name
- Simple and easy to pronounce or spell
- Familiar
- Meaningful
- Different, distinctive, and unusual
Brand associations
Implicit and explicit meanings of a name are important
Improve recall and pronounceability with:
- Alliteration (peter piper picked)
- Assonance (mikes bike has bright white stripes)
- Consonance (Krispy Kreme)
- Rhythm
Logos:
Visual elements play a critical role in building brand equity and brand awareness:
o Indicate origin, ownership, or association
o 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
Symbols
- Nonword mark logos
- Distinctive, recognizable
- Non-verbal and transfer across cultures and geographies
Fonts
Font convey meaning while typeset can become the logo/ part of the logo
Characters
Special type of brand symbol:
o One that takes on human or real-life characteristics
Tony tiger has nothing to do with frosted flakes, but it has a meaning
Slogan
- Short phrases that communicate descriptive or persuasive information about the brand
- Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand
- Indispensable means of summarizing and translating the intent of a marketing program
Designing slogans:
- Designed so they contribute to brand equity in multiple ways
- Can contain product-related messages and other meanings
Future of Packaging
- Information about the product
- Protects the products
- Good for home storage
- What can it do for the demand of the product?
- Packaging can change because of price
- Product line expansion, common look and feel
Associations with colour
- Yellow – inexpensive
- White – low fat
- Green – Environmental
- Red or black – luxury
