Description
various brand elements like name,logo,url,symbol,colors etc.
Brand Elements
What are Brand Elements
Brand Name URL Logos and Symbols Characters Brand Ambassador Jingles Packaging
Criteria For Choosing Brand Elements
Memorability
Brand elements should be Easily Recognized Easily Recalled
Meaningfulness
General Information about the product Category Specific information about particular attributes & Benefits of the brand Descriptive and Persuasive.
Likability
Rich in visual Verbal imagery Inherently fun and interesting Aesthetically pleasing.
Transferability
Within and across product category Across Geographic boundaries and culture.
Adaptability
Flexible Updateable
Protectability
Legally Competitively
Brand Names
Descriptive
Describes function literally Air-tel, Pizza hut, Big Bazaar, Makemytrip
Suggestive
Suggestive of a benefit or function , M-seal, Esteem, Red bull, Lux
Compounds
Combination of two or more word often unexpected words Redhat, Mountain-dew, Cherry blossom
Classical
Based on Sanskrit, or Latin etc. Himalaya ( Formerly Ayurvedic Concept)
Arbitrary
Real words with no obvious meaning Apple. Mango
Fanciful
Coined words with no obvious meaning
Zapak,
Brand Names
Short forms
Chevrolet - Chevy Coca-cola - Coke Budweiser – Bud
Ease of Pronunciation
Smirnoff, Wyborowa. ESPRIT, Swarovski
Familiar and Meaningful
Shoprite, Shopper’s Stop,
Category Link
Real (Dabur Juice), Newsweek
Brand Association
Johnson & Johnson baby shampoo, Close-up Tooth paste
Characteristics
Phonetic, Orthographic, Morphologic, Semantic
Steps in Naming Brand
Step 1
Selecting Brand Name with objective and meaning
Step 2
Collect as many names as possible
Step 3
Short list on a) Unintentional double meaning b) Unpronounceable c) Obvious legal complications d) Obvious contradictions
Step 4 Extensive international legal search
Step 5 Consumer Research for memorability and meaningfulness Step 6
Legally register the Brand name
URL ( Uniform Resource Locator)
• • • • 1. 2. 3. 4. Domain Name Cyber Squatting ICANN – Agency that controls Internet’s Address Introduces 7 new domain suffixes eg .biz , .info Few Tips for URL Keep simple Avoid Clichés e.g cyber, net, tech, digi, sys. Avoid .com Make a new word
Logos and Symbols
•A corporate name, trademark or word mark •Non word marks are called symbols
•They are devised as symbol to reinforce or embellish the brand meaning in some way
•High recognition Logos are very natural, harmonious and moderately elaborated •Familiar Logos are better liked than unfamiliar once.
Benefits 1. Can be Easily recognized 2. It gives linked memory 3. Can be updated as needed 4. Well transferable across all cultures 5. Can be relevant in a range of product category
OLD MEETS NEW
OLD RETAINED VS NEW IS CONCEIVED
OLD MEETS NEW
OLD IS GOLD
24 icons which symbolizes Company’s brand association
Sun Bee DNA Palm Tree Hand & flower Hair Bowl liquid Mixing & blending Spoon Container Spice & flavor Fish Wave Clothes Sprarkle Bird Lip Ice cream Recycle Tea Particulars Frozen Heart
Characters or Mascots
It is a special type of brand symbol that takes on human or animal or a real like character or a characteristic features
Benefits 1. Often Colorful, hence they are attention getting 2. It gives linked memory to the brand 3. It can be mastered as icon 4. Even illiterate can identify brand 5. Well recognized across all cultures
Characters or Mascots
Barbie • At the age 38 years underwent major plastic surgery in 1998 • Wider waist, slimmer hips, reduction in bust line • More smiling, natural looking straight hair, less make-up and finer nose • Barbie is $2 Billion brand. • Now every girl in America has 8 Barbie, • It sells 2 every second • Sells in 35 countries with real concept of “Think global and act Local” • Barbie has 12 state-wear attire in India
Brand Ambassador
•They are brand endorsers, generally celebrities or known to the public at large They are generally iconic characters or respected in the society were the brand is presented
•Celebrities are from following categories (In India) Mainly - Bollywood, Cricket and Page 3 Others – Serials, Other Sports,
Honest, Daring, Reliable, Successful, Charming, Upper Class, Middle Class, Charming, Youth, Energetic, Aggressive, Ideal Housewife Ideal Husband
Slogan
•They are the short phrases that communicate descriptive information about the brand Helps in making strong links between Brand and product “If you are not wearing Dockers, you’re just wearing Pants” They are closely tied to advertising campaigns Slogans are different from Tag-lines / Punch –lines - Just Do it , I can What are you getting ready for? Updating slogans as per the trends - Shopper’s Stop – shopping and beyond, start something new They are the easiest brand elements to change overtime
Kal pe control Isse sasta aur acha kahi nahi A Diamond is for ever I am loving it Utterly butterly delicious Sar utha ke jeeyo
Shut lockit and forget t Shopping and beyond Filmi sitaron ka sabun Jara sochiye Aap ka Faida Connecting people
Jingles
•They are Musical messages written around the brand They are the musical slogans
Any tune or poetry or even murmur of tune
Packaging
• It is the activity involved in designing producing containers or wrappers for the product
• Objective of Packaging 1 It Identify brand. 2 Convey information (Legally Mandatory details) 3 Assist home storage, 4 Aid product consumption • Aesthetic consideration relates to a 1 Packing size 2 Shape 3 Material 4 Colour 5 Text 6 Graphics • Innovation in Packaging has brought paradigm change in Food Packaging like easy to hold, convenient to carry, easy to open, easy to dispose off, tamper proof seal, • Few Other Innovation in Packaging - Smaller Sachet, Colgate squeeze T paste, Broader mouth T paste, Pet Bottle in soft drinks, Tetra Packs, hydrogenated / Vacuumed wrappers, Refill packs, cans • Role of packaging at POP – “last 5 seconds of marketing” / “Permanent media” / “The last Salesman” • Role of Colour in packaging ?
