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Choosing Brand Elements To Build Brand Equity

The document discusses criteria for choosing strong brand elements to build brand equity. Effective brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Brand names specifically should be simple, distinctive, and meaningful to consumers. An effective naming process involves defining objectives, generating options, screening for issues, researching top candidates, and selecting the final name.

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Md. Golam Rabby Rifat
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93 views20 pages

Choosing Brand Elements To Build Brand Equity

The document discusses criteria for choosing strong brand elements to build brand equity. Effective brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Brand names specifically should be simple, distinctive, and meaningful to consumers. An effective naming process involves defining objectives, generating options, screening for issues, researching top candidates, and selecting the final name.

Uploaded by

Md. Golam Rabby Rifat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CHOOSING BRAND

ELEMENTS TO BUILD
BRAND EQUITY
Brand Elements: PREVIEW
Brand Elements (a.k.a. Brand Identities) – are those trademark-
able devices that serve to identify and differentiate the brand.
Such Brand Elements include:
 Brand Names
 URL’s
 Logos & Symbol
 Characters
 Slogans
 Jingles
 Packaging
Criteria for Choosing Brand Elements

 Memorable: Easily Recognized, Easily Recalled


 Meaningful: Descriptive, Persuasive Marketer’s
offensive strategy
 Likable: Fun & Interesting, Rich Visual And Verbal Imagery, and build brand
Aesthetically Pleasing equity
 Transferable: Within And Across Product Categories, Across
Geographic Boundaries And Cultures
Defensive role for
 Adaptable: Flexible, Updatable leveraging
 Protectable: Legally, Competitively and maintaining
brand equity
MEMORABILITY

Brand elements should inherently be memorable and attention-getting, and


therefore facilitate recall or recognition.
 For 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.
MEANINGFULNESS

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
 The first dimension is an important determinant of brand awareness and
salience; the second, of brand image and positioning.
LIKABILITY

In order for a brand to be likeable, you need to ask yourself two questions in
specific:
 Do customers find the brand element aesthetically appealing?
 Are the brand elements likeable visually, verbally, and in other ways?

Brand elements can be rich in imagery, and inherently fun and engaging, even if
not always related to the product.
TRASFERABILITY

It measures the extent to which the brand element adds to the Brand Equity for new
products or in new markets for the brand.
Two criteria:
 How useful is the brand element for line or category extension? In general, the
less specific the name, the more easily it can be transferred. EX: Amazon,
Bashundhara, etc.
 To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
ADAPTABILITY

The more adaptable and flexible the brand element, the easier it is to
update it to changes in consumer values and opinions.
 For example, logos and characters can be given a new look or a new
design to make them appear more modern and relevant.
PROTECTABILITY
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 unauthorized competitive infringement.
Brand Elements: Concept behind the name

 Brand Awareness
 Simplicity and ease of pronunciation and spelling

 VEE-ba-ro-va
Brand Elements: Concept behind the
name
Lippincott’s Brand Name Taxonomy

 Surname: Dell, Siemens, Gillette


 Descriptive: Pizza Hut, General motors
 Invented: Kodak, Xerox
 Conative: Duracell, Infinity
 Bridge: ExxonMobil, DaimlerChrysler
 Arbitrary: Yahoo, Apple, Google etc.
Brand Elements: Concepts behind the name

 Brand Awareness
 Familiarity and Meaningfulness
 Tapping into the knowledge structure
 Fiesta, Juicy Juice 100% fruit juices

 Differentiated, distinctive and unique


 Inherently unique or it is unique in the context
of other brands in the category
 Toys R Us, Apple
Brand Elements: Concepts behind the name

 Brand Association
 Skype formed from the original “Skyper” according to the
description of “Sky peer-to-peer”
 Obsession perfume
 Fair & Lovely
Brand Elements: Concepts behind the name

 Is a descriptive brand name always good?


 Blossom detergent powder
 Wheel detergent powder
 However, it can be overcome sometimes

 Marketers generally use ‘morphemes’ and combinations to


come up with brand names.
Brand Elements: Concepts behind the name

 Linguistics
 The letter ‘X’ became popular because ‘X’ represents
“extreme” to the youth.
 X-Games

 X-Series

 Research shows that people prefer brand names


bearing some of the letters of their own name
 Jonathan Vs Jonoki
Brand Elements: BRAND NAMES

NAMING PROCEDURES
1. Define objective
2. Generate names
3. Screen initial candidates i.e. cannot pronounce, double
meaning, already in use, against the positioning
4. Study the candidates names i.e. international legal search
5. Research the final candidates i.e. consumer research
6. Select the final names

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