CHOOSING

BRAND
ELEMENTS TO
BUILD BRAND
EQUITY
Group-4
PREVIEW
Brand elements, sometimes called brand identities, are those
trademarkable devices that serve to identify and differentiate 2
the brand. The main ones are brand names, URLs, logos,
symbols, characters, spokespeople, slogans, jingles, packages,
and signage
CRITERIA FOR
CHOOSING BRAND
ELEMENTS
1. Memorable 2. Meaningful
• Easily recognized • Descriptive
• Easily recalled • Persuasive

3. Likable 4 . Tr a n s f e r a b l e
3
• Fun and interesting • Within and across product
• Rich visual and verbal categories Across
imagery geographic boundaries and
• Aesthetically pleasing cultures​

5. Adaptable 6. Protectable

• Flexible • Legally
• Updatable • Competitively
 CRITERIA

Memorability

• A necessary condition for building brand equity is achieving a high level of brand awareness i.e. 4

When Marc and Brandon founded Riot 12 years ago they needed a logo to go with the name. It needed

to be something uniquely recognizable, something with punch.

Meaningfulness

• Brand names can be based on people, places, animals or birds, or other things or objects.

• General information about the function of the product or service

• Specific information about particular attributes and benefits of the brand

P R E S E N TAT I O N T I T L E M AY 2 1 , 2 0 X X
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 CRITERIA

Likability

Independent of its memorability and meaningfulness, do customers find the brand element aesthetically 6

a p p e a l i n g ? I s i t l i k a b l e v i s u a l l y, v e r b a l l y, a n d i n o t h e r w a y s ? B r a n d e l e m e n t s c a n b e r i c h i n i m a g e r y a n d

inherently fun and interesting, even if not always directly related to the product.

Tr a n s f e r a b i l i t y

Tr an s f e r ab i l i t y m e as u r es t h e ex t en t t o wh i ch t h e b r a n d el e m en t ad d s t o t h e b r a n d e q u i t y f o r ne w p r o d u ct s

or in new markets for the brand

i.e. The less specific the name, the more easily it can be transferred across categories, as
 CRITERIA

Adaptability

The fifth consideration for brand elements is their adaptability over time. Because of changes in consumer values

a n d o p i n i o n s , o r s i m p l y b e c a u s e o f a n e e d t o r e m a i n c o n t e m p o r a r y, m o s t b r a n d e l e m e n t s m u s t b e u p d a t e d . T h e 7

more adaptable and flexible the brand element, the easier it is to update it. For example, logos and characters

can be given a new look or a new design to make them appear more modern and relevant.

Protectability

The sixth and final general consideration is the extent to which the brand element is protectable— both in a legal

a n d a c o m p e t i t i v e s e n s e . M a r k e t e r s s h o u l d c h o o s e b r a n d e l e m e n t s t h a t c a n b e l e g a l l y p r o t e c t e d i n t e r n a t i o n a l l y,

formally register them with the appropriate legal bodies, and vigorously defend trademarks from unauthorized

competitive infringement.
OPTIONS AND
TACTICS FOR
BRAND
ELEMENTS
 OPTIONS AND
TA C T I C S F O R B R A N D
ELEMENTS

Characters Brand Names Logos and Symbols URLs

 OPTIONS AND
TA C T I C S F O R B R A N D
ELEMENTS

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Slogans Jingles Packaging

 BRAND ELEMENTS

Brand Names

The brand name is a fundamentally important choice because it often captures the central theme or key

associations of a product in a very compact and economical fashion. Brand names can be an extremely effective 11

shorthand means of communication. Customers can notice the brand name and register its meaning or activate it

in memory in just a few seconds.

L i k e a n y b r a n d e l e m e n t , b r a n d n a m e s m u s t b e c h o s e n w i t h t h e s i x g e n e r a l c r i t e r i a o f m e m o r a b i l i t y,

m e a n i n g f u l n e s s , l i k a b i l i t y, t r a n s f e r a b i l i t y, a d a p t a b i l i t y, a n d p r o t e c t a b i l i t y i n m i n d .
 BRAND ELEMENTS

URLs

U R L s ( u n i f o r m r e s o u r c e l o c a t o r s ) s p e c i f y l o c a t i o n s o f p a g e s o n t h e We b a n d a r e a l s o c o m m o n l y r e f e r r e d t o a s

domain names. Anyone wishing to own a specific URL must register and pay for the name. 12

i . e . w w w. r i o t g a m e s . c o m

Another issue facing companies with regard to URLs is protecting their brands from unauthorized use in other

domain names. A company can sue the current owner of the URL for copyright infringement, buy the name from

t h e c u r r e n t o w n e r, o r r e g i s t e r a l l c o n c e i v a b l e v a r i a t i o n s o f i t s b r a n d a s d o m a i n n a m e s a h e a d o f t i m e .
 BRAND ELEMENTS

