Session 4

CHAPTER: 4
Choosing Brand
Elements to Build
Brand Equity
Figure 4-1: Criteria for Choosing Brand
Elements
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

By Kevin Lane Keller, Ambi M. G. Parameswaran and Isaac Jacob
Types of Brand Elements
Logos and
Brand Names URLs
Symbols
Characters Slogans Jingles
Packaging

Brand Names
Captures the central theme or key associations of a product in
a very compact and economical fashion.
Most difficult element for marketers to change:

• Closely tied to the product in the minds of consumers
• Naming guidelines
• Naming procedures

Naming guidelines
• Simplicity and ease of pronunciation and spelling.
• Familiarity and meaningfulness.
• Differentiated, distinctive, and unique.
• Brand associations:
• Morpheme: Smallest linguistic unit having meaning.
• Plosives: The letters b, c, d, g, k, p, and t.
• Sibilants: Sounds like s and soft c.
Naming procedure
• Define objectives
• Generate names
• Screen initial candidates
• Study candidate names
• Research the final candidates
• Select the final name

Uniform Resource Locators (URLs)
Specify locations of pages on the web.
Known as domain names.
Protect the brands from unauthorized use in other domain
names.
Cybersquatting - Registering, trafficking in, or using a
domain name with bad-faith to profit from:
• The goodwill of a trademark belonging to someone else

Logos and Symbols
Indicate origin, ownership, or association.
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.

• Benefits:
• Easily recognized and can be a valuable way to identify
products.
• Versatile.
• Abstract logos offer advantages when the full brand name is
difficult to use for any reason.
• Unlike brand names, logos can be easily adapted over time
to achieve a more contemporary look.

Characters
Special type of brand symbol.
• One that takes on human or real-life characteristics

introduced through advertising and can play a central role
in ad campaigns and package designs

• Benefits:
• Tend to be attention getting and quite useful for creating
brand awareness.
• Help brands break through marketplace clutter as well as
help communicate a key product benefit.
• The human element of brand characters can enhance
likeability and help create perceptions of the brand as fun
and interesting.
• A consumer may more easily form a relationship with a
brand when the brand literally has a human or other
character presence.

• Brand characters do not typically have direct product
meaning, therefore they can be transferred relatively easily
across product categories.
• Cautions:
• Can be so attention getting and well liked that they
dominate other brand elements and actually dampen brand
awareness.
• Must be updated over time so that their image and
personality remain relevant to the target market.

Slogans
• 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

• Benefits:
• Help build brand awareness by making strong links between
the brand and the corresponding product category.
• May serve as tag lines to summarize the descriptive or
persuasive information conveyed in the ads.
• Designing slogans
• Slogans should be designed in such a way that they
contribute to brand equity in multiple ways.
• Slogans also can contain product-related messages and
other meanings.

• Updating slogans
• In updating slogans marketers should:
• Recognize how the slogan is contributing to brand
equity, if at all, through enhanced awareness or image.
• Decide how much of this equity enhancement, if any, is
still needed.
• Retain the needed or desired equities still residing in the
slogan as much as possible while providing whatever
new twists of meaning are necessary to contribute to
equity in other ways.

Jingles
• Musical messages written around the brand.
• Have catchy hooks and choruses that become permanently

registered in the minds of listeners.
• Enhance brand awareness by repeating the brand name in

clever and amusing ways.

Packaging
Activity of designing and producing containers or wrappers.
From the perspective of both the firm and consumers,

packaging must:
• Identify the brand.
• Convey descriptive and persuasive information.
• Facilitate product transportation and protection.
• Assist in at-home storage.
• Aid product consumption.

• Benefits:
• Structural packaging innovations can create a point of
difference that permits a higher margin.
• New packages can also expand a market and capture new
market segments.
• Packaging changes can have immediate impact on customer
shopping behavior and sales.
• Packaging at the point of purchase

• Many consumers may first encounter a new brand on the
supermarket shelf or in the store therefore right packaging
can create strong appeal on the store shelf and help
products stand out from the clutter.
• WhenStrategic
few product differences
Brand Management: existandinManaging
Building, Measuring, someBrand
categories,
Equity, 4e
• Package designing
• Integral part of product development and launch.
• Specialized package designers bring artistic techniques and
scientific skills to package design in an attempt to meet the
marketing objectives for a brand.
• Packaging color affect consumers’ perceptions of the
product itself.

• Packaging changes
• Firms change their packaging:
• To signal a higher price, or to more effectively sell
products through new or shifting distribution channels.
• When a significant product line expansion would benefit
from a common look.
• To accompany a new product innovation to signal
changes to consumers.
• When the old package looks outdated.

Figure 4.8: Critique of Brand Element
Options

To Sum up...
• Entire set of brand elements makes up the brand identity.
• Cohesiveness of the brand identity depends on the extent

to which the brand elements are consistent.
• Each brand element plays a different role in building

brand equity, so marketers should “mix and match” to
maximize brand equity.


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CHAPTER: 4

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Characters Slogans Jingles

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Most difficult element for marketers to change:

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Range from corporate names or trademarks written in a

• Be completely unrelated to the corporate name or

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

• One that takes on human or real-life characteristics

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

• Short phrases that communicate descriptive or

• Function as useful “hooks” or “handles” to help

• Indispensable means of summarizing and translating the

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

• Musical messages written around the brand.

• Have catchy hooks and choruses that become permanently

• Enhance brand awareness by repeating the brand name in

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

From the perspective of both the firm and consumers,

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

• Packaging at the point of purchase

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

• Cohesiveness of the brand identity depends on the extent

• Each brand element plays a different role in building

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4e

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