week 4 - brand elements Flashcards
types of brand elements
brand name url logos and symbols characters slogans jingles packaging signage
explain brand name
often captures the central theme or key associations of a product in a very compact manner
brand namin guidelines
Brand Awareness Simplicity and ease of pronunciation and spelling Easily stored and recalled from memory - Bic, Coke, Apple, Raid, Aim Shortened - Chevy, Bud, Coke, Macca’s Abbreviated KFC, GE Familiarity and meaningfulness Differentiated, distinctive, and unique. Brand Associations Compact tool of communication – explicit and implicit meanings are important Skype – “Sky peer to peer” Reinforce important attribute or benefit Head & Shoulders Shampoo Close-Up toothpaste Duracell
brand naming procedures
Define (branding) objectives e.g., what does the brand convey? Role of the brand?
Generate names/concepts – these names can come from multiple sources
Screen (double meaning, legal requirements, already in use) initial candidates e.g., from 48,000 name suggestions = Vegemite iSnack2.0, Temptin’
Study candidate names e.g., conduct international search
Research the final candidates e.g., perception of the brand name using ‘mock ups’
Select the final name – the brand must maximise the organisations branding and marketing objectives
explin logos and symbols
Indicate origin, ownership, or association
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
explain brand slogans
Short phrases that communicate descriptive or persuasive information about the brand – This is NOT a brand Mantra
explain brand characters
Special type of brand symbol
One that takes on human or real-life characteristics
Introduced through advertising and can play a central role in ad campaigns and package designs
slogans should
Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand
Summarises and translates the intent of a marketing program
Makes strong links with the category
Reinforces brand PoD
brand characters should
Good for creating brand awareness as they are attention grabbling
Human characters can break through the clutter
Longevity – enduring and timeless
Enhances likeability
Perception of fun
Transferred across product categories
The more realistic the more it needs to be updated
Can be over-exposed
explain jinglles
Musical messages written around the brand
Have catchy “hooks” and “choruses” that become permanently registered in the minds of listeners
L3. Tactics
May enhance brand awareness by repeating the brand name in clever and amusing ways
Often conveys product meaning
Most likely to relate to feelings
explain packaging
Activity of designing and producing containers or wrappers
Packaging must:
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist in at-home storage
Aid product consumption
Packaging innovation help to gain short term growth in sales.
Why short term? because it can be easily copied
explain consistency and mix and match of brand elements
Entire set of brand elements makes up the brand identity
Cohesiveness of the brand identity depends on the extent to which the brand elements are consistent
Each brand element plays a different role in building brand equity, so marketers should “mix and match” to maximise brand equity
Each Brand element has its strengths and weaknesses
Need to maximise their collective contribution to brand equity -Mix the achievement of objectives and match the reinforcement of meaning
criteria for choosing brand elements
- memoreable
- easily recognized
- easily recalled - meaningful
- descrptive
- persuasive - likeable
-fun and interesting
rich visual and verbal imagery
astethically pleasing - transferable
within and across product categories, across geo boundaries and cultures - Adaptable:
- flexible
- updatable - protectable
- legally
- competitively
4-6 = defensive stratergy 1-3 = offesnive stratergy
explain memorability
A necessary condition of brand equity
Brand elements should inherently be memorable and attention-getting, and facilitate recall or recognition.
Bonds work singlet featuring a ‘macho’ mascot with a distinctive red tag line is likely to stick in the minds of consumers
explain meaningfulness
Brand elements may take on all kinds of meaning, with either descriptive or persuasive content.
Two particularly important dimensions
General information about the nature of the product category creates brand awareness
Specific information about particular attributes and benefits of the brand creates image and positioning and POD
