Building A Brand: Brand Elements, Packaging, + TB Chapter 4 Flashcards
Brand element
A brand element is a trademarkable device that serves to identify and differentiate a brand
Includes: logo, name, symbols, designs, slogans, colours, etc
6 criteria for brand elements
Memorable
Transferable
Likeable
Meaningful
Adaptable
Protectable
The three offensive strategies for brand elements are
Memorable
Meaningful
Likeable
The three defensive strategies for brand elements are
Transferable
Adaptable
Protectable
Meaningful criteria for brand element
Offensive strategy
Brand elements take on some form of descriptive or persuasive content
Eg “speedo”
Transferable criteria for brand element
Defensive strategy
Measures the extent to which brand elements add to the brand equity
Eg “coco rocks by coco pops”
Likeable criteria for brand element
Offensive strategy
Imagery is fun and interesting even if unrelated to the product
Eg “Olympic logo”
Memorable criteria for brand element
Offensive strategy
High level awareness to build brand equity
Eg “Beverly Hills Brownies”
Adaptable criteria for brand element
Defensive strategy
Can be updated over the time to be more flexible and with the time
Eg “Spider-Man”
Protectable criteria for brand element
Defensive strategy
Ability to legally, competitively, and digitally protect elements
Eg “WWF”
Options and tactics for brand names
Easily remembered
Highly suggestive of the product class and benefits
Fun or interesting
Rich with creative potential
Transferable to a wide variety of product and geographic settings
Enduring in meaning
Relevant over time
Strongly protectable
Brand name
Captures the central theme or key associations of a product in a compact, economical fashion (very closely tied to the product in a consumers’ mind)
Brand awareness (Brand name)
Simple and easy to pronounce or spell
Familiar
Meaningful
Different, distinctive, and unusual
Brand associations (Brand name)
Implicit and explicit meanings of a name are important
Brand naming procedures (6 steps)
Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name
Brand name recall and pronounceability
Alliteration
Assonance
Consonance
Rhythm
Something easy off the tongue unlike “fjallraven”
Logos
Visual elements:
Indicate origin, ownership, or association
Range from corporate names or trademarks written in a. Distinctive form
Eg “coca cola”
Symbols
Nonword mark logos
“Mercedes Benz star”
Disadvantages of abstract logos
Abstract logos may lack the inherent meaning present with a more concrete logo
One danger is that consumers may not understand what the logo represents
Characters
Special type of brand symbol - one that takes on human or real-life characteristics
Introduced through advertising - can play a central role in ad campaigns and package designs
Cautions regarding using characters
Characters can sometimes be so attention-getting that they dominate other brand elements and dampen brand awareness
Packages
Has to identify the brand, facilitates transportation and protection of the product, and assists in the storage of the product
Slogans
Short phrases that communicate description of persuasive information about a brand
Colours
Can be used to define categories
Eg “yellow = inexpensive, green = environmental, blue = fresh”
Jingles
Musical messages written around a brand
eg: sprott shaw college
Personalized marketing
Marketing strategies to satisfy the modern day consumers desire to individualize
