4. Brand Name

7/31/2019 4. Brand Name

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Brand Elements

• Brand Elements are those trademarkable

devices that serve to identify and differentiate

the brand.

• The main ones are brand names, logos,

symbols, characters, spokespeople, slogans,

jingles, packaging etc.

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Criteria for Choosing Brand Elements

Contd.

• Defensive Strategies

– Transferable

• Within and across product categories

• Across geographic boundaries – Adaptable

• Flexible

• Update-able

– Protectable

• Legally

• Competitively

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Memorability Exercise

Microsoft WindowsMicrosoft Office 2007

7/31/2019 4. Brand Name


Meaningfulness

• Brand elements should convey:

– General information about the nature of the

product

• Brand element suggest something about the product

category

–

Specific information and benefits of the brand• Brand element shows its key attributes or benefits

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Meaningfulness of Intel

• The word ‘Intel’ is a combination of the words

“intelligent” “electronics”.

• The name suggests that it is an electronics

company that delivers better, even

“intelligent” products

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Likability

• The brand element should be

– Aesthetically pleasing

– Convey a rich verbal/visual imagery

– Fun and interesting

7/31/2019 4. Brand Name


Examples of Likability

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Protectability

• Brand elements should be such that they can

be:

– Legally protected internationally, via use of

trademarks/copyrights

– Formally registered with appropriate legal bodies

– Defend trademarks from unauthorized

infringement

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Naming Guidelines of a Brand Name

Contd.

• Differentiated and Unique

– Makes the brand unique, usually atypical words

for product category

• Apple Computers, Shell Oil

– Use of made-up words or mashed-up words

• Exxon, Xerox, Microsoft

–

Use of foreign or uncommon words• Acura

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Naming Procedures of a Brand Contd.

• Study Candidate Names

– Make legal search of which brand names are available,

in each state and country to avoid trademark issues

• Research Final Candidates – Make consumer survey as to how customers might

accept the brand name

•

Select the final name – From previous research, the name chosen should be

formally registered and trademarked

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Characters

• Characters are human or life-like brand symbols

that take the characteristics of the brand.

• They are usually introduced through advertising

campaigns

• Brand characters play a central role in brand

campaigns and package designs

• Brand characters can also be negative in thesense that they dominate other brand elements

and decrease brand awareness

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


Slogans

• Slogans are short phrases that communicatedescriptive or persuasive information aboutthe brand

• They often appear in advertising• They function as “hooks” to help consumers

understand the meaning of the brand

•

Eg: “Hungry Kya?” by Domino’s Pizza • Eg: “Isse sasta aur achcha kahin nahi” by BigBazaar

7/31/2019 4. Brand Name


Benefits of Slogans

• Slogans play with the brand name to buildboth brand awareness and image

• Create strong links with the brand and the

product category• The brand is exaggerated to leverage

maximum brand equity. “The Citi Never

Sleeps” by CitiBank • The brand is made an aspirational product –

“Just Do It” by Nike

7/31/2019 4. Brand Name


Jingles

• Jingles are musical messages written around thebrand

• Usually composed by professional songwritersand musicians

• Successful jingles are registered in the minds of the listeners

• It was popular in the early 20th century when theprimary broadcast medium was radio

• Convey brand benefits and product meaning in afairly abstract manner

7/31/2019 4. Brand Name


Packaging

• Packaging is the activity of designing and

producing containers or wrappers for a

product

• It should be both aesthetic as well as

functional

– Aesthetic: It conveys the size, shape, colour and

material of the package

– Functional: It conveys structural designs of the

package, thus it becomes more convenient to use

7/31/2019 4. Brand Name


Objectives of Packaging

• Packaging must achieve a variety of

objectives. Some of them are:

– Identify the brand

– Convey the descriptive and persuasive information

– Facilitate product transportation and protection

– Assist home and store-shelf storage

– Aid product consumption

7/31/2019 4. Brand Name


7/31/2019 4. Brand Name


How to Create High-Impact Packaging

• Know Your Consumer….. – Know the motives of purchase by your consumers

• Take the Big Picture approach – Most successful packaging borrow packages from multiple

sources and mash them up• Aesthetics and Functionality are critical

– Packages should be able to be identifiable amongst a seaof products. It should ensure purchase and even repeatpurchases

• Distribution – Packaging should be viable and functional for distributors

and retailers too

7/31/2019 4. Brand Name


Branding elements – A pictorial

Overview

Brand

Names

URLs

Logos and

Symbols

Characters

Slogans

Packaging

Brand Identity

Brand

Awareness

Brand

Associations

7/31/2019 4. Brand Name


Legal Branding Issues Faced Globally

• Counterfeit and Imitator Brands – Major brands and products are being counterfeited worldwide

– 5% of all products sold worldwide are counterfeit

• Trademark issues Concerning Brands –

Without adequate trademark, brand names can becomegeneric, eg: vaseline

– Generic terms are never protectable under trademark

• Trademark issues Concerning Packaging – Shape and size of containers do not constitute a trademark, nor

does the product’s colouring• No uniform trademark rules suitable for a globalized

market

7/31/2019 4. Brand Name


Summing it Up……..

• Each brand element combined together forms

the brand identity.

• Stronger brands have larger number of brand

elements that work together cohesively

• Rich concrete visual imagery enhances brand

identity, which is linked to brand awareness.

4. Brand Name

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