CHOOSING BRAND

ELEMENTS TO BUILD
BRAND EQUITY

Building
Customer-Based Brand Equity
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
4.2

Criteria for Choosing Brand

Elements

Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability

Marketers offensive strategy

and build brand equity

Defensive role for leveraging

and maintaining brand equity

4.3

Memorability
Brand elements should inherently be
memorable and attention-getting,
and therefore facilitate recall or
recognition.

4.4

MEMORABLE
How easily is the
brand element
recalled and
recognized.
Short brand
names.

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
4.6
positioning.

MEANINGFUL
Is the brand
element
credible and
suggestive of
the
corresponding
category.
Inherent
meaning.

Likability
Do customers find the brand element
aesthetically appealing?
Descriptive and persuasive elements
reduce the burden on marketing
communications to build awareness.

4.8

LIKABLE
How aesthetically
appealing is the
brand element.
Concrete brand
names.

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?
Which Country

4.10

Coca Cola across the world

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.
4.12

Googles Up to
date
Adaptation

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.
4.14

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
Logos and symbols
Characters
Slogans
Packaging
4.15

Visuals Of Brand elements

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.

4.17

Brand Naming Guidelines

Brand awareness
Simplicity and ease of pronunciation and
spelling
Chevrolet

Familiarity and meaningfulness

Differentiated,
distinctive,
uniqueness

4.18

and

 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.

Naming the Brand

Descriptive
Function described
literally in the brand
name

Singapore Airlines
Overnite Express
Amul dairy whitener
Sugar free

Suggestive
Suggestive of a benefit
Head and Shoulders
Shampoo
Close-up toothpaste

Naming the Brand

Compound
Minnesota Mining and
ManufacturingCompan
y.

Classical
Jatra
Balaji Telefilms

Arbitrary

(real
words without direct
connection)
Apple
Orange
Mango

Fanciful
Pepsi
Ariel

Brand Naming Procedures

Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name

4.23

Naming Procedures
1. Define the branding objectives in terms
of the six general criteria

2. Generate as many names and concepts

as possible
3. Screen the names on the basis of
branding objectives. Eliminate names that have unintentional double meaning
are unpronounceable, already in uses, or too
close to an existing name etc
having legal complications

Contd: Naming Procedure

4.Collect extensive information on each
of the final 5 to 10 names
5. Consumer research is conducted to
test the memorability and
meaningfulness of the name
6. Choose a name and the register it.

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 believable variations of its
brand as domain names ahead of
4.26

URLs

Keep it as simple as possible

Avoid Clichs
Reinvent a real word
Make new words

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
4.28

Logos and symbols

Types of logos Corporate names or trademarks
written in a distinctive form, e.g.
Coca-Cola, Kit-Kat
Abstract logos that are unrelated to
the word mark, corporate name, e.g.
Mercedes. These are called symbols.

Recognized Trademarks and Symbols help in Promotion

Logos and symbols

Benefits:
Logos and symbols are easily recognized
They are versatile. Nonverbal logos can be
updated with time and generally transfer
well across culture.
When the name is long and cumbersome,
logos could more easily appear as an
identification device.

Characters
A special type of brand symbolone that
takes on human or real-life characteristics
Some are animated like Pillsburys Poppin
Fresh Doughboy, Peter Pan peanut butters
character, and numerous cereal characters
such as Tony the Tiger, Capn Crunch, and
Amul girl.

4.32

Characters (Fido Dido of 7-up,

Loui of Mortein)
Characters represent a special
type of brand symbol-one that
takes on human or real life
characteristics.
Because they are often colorful
and rich in imagery, they tend to
be attention getting.
Brand characters can be so
attention getting and well liked

Slogans
Slogans
are
short
phrases
that
communicate descriptive or persuasive
information about the brand.
Slogans are powerful branding devices
because, like brand names, they are an
extremely efficient, shorthand means
to build brand equity
What the brand is?
What makes it special?
4.35

Slogans
Benefits
They help to build brand awareness
(e.g. Lux:Beauty bar of film stars)
Make strong links between the brand
and product category(Frooti :Fresh N
Juicy)
They can help to reinforce the brand
positioning and desired POD (Thanda
Matlab Coca Cola)

Packaging
Packaging involves the activities of
designing and producing containers
or wrappers for a product.
Objectives of packaging:
Identify the brand
Convey information
Facilitate product transportation and
protection
Assist at home storage
Aid product consumption

Packaging
Benefits:
Assist in product recognition
Packaging can create strong POD that
permits a higher margin (e.g.
perfume).

Packaging changes can have

immediate impact on sales

The Body Shop

In breaking with the conventions of
packaging, the Body Shop went beyond
graphics. The existing category players
believed that since body products essentially
represented a product category where the
packaging was actually what you paid for.
Anita sold her products in cheap plastic
bottles-she was aiming for a different kind of
emotional value.
Making the bottle unimportant threw
attention on what is inside the bottle and
what is outside.

Tango
The packaging for soft drink Tango is
BLACK. Black is a colour thats
rejected for food since its associated
with rotting and disease.
The colour black gave the product
the required drama
It stood out in the shelves
Highlighted the fruit graphic
Aroused a strong reaction

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
Consumption

Influence

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.

4.45

Jingles
Jingles are musical messages written
around
the brand. Typically
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!
Jingles are perhaps most valuable in
enhancing brand awareness.
4.46

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.
4.47

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.
4.48