Brand Elements

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So what are they?

The identities / trademarked elements that help customers in identifying the BRAND Can you think of some examples?

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Symbols Logos The URL of the company Jingles used in its advertising Slogans Spokespersons
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What purpose do brand Elements serve?

Creating Brand awareness Communicating brand feelings Facilitating brand association In simple terms, BRAND BUILDING
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How to choose BRAND ELEMENTS?

Criteria 1 - MEMORABILITY

- Are you able to RECOGNIZE the brand easily? - How easy is the brand to remember and recall?
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Criteria 2 MEANINGFULNESS

Is the brand able to give you enough reasons to PICK IT UP? Would you be interested in a campaign that is persuasive or nonpersuasive? How DESCRIPTIVE is the brand?
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Criteria 3 - Likeable

Is the Brand AESTHETICALLY great? What kind of a brand do you like? Fun and interesting to relate with or something MUNDANE? Are there rich visuals?
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Criteria 4 - TRANSFERABLE

It must be transferable within its category

( Does it provide for line / brand extensions?)

- Across Categories - Across Geographic barriers

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When you transfer Remember

The meaning must not be irrelevant It should not have any derogatory connotation It must be LESS SPECIFIC and MORE GENERIC
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Criteria 5 - ADAPTABILITY

Customers are bound to SHIFT OPINIONS Tastes are CONTINUOUSLY CHANGING Brands have to be UPDATED
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Criteria 6 - PROTECTABILITY

Does the brand comply with LEGAL formalities? Is it registered with the appropriate LEGAL ENTITIES? Are your trademarks protected?
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Brand Mishaps!

Chevy NOVA In spanish, it means Chevy does not Go PEPSI Brings you back to life However, in Chinese, it has a different meaning Clairol HAIR Company Mist Stick manure 5/6/12

Tactics for choosing BRAND ELEMENTS

First, place importance to the NAME Ensure that the Name is suggestive of the brand and can cut across categories

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Descriptive Does the name mean something that discusses about the product / brand category? Singapore Airlines Pulsar bikes XEROX
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Are these Good Brand Names?

If you were to suddenly spot some names like these, what would it symbolize? - Toyota - Color Plus - Budweiser - Nerolac
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Is your brand name Suggestive?

Does the name embody what it stands for? - What does the name MARCH bring to mind? - Does NABISCO quickly bring to mind what it stands for?
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The Long and short of It!

Linc pens Tata car Big FM Fruzen Gladje icecream Coca Cola Chevrolet Harley Davidson
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Ease of pronunciation

Wyborowa vodka pronounced Veeba-rova Fruzen Gladje Ice-cream

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The case of Honda Precis

The company wanted to show that the car is Precise and Accurate However, Pree Sus, Pray see, Pray Sus are other words of pronouncing it
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How do brands Enhance Brand Recall?

- Alliterations Coca Cola - Assonance Repeating vowel sounds Onomatopoeia Sizzler, Ping Golf, Cracker cookies, Appy Fizz
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Naming procedure

Define the branding objective Try and have as many names as you can Brainstorm SCREENING of the name

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What to do while screening?

Remove any double meaning Is the name already in use? What if the name has a legal complications? Is it in line with your objectives? 5/6/12

Get descriptive information about the names that have been selected Consumer research and consumer testing Choose the name that matches the organizations objective
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Naming Procedure Steps

1. 2. 3. 4. 5. 6. 7.

Project Brief to be discussed Naming Strategy Report Working Committee formation Keyword(s) Name generation Brainstorm Preliminary Name selection Shortlisting of Names

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Contd
8. Legal Search 9. Consumer Testing 10. Final Name

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