Topic 4 - Brand Elements (Ch 4) PDF

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Topic 4 Brand Elements (Ch 4)

Learning Outcomes: -

Brand Elements Importance of Brand Elements How Brand Elements are Associated with the Position of the Brand Different Types of Brand Elements and their importance/relevance

Section 1: Brand Elements Definition -

Brand Elements are trademarkable devices that serve to identify and differentiate the brand

Further Explanation -

Brand Elements often require the help of the creative team, graphic designers, artists, etc. There are a lot of market research and planning involved in deciding the type of brand elements and designs of these elements Very important as it is the representation of the brand and contributes to the image of the brand Brand Elements should be aligned and consistent with the positioning of the brand Brand Elements helps link the branding to the association of consumers

Selecting Brand Elements -

Brand Elements are normally selected based on a specific criterion, where it is considered if the brand element will adds to the brand equity:  Level of Memorability: How memorable or recallable are the brands  Meaningfulness: Are the brand descriptive, persuasive, do they provide general understanding of the brand’s product  Likability: Whether it’s interesting, fun, aesthetically pleasing  Transferability: Different Product Categories, Geographic Boundaries, Cultural Boundaries (The level of brand equity a brand element can add when entering a new market)  Adaptability: How flexible or updatable the elements are, how consist they are with the positioning of the brand  Protectability: in Legal Terms, can it be trademarked or protected competitively

Key Brand Elements -

Brand Names Logos and Symbols Slogans URLs Characters Jingles Codes

Further Explanation -

Good use of brand elements can help brands diversity and be differentiated from competitors Also allows for good awareness and easier association form consumers Can be more relatable for the consumers (Good Brand Element Association leads to more Brand Awareness) Brand Elements can be considered the ‘Brand Building Components’ of a brand

Section 2: Brand Names -

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One of the most important and enduring brand elements Most essential to creating brand awareness: As a consumer that is trying to understand a brand image, the first thing that they will think about is the brand name, then any other associations the consumer has with he brand Embodies brand meaning, image, and consumer response thus serving as points of differentiation between competitors It is often considered that a brands name has great impact on the sale of a product or service

Brand Names apply to: -

Corporate/Parent Brand (Apple, Nike, Etc.) Sub Brands (LVHM where there are several companies under it)

Can be influenced by: -

Phonetics Font and Logo type Consonant matching with consumer name

Deciding Brand Names -

Naming a brand is a highly formalized process Brand names are decided based on specific criterions, where the name could be descriptive, based on functionality, personality of the brand, etc. Simplicity of a brand name also has to be considered, effort consumer needs to go to recall the brand (Name should be memorable, meaningful, relatable, etc.) Brand names can be abstract or concrete (such as animals, actions) so consumers need to do less learning to understand these brand names Distinct, Unique, easy to pronounce Most importantly, names should generate brand association Good brand names allow for customers to link attributes and benefits of company to the name

Examples of Names

Guidelines for Choosing Brand Names -

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Define clear set of Objectives (dependent on the criteria desired for brand image) Brainstorm Ideas (Brainstorm many concepts and ideas) Screen Ideas For:  Negative Polysemous Names (Negative Connotations)  Unpronounceable Names  Names Already in use or similar to existing names  Names that violate legal or social norms  Names too embedded in time-bound context Research Candidate name (Test name with consumers and seek reaction) Consider Cross Culture Meaning Consider names that have relevant narratives Consider names base on already existing words

Section 3: Brand Logos and Symbols Definition -

Visual signs that represent the brand (Functions to offer Identification & Differentiation) Logos are very important in building brand equity as it helps consumers build associations with a brand A brand’s visual identify is important to help sustain the brand within the marketplace The Logos and Symbols should all be aligns and relevant with the brand’s name (can cause confusion) Names can be modified overtime, but it is not necessary and can be expensive (Should keep core recognizable elements consistent)

Logo/Symbol Types -

Corporate names (EY – Earnest & Young, PwC – PriceWaterhouseCoopers) Trademarks (Coca Cola) Brand Name Representation (Apple) Abstract Designs (Nike Swoosh)

Symbols also Include -

Font Type Colour Images

Section 4: Brand Slogans -

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Short descriptive phrases that communicate descriptive or persuasive information about the brand Know for capturing the essence of a brand and are powerful branding devices that can efficiently build brand equity Serve as “hooks” or “handles” for brands that can help build brand awareness Brand specific or campaign specific For Example: Nike  Brand slogan: Just Do It  2014 World Cup campaign: Risk Everything  Nike Basketball: Come out of Nowhere Polysemous (vs. monosemous) slogan meanings (Puns, Metaphors)

Creating and Designing Brand Slogans -

Brand of Campaign Specific Link to brand and keep consistent with brand positioning Repetition Use in Jingles Be Creative The Earlier the Better

Source of Ideas -

Brand Name (Citibank) Brand Performance (Auspost) Brand Positioning (Benetton)

Changing Slogans -

Determine impact on equity Better to add or modify than change

Section 5: Uniform Resource Locator (URL) -

Has online marketing is becoming more prominent, almost all stores have an online presence Consumer decision making is now more effectively studies based on online factors, social media platforms, publishing platforms.

Internet Address or Domain Names -

Website Name (E.g. rmit.edu.au) Social Media Name (E.g. Facebook, Instagram) Publishing Platforms (E.g. WordPress, Tumblr) Other Platforms (3E.g. YouTube, Vimeo)

URLs as Online Real Estate -

Think ahead and get the desirable location Be careful of cybersquatting (Registering trafficking with bad intentions of profiting on the goodwill of names belonging to someone else) Vanity URLs: Branded or Customized URLs (E.g. fb.me, es.pn, pep.si, etc.)

Section 6: Brand Characters & Jingles Brand Characters -

Brand characters are special types of brand symbols that are based on real life characters It personifies the brand and relates it to the positioning of the brand based on these character’s characteristics or personality Brand Characters can help break through a marketplace and communicate the key benefits of products form a brand Can help create brand salience when there are lots of competition within a industry (Provides a non-static visibility to the brand) Good way to convey the value of the brand to consumers as The human element of a brand character normally enhances likability as consumers can relate thus building rapport Characters should always align with the Brands positioning and be updated as the brand evolves to keep up with the brand image

Brand Jingles -

Musical Messages written around the brand and usually composed by the creative team This utilized different sensory activates gives consumers more platforms to associate with the brand Sometimes Audio Advertisements are more effective of specific platforms such as radio or YouTube. Not as easily transferable Jingles connect with the emotional receptors of the consumers IF when the jingle is heard by consumers and creates emotions of happiness, consumers will associate that feeling with the brand thus creating positive associations for the brand

Section 7: Brand Packaging -

The activities related to designing and producing the external of a product To achieve the marketing objective and consumer desires aesthetically and functionally, the packaging process much be carefully and strategically chosen Packaging should help consumers to identify the brand and convey/persuade the consumer to buy the products, facilitate transportation of the product & allow for storage of the product The Aesthetics and Design of packaging is useful to convey brands image at the point of purchase

Section 8: Brand Code -

One of the key assets that the company has/owns that drives the profit of the company Brand Codes help protect businesses to be distinctive Maintaining a brand code is very important as it seeks to protect the brand’s assets & authenticity

Section 9: Summary Criteria for Choosing Brand Elements Offense (build equity) -

Memorable Meaningful Likeable

Defense (leverage and protect equity) -

Transferable Adaptable Protectable

Should be consistent with brand positioning

Summary -

Brand elements are the building blocks of a brand; get it right Check for legal and social norms When choosing a brand element, think long term All brand elements should be consistent with your brand positioning...