Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements. uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala

1. Sahrudayan NK

2. Brand name is one of the brand elements
which helps the customers to identify and
differentiate one product from another.
It can be based on places (Air India, British
Airways), animals or birds (Dove soap, Puma),
people (Louise Phillips, Allen Solly). In some
instances, the company name is used for all
products (General Electric, LG).

3. A graphical mark used to identify a company,
organization, product or brand. Logos can be
displayed along side - a company's name in
order to generate awareness of the company's
association with a particular product or
service.

4. Brand personality is the way a brand speaks
and behaves. It means assigning human
personality traits/characteristics to a brand so
as to achieve differentiation.

5. A branding slogan is a small set of words that a
business uses to make its company and
products stick in consumers memories. An
effective branding slogan not only sticks in a
customers mind, but also invokes a mood and
creates a bond with the consumer

6. A jingle is a short song or tune used
in advertising and for other commercial uses.
Jingles are a form of sound branding.
Many jingles are also created
using snippets of popular songs

7. The URL element is an important part of the
identity and should be used when appropriate.
In print, it should be placed beneath the logo –
usually at the bottom right of the format. On
clickable items on the internet – for instance in
banner ads – the URL element should not be
used.

8. Packaging is an important element to help
build brand equity and should embody several
objectives to be successful. These objectives
are identifying the brand, conveying
information that is both descriptive and
persuasive, facilitate the product
transportation and protection, assist at-home
storage, and aid in product consumption.