Choosing Brand Elements To Build Brand Equity

CHOOSING BRAND ELEMENTS TO BUILD
BRAND EQUITY
Brand Elements
 Brand Elements are those trademarkable devices that
serve to identify and differentiate the brand
 They are sometimes called brand identities
 The key ones are:

 Brand names
 URLs
 Logos
 Symbols
 Characters
 Spokespersons
 Slogans
 Jingles
 Packages
 Signage
Brand Elements
 Marketers should choose brand elements to enhance:
 Brand awareness
 Facilitate the formation of strong, favourable and unique
brand associations
 Elicit positive brand judgments and feelings
 The test of brand-building ability of brand elements is

what consumers think about the product if they knew
only its brand name, logo, and other characteristics
Criteria for Choosing Brand Elements
 Memorability
Marketer’s offensive strategy
 Meaningfulness and build brand equity
 Likeability
 Transferability
 Adaptability Defensive role for leveraging
and maintaining brand equity
 Protectability
Memorability
 Brand elements should inherently be
memorable and attention-getting, and therefore
facilitate recall or recognition
 Rin
 Nike
 Pepsi
 Coco Cola
Meaningfulness
 Brand elements may take on all kinds of meaning, with
either descriptive or persuasive content
 Two particularly important criteria

 General information about the nature of the product category
 Specific info about particular attributes and benefits of brand
 The first dimension is an important determinant of

brand awareness and salience
 The second, of brand image and positioning

Likeability
 Do customers find the brand element
aesthetically appealing?
 Brand elements can be rich in imagery and

inherently fun and interesting
 A memorable, meaningful and likeable set of

brand elements offer many advantages
Transferability
 How useful is the brand element for line or
category extensions?
 To what extent does the brand element add to

brand equity across geographic boundaries and
market segments?
Adaptability
 The more adaptable and flexible the brand
element, the easier it is to update it to changes
in consumer values and opinions
 For example, logos and characters can be

given a new look or a new design to make
them appear more modern and relevant
4.10
Protectability
 Marketers should:
1. Choose brand elements that can be legally
protected internationally
2. Formally register chosen brand elements with the
appropriate legal bodies
3. Vigorously defend trademarks from unauthorized
competitive infringement
Brand Names
 Like any brand element, brand names must
be chosen with the six general criteria:
 Memorability
 Meaningfulness
 Likeability
 Transferability
 Adaptability
 Protectability
Brand name is…
 …is the first point of contact between the
message and the mind
 ‘The brand name is a knife that cuts the mind

to let the brand message inside’
– Ries & Trout
Guidelines
 It’s not the goodness or badness of the name in
an aesthetic sense that determines
effectiveness
 It’s the appropriateness of the same
 Name begins the positioning process, tells the

prospect what the product’s major benefit is
Brand Naming Guidelines
 Brand awareness
 Simplicity and ease of pronunciation and spelling
 Familiarity and meaningfulness
 Differentiated, distinctive, and uniqueness
 Brand associations
 The explicit and implicit meanings consumers extract from
it are important
 Brand name can reinforce an important attribute or benefit
association that makes up its product positioning
Brand Naming Guidelines
 Should be acceptable in all key languages
 Should be appropriate when geographically spread
 Should be amenable for easy registration

Brand Naming Procedures
 Define objectives
 Generate names
 Screen initial candidates
 Study candidate names
 Research the final candidates
 Select the final name
URLs
 URLs (uniform resource locators) specify

locations of pages on the web and are also
commonly referred to as domain names
 A company can either sue current owner of

URL for copyright infringement, buy the name
from the current owner, or register all
conceivable variations of its brand as domain
names ahead of time
Logos and Symbols
 Play a critical role in building brand equity and
especially brand awareness
 Logos range from corporate names or

trademarks (word marks with text only) written
in a distinctive form, to entirely abstract designs
that may be completely unrelated to the word
mark, corporate name, or corporate activities
Characters
 A special type of brand symbol that takes on human or real-
life characteristics
 Could be animated like Pillsbury’s Poppin’ Fresh Doughboy,

Kellogg's Tony the Tiger, Met Life’s Peanuts
 Could be live-action figures like Ceat’s Rhinoceros, Ronald
McDonald, The MRF man
Slogans
 Slogans are short phrases that communicate
descriptive or persuasive info about the brand
 Slogans are powerful branding devices

because, like brand names, they are an
extremely efficient, shorthand means to build
brand equity
Classic Slogans
4.40
Jingles
 Jingles are musical messages written around the brand
 They often have catchy hooks and choruses to

become almost permanently registered in the minds of
listeners
 Sometimes whether they want them to or not!
 Jingles are perhaps most valuable in enhancing brand

awareness
Packaging
 From the perspective of company &
consumers, packaging must achieve a number
of objectives:
 Identify the brand
 Convey descriptive and persuasive information
 Facilitate product transportation and protection
 Assist at-home storage
 Aid product consumption

Packaging Can Influence Taste
 Our sense of taste and touch is very
suggestible, and what we see on a package can
lead us to taste what we think we are going to
taste
4.43
Packaging Can Influence Value
 Long after we have bought a product, a package
can still lead us to believe we bought it because
it was a good value
4.44
Packaging Can Influence
Consumption
 Studies of 48 different types of foods and
personal care products have shown that people
pour and consume between 18% and 32%
more of a product as the size of the container
doubles
Valerie Folkes, Ingrid Martin and Kamal Gupta,

“When to Say When: Effects of Supply on Usage,”
Journal of Consumer Research, 20 December 1993, 467-477.
Packaging Can Influence How a
Person Uses a Product
 One strategy to increase use of mature products has
been to encourage people to use the brand in new
situations, like soup for breakfast, or new uses, like
baking soda as a refrigerator deodorizer
 An analysis of 26 products and 402 consumers

showed that twice as many people learned about the
new use from the package than from television ads
Putting It All Together
 The entire set of brand elements makes up the
brand identity
 The contribution of all brand elements to awareness &
image
 The cohesiveness of brand identity depends on

extent to which brand elements are consistent

Choosing Brand Elements To Build Brand Equity

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CHOOSING BRAND ELEMENTS TO BUILD

 The key ones are:

 The test of brand-building ability of brand elements is

 Two particularly important criteria

 The first dimension is an important determinant of

 The second, of brand image and positioning

 Brand elements can be rich in imagery and

 A memorable, meaningful and likeable set of

 To what extent does the brand element add to

 For example, logos and characters can be

 ‘The brand name is a knife that cuts the mind

 It’s the appropriateness of the same

 Name begins the positioning process, tells the

 Should be appropriate when geographically spread

 Should be amenable for easy registration

 URLs (uniform resource locators) specify

 A company can either sue current owner of

 Logos range from corporate names or

 Could be animated like Pillsbury’s Poppin’ Fresh Doughboy,

 Slogans are powerful branding devices

 They often have catchy hooks and choruses to

 Jingles are perhaps most valuable in enhancing brand

 Facilitate product transportation and protection

 Assist at-home storage

 Aid product consumption

Valerie Folkes, Ingrid Martin and Kamal Gupta,

 An analysis of 26 products and 402 consumers

 The cohesiveness of brand identity depends on

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