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.

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    Criteria for Choosing Brand Elements

    Contd.

    Defensive Strategies

    Transferable

    Within and across product categories

    Across geographic boundaries Adaptable

    Flexible

    Update-able

    Protectable

    Legally

    Competitively

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    Memorability Exercise

    Microsoft WindowsMicrosoft Office 2007

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    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

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    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

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    Likability

    The brand element should be

    Aesthetically pleasing

    Convey a rich verbal/visual imagery

    Fun and interesting

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    Examples of Likability

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    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

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    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

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    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

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    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

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    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 Dominos Pizza Eg: Isse sasta aur achcha kahin nahi by BigBazaar

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    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

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    Jingles

    Jingles are musical messages written around thebrand

    Usually composed by professional songwritersand musicians

    Successful jingles are registered in the minds ofthe 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

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    Packaging

    Packaging is the activity ofdesigning and

    producingcontainers 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

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    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

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    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

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    Branding elements A pictorial

    Overview

    Brand

    Names

    URLs

    Logos and

    Symbols

    Characters

    Slogans

    Packaging

    Brand Identity

    Brand

    Awareness

    Brand

    Associations

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    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 products colouring No uniform trademark rules suitable for a globalized

    market

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    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.