Brand Elements 2. Choosing Brand Elements To Create Brand Equity

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Brand Elements
2. Choosing Brand Elements to Create Brand Equity
Prepared by Rameez Mansoor Jalali

Choosing Brand Elements to create Brand Equity
Brand Names
• The brand name is a fundamentally important choice because it often captures the central
theme or key associations of a product in a very compact and economical fashion.
• Brand names can be an extremely effective shorthand means of communication
• Whereas an advertisement lasts half a minute and a sales call could run to hours,
customers can notice the brand name and register its meaning or activate it in memory in
just a few seconds.
• The brand name is also the most difficult element for marketers to change.
• So they systematically research them before making a choice.

URL’s
• URLs (uniform resource locators) specify locations of pages on the Web and are also
Commonly referred to as domain names.
• To own a specific URL one must register and pay for the name.
• As companies clamored for space on the Web, the number of registered URLs increased dramatically.
• Every three-letter combination and virtually all words in a typical English dictionary have been
registered.
• The sheer volume of registered URLs often makes it necessary for companies to use coined words for
new brands if they wish to have a Web site for the brand.
• Another issue facing companies with regard to URLs is protecting their brands from unauthorized use in
other domain names.
Logos
• Visual elements also play a critical role in building brand equity and especially brand awareness.
• Logos have a long history as a means to indicate origin, ownership, or association.
• 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.
• Examples of brands with strong word marks and no accompanying logo separate from the name
include Coca-Cola, Dunhill, and Kit Kat.
• Examples of abstract logos include the Mercedes star, Rolex crown, CBS eye, Nike swoosh, and
Olympic rings.
• These non–word mark logos are also often called symbols.
Characters
• Characters represent a special type of brand symbol, one that takes on human or
real-life characteristics.
• Brand characters typically are introduced through advertising and can play a central
role in ad campaigns and package designs.
• Some are animated characters like the Michelin Tire, Energizer Cell Bunny, and
Chicky from KFC.
• Others are live-action figures Ronald McDonald.
• One character has been both in its lifetime.
Slogans
• Slogans are short phrases that communicate descriptive or persuasive information about the
brand.
• They often appear in advertising but can play an important role on packaging and in other
aspects of the marketing program.
• When Snickers advertised, “Hungry? Grab a Snickers,” the slogan also appeared on the
candy bar wrapper itself.
• Slogans are powerful branding devices because, like brand names, they are an extremely
efficient, shorthand means to build brand equity.
Jingles
• Jingles are musical messages written around the brand.
• Composed by professional songwriters, they often have enough catchy hooks and choruses to
become almost permanently registered in the minds of listeners, sometimes whether they want
them to or not!
• During the first half of the twentieth century, when broadcast advertising was confined
primarily to radio, jingles were important branding devices.
• We can think of jingles as extended musical slogans, and in that sense classify them as a
brand element. Because of their musical nature, however, jingles are not nearly as transferable
as other brand elements.
• They can communicate brand benefits, but they often convey product meaning in a non-
direct and fairly abstract fashion.
• Thus the potential associations they might create for the brand are most likely to relate to
feelings and personality and other intangibles.
• Jingles are perhaps most valuable in enhancing brand awareness.
• Often, they repeat the brand name in clever and amusing ways that allow consumers multiple
encoding opportunities.
• Consumers are also likely to mentally rehearse or repeat catchy jingles after the ad is over,
providing even more encoding opportunities and increasing memorability.
• A well-known jingle can serve as an advertising foundation for years.
Packaging
• Packaging is the activities of designing and producing containers or wrappers for a product.
• From the perspective of both the firm and consumers, packaging must achieve a number of
objectives
1. Identify the brand.
2. Convey descriptive and persuasive information.
3. Facilitate product transportation and protection.
4. Assist in at-home storage.
5. Aid product consumption.
• Marketers must choose the aesthetic and functional components of packaging correctly to achieve
marketing objectives and meet consumers’ needs.
• Aesthetic considerations govern a package’s size and shape, material, color, text, and graphics.
Conclusion
Six criteria are particularly important and should be kept in mind when choosing Brand Elements:
First, brand elements should be inherently memorable, easy to recognize, and easy to recall.
Second, they should be inherently meaningful to convey information about the nature of the
product category, the particular attributes and benefits of a brand, or both. The brand element may even
reflect brand personality, user or usage imagery, or feelings for the brand.
Third, the information conveyed by brand elements does not necessarily have to relate to the
product alone and may simply be inherently appealing or likable.
Fourth, brand elements can be transferable within and across product categories to support
line and brand extensions, and across geographic and cultural boundaries and market segments.
Fifth, brand elements should be adaptable and flexible over time.
Finally, they should be legally protectable and, as much as possible, competitively defensible.

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Prepared by Rameez Mansoor Jalali

• Brand names can be an extremely effective shorthand means of communication

• So they systematically research them before making a choice.

Fifth, brand elements should be adaptable and flexible over time.

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