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Brand Elements

Brand Elements is also known as Brand Identity and refers to the visible components like logo, design, and colour. Brand Elements help to differentiate a brand from that of the competitors in the minds of the consumer. It helps to create a positive brand image and product roll-outs a successful venture. Brand Elements Importance 1. Boosts brand awareness 2. Create unique and favorable brand associations 3. Positive brand experience 4. Provides value to the brand equity Brand Elements Selection Criteria 1. Memorability Refers to eye-catching elements that are recognized and recalled quickly 2. Meaningfulness Refers to an element that is persuasive and descriptive and can convey generic or explicit information Example – E G Grammarly App 3. Likeability An element that a customer finds tempting is due to its likeability. An individual will purchase a product if something appeals to him Example – PUMA, PUBG, Foodpanda 4. Transferability This element determines the point up to which the elements of the brand can be applied to new markets or new products Example – Amazon Logo 5. Adaptability It becomes important to update brand elements or give it a new look to keep up with the changing opinions, values and perspectives of the customer. Example – Air India Maharaja 6. Protectability This element refers to the point to which the brand elements are protected in a competitive and legal sense Example- Starbucks suing SardarBuksh for similar-sounding logo and name Brand Elements Types 1. Brand Name Good means of communication as people remember them easily Example – Google 2. Characters Represent a particular brand symbol and can take on real-life characteristics Example – Kellogg’s Tony the Tiger 3. Logos and Symbols This visual element builds brand equity and includes trademark or corporate names. Example - IBM 4. URL Show specific location of pages on the web and comes in handy in gathering relevant information. Example – Facebook 5. Jingles Funny, catchy and easy-to-remember musical messages Example- Oscar Mayer 6. Slogans Short expressions expressing persuasive or descriptive data Example - Snickers 7. Packaging Designing the wrapper of a product that helps to identify a brand Example - Kitkat Brand Name refers to a name, symbol, or word that sets a product, service, or company apart and helps to distinguish it from competitor brands. A brand Name is a legally registered trademark that provides verification and identification to the user. Examples – Uber, Google, Shell Types of Brand Names Descriptive Descriptive names are serviceable and functional as they define the position and the core competency of a brand appropriately. Example – American Airlines, Pizza Hut Evocative Evocative names are creative and imaginative and use suggestions to show brand positioning in consumer minds. Example – Google, Samsung Invented Invented names are fictional and distinctive as they offer creative freedom to choose a name that you find perfectly matching the brand’s personality or essence or core or simply something significant and appealing. Example – Xerox, Zomato Lexical Lexical names can be a phrase, intentional misspelling, a foreign word, or a pun and are often modified for an additional impact. Example – Dunkin Donuts, Moonpig Acronym Acronym names are functional but they lack emotions. They need effort and time to create a meaningful relationship with customers but once they do it proves long-lasting. Example – IBM, IKEA Geographical Geographical names are tied to the place they have originated from and often reflect the cultural association of that region. Example – American Express, HSBC Founder Founder names depict the name of the person who had a hand in its founding and these are easy to trademark Example – Kellogg’s, Walt Disney Naming Guidelines Ease of Pronunciation The brand names that are easy to pronounce and understand boosts brand awareness Example –Uber, Google Meaningfulness The brand name should have some meaning and familiarity attached to it to set it apart in the competitive market so that consumers can easily recall and remember. Example –Apple Naming Procedure Define the goals of the branding Shortlist as many names as possible Screen them to a manageable list Analyze the available information This is the time for a secondary analysis of the screened brand manes This step is of final selection after going through all the steps This video is on Brand Elements and it has the following sub-topics. Time Stamps 00:22 - Branding 9:45 - Brand Elements 18:55 - Brand Name 25:04 - Brand Logo 32:15 - Brand Mascot 40:29 - Brand Jingle 44:29 - Brand Personality 48:21 - Brand Domain Name 55:49 - Brand Packaging 1:02:26 - Brand Mantra 1:06:28 - Brand Community