Choosing Brand Elements to

Build Brand Equity

Ch 4
Names, logos, symbols, characters, slogan, jingles, packages and
signage

Brand Elements must

m e n ts :
a nd E l e
ensure: s t o fB r in k /
• Te o u ld t h
• Awareness a t C us w c t i f
W h e p ro d u
a b o u t t h t
• Strong, Favorable fe e l y a b o u
n e w o nl
and unique they k e n t a n d
n d el e m
association that br a e a b o u t
i n g e ls
o t a n y th
• Positive Brand n
pr o d u ct
judgment/ attitude the
Offensive Strategy to build Defensive Strategy to
brand Equity leveraging and maintaining
• Memorable : awareness Brand Equity and
Easily recognized • Transferable
Easily recalled Within and across product
• Meaningful categories
Descriptive: product category wise : Across borders and cultures
awareness • Adaptable
Persuasive: particular benefit : brand Flexible
image
Updatable
• Likable
• Protectable
Fun and Interesting
Rich Visual and Verbal Imagery Legally
Aesthetically pleasing Competitively

Criteria for Choosing Brand Elements

Brand Elements: Transferable across different categories/ countries
Brand Elements Adaption
 Brand Elements Adaption

http://adage.com/article/news/change-reebok-logo-shift-pros-crossfit/291923/
Brand Elements Adaption:
rebranding
Cloner and
Counterfeiter
 Options and Tactics for Brand Elements
1. Brand Na Naming Procedures:
me:
• Simple 1. Define Objective :
• Easy to what the name
should convey?
pronounce/
spell 2. Generate Names
• Distinct
ive and 3. Screen against
Unique
• Meaning brand objectives
ful and legal issues
• Familiar
4. Conduct Customer
research :
Must ensur memorability and
e: Recall,
WOM , asso meaningfulness
ciation ,
description 5. Select
, etc
jzhiv-on-shee
 Options and Tactics for Brand Elements
Brand Taxonomy: Descriptive (functions based) n Suggestive (benefit/
positioning based)
Surname: Khan Brothers, Dell, Cadbury , Gerber
Descriptive (product category, functional benefits,
feature, attributes, location of origin, etc): The Bangladesh
Steel Re-Rolling Mill (BSRM), Pizza Corner, Mezban Curry, Paya House
Invented (meaningless): RFL , Google, Xerox (xerography),Sony,
Häagen-Dazs ,IKEA, BSRM
Connotative: Aarong (village fair),PRAN, Nike, Reebok, Noir (Intangible
value wise related), Smile (Metaphor based)
Arbitrary: Apple, Yahoo!, Orange
Compound : Netflix, ColorStay, Sunsilk, Madchef, FujiFlim, DuraCell,
(made up but meaningful)
Apple Naming: https://www.brandingstrategyinsider.com/2011/11/how-did-apple-computer-
get-its-brand-name.html#.Wy-I2FUzbIU
The name "Google" originated from a misspelling of "googol", which refers to the number
represented by a 1 followed by one-hundred zeros.
https://www.youtube.com/watch?
v=UKc271fj2ok
https://www.canva.c
om/learn/canva-for-
work-brand-fonts/
https://www.whiteriverdesign.com/meaning-s
hapes-design/

Natural/Organic shapes

Geometric shapes

Natural/Organic shapes

Abstract shapes

https://www.freelogoservices.com/blog/2019/
07/09/shapes-in-logo-design/
 Options and Tactics for Brand Elements
2. Logos/Symbols
Logo: the brand names written in a distinctive
form/word mark/ abstract design: Nike
Symbol: non word mark
Ensures visual representation
Symbol/ the name itself
Need to communicate what the symbol means
Benefits:
• Recognition
• Versatility : extension
• Adaptive
• Short form
Options and Tactics for Brand Elements

3. C h a
racter
• At t e s
ntion:
• Br an fun int
d A wa erestin
r e n g
• Br ea ess
k t hr o
• Co m ugh cl
munic utter
• Lika a te B r
bility and Be
nefits
• Lice
nsing
opport
unity
 Options and Tactics for Brand Elements
4. Slogan g le s :
5. Ji n a g e
m e s s
Short Phrases that a l
music n : f u n
communicates t te n tio
• A s t i n g
descriptive or e
inter ar e n e ss
persuasive info n d A w
B r a g h
Benefits:
•
th r o u
e a k
• Br r
Brand Awareness c l u t te
n i ca te
Identification m m u
• Co n e f i ts
d B e
Attention Bran
a b i l i ty
Adaptive • Lik
e c a ll ble
• R n s fe ra
o t T r a
Fill out 4.7 pg 163 • N
Multiple contents under one campaign with same slogan
 Options and Tactics for Brand Elements
6. Packaging
e ne f i t s: o n
B t if i ca t i
Activities of designing/
d i d e n
producing containers/ wrappers • Bran
g n i t i o n
• Reco
for the product. Has to be
. Aesthetic
• P OD
• Functional i o n
A tt r a c t rs
Objectives: • e c a t e
r e n t s iz
• Identify the brands • Diffe t a r g e t
i f f er e n t
• Convey descriptive and d
g m e n ts
Persuasive info se a l e s
t t im e s
• Facilitate transportation • S h o r u r ed
f o r m a t
and protection bo o s t
• Storage facilities r o d u c t
p
I m a g e
• Brand
• Aid product consumption
 Implication: Create a poster presentation

Create Brand Elements strategies (both offensive and

defensive) for a hypothetical product (small business)
to build brand equity and justify you strategies .
• Brand name
• Logo/ symbol
• Character
• Packaging
• Tagline
• Jingle
Date of Submission: next class
•