Logos and Symbols

visual elements also play a critical role in building brand equity and especially brand awareness. Logos have a

long history as a means to indicate origin, ownership, or association. For example, families and countries have 13

used logos for centuries to visually represent their names (think of the Hapsburg eagle of the Austro-Hungarian

Empire)

Benefits. Logos and symbols are often easily recognized and can be a valuable way to identify products, although

consumers may recognize them but be unable to link them to any specific product or brand. Many insurance firms

use symbols of strength (the Rock of Gibraltar for Prudential and the stag for Hartford) or security (the “good

h a n d s ” o f A l l s t a t e , t h e h a r d h a t o f F i r e m a n ’s F u n d , a n d t h e r e d u m b r e l l a o f T r a v e l e r s )
 BRAND ELEMENTS

Characters

Characters represent a special type of brand symbol—one that takes on human or real-life characteristics. Brand

characters typically are introduced through advertising and can play a central role in ad campaigns and package 14

d e s i g n s . S o m e a r e a n i m a t e d c h a r a c t e r s l i k e t h e P i l l s b u r y D o u g h b o y, P e t e r P a n p e a n u t b u t t e r, a n d n u m e r o u s c e r e a l

c h a r a c t e r s s u c h a s To n y t h e T i g e r a n d S n a p , C r a c k l e & P o p . O t h e r s a r e l i v e - a c t i o n f i g u r e s l i k e J u a n Va l d e z

(Colombian coffee) and Ronald McDonald. One character has been both in its lifetime.
DO YOU KNOW
HIM?
 BRAND ELEMENTS

Slogans

Slogans are powerful branding devices because, like brand names, they are an extremely efficient, shorthand

m e a n s t o b u i l d b r a n d e q u i t y. T h e y c a n f u n c t i o n a s u s e f u l “ h o o k s ” o r “ h a n d l e s ” t o h e l p c o n s u m e r s g r a s p t h e 16

meaning of a brand—what it is and what makes it special.

i . e . S TAY H U N G RY; S TAY H U M B L E . We b e l i e v e t h e r e i s a l w a y s m o r e t o l e a r n f r o m e a c h o t h e r , f r o m p l a y e r s , a n d

from the world.

 BRAND ELEMENTS

Jingles

J i n g l e s a r e m u s i c a l m e s s a g e s w r i t t e n a r o u n d t h e b r a n d . Ty p i c a l l y c o m p o s e d b y p r o f e s s i o n a l s o n g w r i t e r s , t h e y

often have enough catchy hooks and choruses to become almost permanently registered in the minds of listeners 17

— s o m e t i m e s w h e t h e r t h e y w a n t t h e m t o o r n o t ! D u r i n g t h e f i r s t h a l f o f t h e t w e n t i e t h c e n t u r y, w h e n b r o a d c a s t

advertising was confined primarily to radio, jingles were important branding devices.

A well-known jingle can serve as an advertising foundation for years. The familiar “Give Me a Break” jingle for

Kit Kat candy bars has been sung in ads since 1988 and has helped make the brand the sixth best-selling

chocolate candy bar in the United States.

P R E S E N TAT I O N T I T L E M AY 2 1 , 2 0 X X
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Packaging
BRAND ELEMENTS
Packaging is the activities of designing and producing containers or wrappers for a product. Like other brand

e l e m e n t s , p a c k a g e s h a v e a l o n g h i s t o r y. E a r l y h u m a n s u s e d l e a v e s a n d a n i m a l s k i n t o c o v e r a n d c a r r y f o o d a n d

w a t e r. G l a s s c o n t a i n e r s f i r s t a p p e a r e d i n E g y p t a s e a r l y a s 2 0 0 0 b . c . L a t e r , t h e F r e n c h e m p e r o r N a p o l e o n a w a r d e d
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12,000 francs to the winner of a contest to find a better way to preserve food, leading to the first crude method

of vacuum packing.57 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 in at-home storage.

• Aid product consumption.

P R E S E N TAT I O N T I T L E M AY 2 1 , 2 0 X X
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WHICH ONE YOU
WILL PREFER TO
BUY?
 BENEFITS

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Often, one of the strongest associations consumers One of the major packaging trends of recent years is to
have with a brand is inspired by the look of its make both bigger and smaller packaged versions of
packaging. For example, if you ask the average products (as well as portions) to appeal to new market
consumer what comes to mind when he or she thinks of segments.
Heineken beer, a common response is a “green bottle”.
PUTTING IT ALL TOGETHER

P R E S E N TAT I O N
Each brand element can play a
different role in building brand
equity, so marketers “mix and

T I T L E
match” to maximize brand equity

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The entire set of brand elements

M a y
makes up the brand identity, the
contribution of all brand

2 1 ,
elements to awareness and
image

2 0 X X
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P R E S E N TAT I O N T I T L E M a y 2 1 , 2 0 X X
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THANK YOU
Group 4