Branding Elements

Course Instructor: Ms. Shyama Labh

Email: shyama@asiapacific.edu
• Brand knowledge structures depend on:
– The initial choices for the brand elements
– The supporting marketing program and the
manner by which the brand is integrated into it
– Other associations indirectly transferred to the
brand by linking it to some other entities
 Criteria for Choosing Brand Elements

• Memorability
Marketer’s offensive strategy
• Meaningfulness and build brand equity
• Likability
• 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.
• Easily recognizable
• Easily recalled
 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 information about particular attributes and benefits
of the brand
• The first dimension is an important determinant of brand
awareness and salience; the second, of brand image and
positioning.
 Likability
• Do customers find the brand element aesthetically
appealing?
• Descriptive and persuasive elements reduce the
burden on marketing communications to build
awareness.
• Rich visual and verbal imagery
 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.
BETTY CROCKER
MAKEOVER
 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.
 Tactics for Brand Elements
• A variety of brand elements can be chosen that inherently
enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.

 Brand Names
 URLs
 Logo
 Colors
 Characters
 Slogan/ Punch Line
 Tagline/ Baseline
 Jingle/ Signature Tune
 Brand Names
• Like any brand element, brand names must be chosen
with the six general criteria of memorability,
meaningfulness, likability, transferability,
adaptability, and protectability in mind.
 The Linguistics of Brand Names
• Existing words (including proper names,
compounds, foreign words)
– Mercedes, Golf, Bounty, Slim Fast,
Ja!Natürlich, Tempo, Nivea
• Newly created names (coined names)
with recognizable links to existing
words
– Rapso [rapeseed oil], clinique,
Milka,whiskas
• Artificial creations
– Kodak, Twix, Twingo
 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. In particular, the brand name can reinforce
an important attribute or benefit association that makes up
its product positioning.
 Brand Naming Procedures

• Define objectives
• Generate names
• Screen initial candidates
• Study candidate names
• Research the final candidates
• Select the final name
 Brand Names
 Core indicator of the brand.
 Shorthand means
 Great Research

Brand Names should be:-

 Easy to learn
 Support a symbol or slogan
 Familiar & meaningful
 Support desired associations
 Distinctive
 Short
 Easy to spell & pronounce
 Should not have poor meanings in other
languages and countries
 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 the current owner of the 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.
 Colors

 Significant impact on people’s emotional state.

 Specific mental associations.
 Soft/ Cool colors – Blue, Green, Violet ….
 Hard/ Warm Colors- Yellow, Red, Orange….
 Examples:
Blue text increases retention.
Yellow evokes cheerfulness.
Red and orange encourage diners to eat quickly.
Most legible color combinations are black on yellow/
white and green on white.
 LOGO
• Means to indicate origin, ownership or
association.
• Range from corporate names or
trademark to abstract logos.
• Abstract logo like Mercedes' Star Mark,
Nike’s Swoosh, Wipro’s Sunflower,
SBI’s key hole etc..
• Non-verbal.
Examples:
Lufthansa (Flying swan), Welcome Group of
Hotels (Namaskar), LIC (Diya)…., Apollo
Tyres.., SAIL…
Logo continue….

Abstract Logo Corporate Names

Logo continue….

Trademarks ™/ Registered TM®

A brand that has been given legal protection

(name and design) and has been granted
solely to its owner.

• A trademark protects a word, phrase, symbol

or design or a combination of these, that
identifies and distinguishes the goods or
services of one person or company from those
of others.
Examples
 Copyright ©
• Copyrights are a form of protection for the authors of “original
works of authorship,” including literary, dramatic, musical,
artistic, and certain other intellectual works.

• Copyright does not cover intellectual property such as titles,

names, short phrases, and slogans; familiar symbols or
designs; or mere variations of typographic ornamentation,
lettering, or coloring. This type of intangible property is often
more appropriately protected by a trademark.
 Characters
• Special type of brand symbol.
• Can be like human or animated character.
• Role in advertising & package design.

Examples:
• Some are animated like Pillsbury’s Poppin’ Fresh Doughboy,
• Britannia Treat ‘Funtoon’…..
• Others are live-action figures like Juan Valdez (Colombian
coffee), the Maytag repairman, and Ronald McDonald. Notable
newcomers include the AOL running man, the Budweiser frogs.
• Amul Girl, Asian Paint Gattu, Onida Devil, Britannia Tiger…
Characters in BM
 Slogans/Punch lines
• Short phrases communicate descriptive or persuasive
information
• Reinforce the name.
• Summarised headlines.
• Kept at least for one campaign.
• Can be printed or sung.
• Not more than 7-8 words.
• Idea centered.
Examples:-
•Farex. “A tastier way to grow.”
•Complan. “The complete planned food.”
•Cadbury. “Kuch meetha ho jaye.”
•Pepsi. “Yeh Pyaas Hai Badi”.
 Slogans
• Like a good neighbor,
State Farm is there
• Just do it
• Nothing runs like a Deere
• Help is just around the
corner
• Save 15% or more in 15
minutes or less
• Thanda matlab Coca
Cola
• Public ka Naya transport
• Baaki all bakwaas
• Nothing official about it
• We try harder
• We’ll pick you up
• Nextel – Done
• Zoom Zoom
• I’m lovin’ it
• Innovation at work
• This Bud’s for you
• Always low prices
• Yeh Dil Maange More
• Taste of India
• Cheeta bhi peeta hai
 Baseline/Tagline
• A tagline is a variant of a branding slogan
typically used in marketing materials and
advertising.

• The idea behind the concept is to create a

memorable phrase that will sum up the tone and
premise of a brand or product (like a film), or to
reinforce the audience's memory of a product
Examples:-
• Nike- Just Do It.
• Wipro – Applying Thoughts.
• Britannia – Eat Healthy, Think Better.
 Jingle/Signature Tune
• Musical messages written around the brand.
• Catchy
• Most valuable in enhancing brand awareness.

Examples:
• Amul “Utterly Butterly Delicious”.
• Cadbury Dairy Milk “Kya baat Jindagi ki”.
• Titan Music
• Nokia
• Idea – 9818……
 PACKAGING
- Part of the actual product or wrapper of a brand/product.
- Consists of a products physical container, label and/or insert.
- Approximately 10% of product selling cost.
- Can effect purchase decisions.

Packaging Functions include:

• Protect product and maintain functional form.
• Aesthetically correct.
• Offer convenience, Usage (dispersement)
• Promote product by communicating features
• Develop reusable package for alternative use.
 Packaging
• From the perspective of both the firm and 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

Source: Susan B. Bassin, “Value-Added Packaging Cuts through Store Clutter

Marketing News, 26 September 1988, 21.
Packaging
 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.
 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.
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.

Source: 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 and image.
• The cohesiveness of the brand identity
depends on the extent to which the brand
elements are consistent.
THANK YOU