2. Learning Objectives
◻ Identify the different types of brand elements
◻ List the general criteria for choosing brand
elements
◻ Describe key tactics in choosing different
brand elements
5. Brand Names
◻ Captures the central theme or key
associations of a product in a very compact
and economical fashion
◻ Most difficult element for marketers to change
! Closely tied to the product in the minds of
consumers
6. Short & Simple
Easy to Spell & Read
Easy to Recognize & Remember
Easy to Pronounce
Can Pronounce in Only One Way Can Pronounce in All
Languages
Suggests Product Benefits
Meets Packaging/Labeling Needs No Undesirable
Imagery
Always Timely
Adapts to Any Advertising Medium Legally Available for
Use
Thinking about a new brand
7. Difference between Logos & Symbols
Logo is the short version of
logotype. It is the name of a
business designed specifically for
that company. IBM, written in blue
stripes, is a logo.
A symbol is just that. A symbol (but
not the name of the company)
that represents that company. The
apple with the piece out of it is a
symbol of Apple computers.
8. • A special type of brand
symbol—one that takes
on human or real-life
characteristics
• Some are animated
• Others are live-action
figures like Ronald
McDonald.
Characters
9. • Slogans are 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
•
• Slogans are powerful branding devices
because, like brand names, they are
an extremely efficient, shorthand
means to build brand equity
Slogans
10. • From the perspective of both
the firm and consumers,
packaging must achieve a
number of objectives:
– Identify the brand
– Convey descriptive and
persuasive information
– Facilitate product
transportation and
protection
– Assist at-home storage
– Aid product consumption
Packaging
11. Our sense of
taste and touch
is very
suggestible, and
what we see on a
package can lead
us to taste what
we think we are
going to taste.
Packaging can influence taste
12. Jingles
◻ Musical messages written around the brand
◻ Have catchy hooks and choruses that
become permanently registered in the minds
of listeners
◻ Enhance brand awareness by repeating the
brand name in clever and amusing ways
13. Putting brand elements all together
• The entire set of brand elements makes up the brand
identity, the contribution of all brand elements to
awareness and image.
• The cohesiveness of the brand identity depends on the
extent to which the brand elements are consistent.
14. Article: “Strategi Berani Propan …”
Apa yang melandasi Propan mengubah
logo dan simbolnya? Apa makna
simbol dan logo
baru ini?
16. Bra. nd elements should
inherently be memorable and
attention- getting, and
therefore facilitate recall or
recognition.
Example
A brand of propane gas cylinders
named Blue Rhino featuring a
powder-blue animal mascot
with a distinctive yellow flame
is likely to stick in the minds
of consumers.
Memorability
17. Br.and elements may take on
all kinds of meaning, with
either descriptive or
persuasive content.
Two particularly important
criteria
▪General information about the
nature of the product category
▪Specific information about
particular attributes and
benefits of the brand
Meaningful
18.
19. • .Do customers find the
brand element
aesthetically appealing?
• Descriptive and persuasive
elements reduce the
burden on marketing
communications to build
awareness.
Appealing
20. • The more adaptable and
fle xi b le t h e b ra n d
element, the easier it is
to update it to changes
in consumer values and
opinions.
• Logos and characters
can be given a new look
or a new design to make
them appear mo r e
modern and relevant.
Adaptability
22. Marketers should:
•Choose brand elements that can be
legally protected internationally.
•Formally register chosen brand
elements with the appropriate legal
bodies.
•Vigorously defend trademarks from
competitor
Watch out with names that are close
to category names!
Protectability
23. • How useful is the
brand element for line
or category
extensions?
• To what extent does
the brand element add
to brand equity across
geographic boundaries
and market segments?
Transferability
25. ToSumup...
◻ 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 maximize brand equity
