Brand Element

Question 1

Brand element

Answer 1

A brand element is a trademarkable device that serves to identify and differentiate the brand

Question 2

Where does brand element come in when building a brand

Answer 2

Brand elements are the starting point of brand building.

Brand elements are the identity to which associations are linked.

Question 3

How to evaluate a brand

Answer 3

Transferable
o Defensive strategy (maintains brand equity)
o Brand element adds to brand extensions and across geographic or market segments

Likeable
o Builds brand equity
o Is it aesthetically pleasing
o Fifa world cup

Meaningful
o Baskin robins (31 flavours logo)
o Tostitos (people sharing chips in the t’s)

Adaptable
o Can be updated over time
o Flexible brand element
o The green giant over time

Protectable
o Legally protectable internationally
o Protect against unauthorized elements

Question 4

Brand name

Answer 4

• Simple and easy to pronounce or spell
• Familiar
• Meaningful
• Different, distinctive, and unusual

Question 5

Brand associations

Answer 5

Implicit and explicit meanings of a name are important

Question 6

Improve recall and pronounceability with:

Answer 6

• Alliteration (peter piper picked)
• Assonance (mikes bike has bright white stripes)
• Consonance (Krispy Kreme)
• Rhythm

Question 7

Logos:

Answer 7

Visual elements play a critical role in building brand equity and brand awareness:
o Indicate origin, ownership, or association
o Range from corporate names or trademarks written in a distinctive form, to abstract designs that may:
 Be completely unrelated to the corporate name or activities

Question 8

Symbols

Answer 8

• Nonword mark logos
• Distinctive, recognizable
• Non-verbal and transfer across cultures and geographies

Question 9

Fonts

Answer 9

Font convey meaning while typeset can become the logo/ part of the logo

Question 10

Characters

Answer 10

Special type of brand symbol:
o One that takes on human or real-life characteristics
 Tony tiger has nothing to do with frosted flakes, but it has a meaning

Question 11

Slogan

Answer 11

• Short phrases that communicate descriptive or persuasive information about the brand
• Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand
• Indispensable means of summarizing and translating the intent of a marketing program

Question 12

Designing slogans:

Answer 12

• Designed so they contribute to brand equity in multiple ways
• Can contain product-related messages and other meanings

Question 13

Future of Packaging

Answer 13

• Information about the product
• Protects the products
• Good for home storage
• What can it do for the demand of the product?
• Packaging can change because of price
• Product line expansion, common look and feel

Question 14

Associations with colour

Answer 14

• Yellow – inexpensive
• White – low fat
• Green – Environmental
• Red or black – luxury