How do you build a brand? -Brand Elements

Question 1

Brand element

Answer 1

Trademark-able device that serves to identify and differentiate the brand

Question 2

Examples of brand elements,t

Answer 2

Brand Names - Nike
Logos - Under armour 
Symbols/ Designs - 
Characters - michelin
jingles - BBC radio 
Slogans - Eat Fresh
Colors - Krave, coke

Question 3

Brand elements are

Answer 3

• The Starting point of brand building

- The identity to which associations are linked

Question 4

How do we evaluate a brand element?

Answer 4

We check if it is:
Memorable - easily recalled
Transferable - Across cultures and product categories
Likeable - Fun / Interesting
Meaningful - Descriptive/ Persuasive
Adaptable - Updateable, flexible
Protectable - Legally, competitively, Digitally

Question 5

TM

Answer 5

Trademark - Burden of proof lies on the owner’s side if the trademark is challenged. only protected by the common law . Protection offered in a particular area that the owner has to prove.

Question 6

R

Answer 6

registered trademark - Burden of proof lies on the challenger if challenged. It is protected by the Trade Mark Act of 1999. Nation wide protection is offered

Question 7

C

Answer 7

Copyrights, exclusive right given to the creator of a creative work to reproduce the work, usually for a limited time.
The product itself can’t be reproduced, but the idea can

Question 8

Fonts

Answer 8

Very important to brand. The one chosen will impact how the customer views your brand (Luxury fonts, greeting cards fonts)…

Question 9

Brand elements that increase awareness:

Answer 9

• Simple and easy pronounce
• Familiar and Meaningful: Help tap into existing knowledge structures for improved recall
• Being distinctive and unusual can improve recognition

Question 10

Brand elements that affect brand image:

Answer 10

• Relevance creates or reinforces position

- if it is “too descriptive”, it might ruin leverage to other cultures or product categories

Question 11

Improve recall pronunciation with:

Answer 11

Alliterations: (Coca Cola)
Assonances (Repetition of vowels)
Consonance (Repetition of consonants)
Rhythm (“Better Business Bureau)

Question 12

Logos

Answer 12

• More versatile and upgradeable than brand names
• useful to identify complex products / complicated names
• Can be designed off something as simple as font

Question 13

Fonts

Answer 13

Convey meaning while typeset can become the logo/ part of the logo