Brand Element

Copyright © 2013 Pearson Education
BRAND ELEMENT

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

Brand
Identity
Brand
Awareness
Brand
Association
Brand
Loyalty
Brand
Element
Perceive
d
Quality
Perceived
risk
Brand
Image
Brand
Value
Company
Side
Company SideConsumer Side
Brand Identity
System
Brand Equity

Logo
Symbol
Character
Slogan
Brand element
Packaging
Name
are trademark-able devices that serve to identify an
differentiate the brand from those of competition.
Jingle
URL

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

Short & SimpleShort & Simple
Easy to Spell & ReadEasy to Spell & Read
Easy to Recognize & RememberEasy to Recognize & Remember
Easy to PronounceEasy to Pronounce
Can Pronounce in Only One WayCan Pronounce in Only One Way
Can Pronounce in All LanguagesCan Pronounce in All Languages
Suggests Product BenefitsSuggests Product Benefits
Meets Packaging/Labeling NeedsMeets Packaging/Labeling Needs
No Undesirable ImageryNo Undesirable Imagery
Always TimelyAlways Timely
Adapts to Any Advertising MediumAdapts to Any Advertising Medium
Legally Available for Use
Thinking about a new brand

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.

• 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

• 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

• 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

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

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

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.

Article: “Strategi Berani Propan …”
Apa yang melandasi Propan mengubah
logo dan simbolnya? Apa makna
simbol dan logo baru ini?

Memorable
! Easily Recognized
! Easily Recalled
Meaningful
! Credible & Suggestive
! Rich Visual & Verbal
Imagery
Appealing
! Fun & Interesting
! Aesthetics (estetika)
brand element choice criteria
▪ Adaptable
▪ Flexible &
▪ Updateable
▪ Protectable
▪ Legally
▪ Competitively
▪ Transferrable
▪ Within & Across Product
Categories
▪ Across Geographical
Boundaries & Cultures

.Brand 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

.Brand 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

.• Do customers find the
brand element
aesthetically appealing?
• Descriptive and persuasive
elements reduce the
burden on marketing
communications to build
awareness.
Appealing

• The more adaptable and
flexible the brand
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
t h e m a p p e a r m ore
modern and relevant.
Adaptability

19301907 19141898

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

• 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

 
Figure 4.1- Criteria for Choosing Brand Elements

To Sum up...
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

Brand Element

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