Colour and Brand
RED GREEN BLUE LIGHT YELLOW YELLOW PINK BLACK PURPLE WHITE OFF WHITE OCRE Combination of two or more colours
doc_759994855.ppt
various brand elements like name,logo,url,symbol,colors etc.
Brand Elements
What are Brand Elements
Brand Name URL Logos and Symbols Characters Brand Ambassador Jingles Packaging
Criteria For Choosing Brand Elements
Memorability
Brand elements should be Easily Recognized Easily Recalled
Meaningfulness
General Information about the product Category Specific information about particular attributes & Benefits of the brand Descriptive and Persuasive.
Likability
Rich in visual Verbal imagery Inherently fun and interesting Aesthetically pleasing.
Transferability
Within and across product category Across Geographic boundaries and culture.
Adaptability
Flexible Updateable
Protectability
Legally Competitively
Brand Names
Descriptive
Describes function literally Air-tel, Pizza hut, Big Bazaar, Makemytrip
Suggestive
Suggestive of a benefit or function , M-seal, Esteem, Red bull, Lux
Compounds
Combination of two or more word often unexpected words Redhat, Mountain-dew, Cherry blossom
Classical
Based on Sanskrit, or Latin etc. Himalaya ( Formerly Ayurvedic Concept)
Arbitrary
Real words with no obvious meaning Apple. Mango
Fanciful
Coined words with no obvious meaning
Zapak,
Brand Names
Short forms
Chevrolet - Chevy Coca-cola - Coke Budweiser – Bud
Ease of Pronunciation
Smirnoff, Wyborowa. ESPRIT, Swarovski
Familiar and Meaningful
Shoprite, Shopper’s Stop,
Category Link
Real (Dabur Juice), Newsweek
Brand Association
Johnson & Johnson baby shampoo, Close-up Tooth paste
Characteristics
Phonetic, Orthographic, Morphologic, Semantic
Steps in Naming Brand
Step 1
Selecting Brand Name with objective and meaning
Step 2
Collect as many names as possible
Step 3
Short list on a) Unintentional double meaning b) Unpronounceable c) Obvious legal complications d) Obvious contradictions
Step 4 Extensive international legal search
Step 5 Consumer Research for memorability and meaningfulness Step 6
Legally register the Brand name
URL ( Uniform Resource Locator)
• • • • 1. 2. 3. 4. Domain Name Cyber Squatting ICANN – Agency that controls Internet’s Address Introduces 7 new domain suffixes eg .biz , .info Few Tips for URL Keep simple Avoid Clichés e.g cyber, net, tech, digi, sys. Avoid .com Make a new word
Logos and Symbols
•A corporate name, trademark or word mark •Non word marks are called symbols
•They are devised as symbol to reinforce or embellish the brand meaning in some way
•High recognition Logos are very natural, harmonious and moderately elaborated •Familiar Logos are better liked than unfamiliar once.
Benefits 1. Can be Easily recognized 2. It gives linked memory 3. Can be updated as needed 4. Well transferable across all cultures 5. Can be relevant in a range of product category
OLD MEETS NEW
OLD RETAINED VS NEW IS CONCEIVED
OLD MEETS NEW
OLD IS GOLD
24 icons which symbolizes Company’s brand association
Sun Bee DNA Palm Tree Hand & flower Hair Bowl liquid Mixing & blending Spoon Container Spice & flavor Fish Wave Clothes Sprarkle Bird Lip Ice cream Recycle Tea Particulars Frozen Heart
Characters or Mascots
It is a special type of brand symbol that takes on human or animal or a real like character or a characteristic features
Benefits 1. Often Colorful, hence they are attention getting 2. It gives linked memory to the brand 3. It can be mastered as icon 4. Even illiterate can identify brand 5. Well recognized across all cultures
Characters or Mascots
Barbie • At the age 38 years underwent major plastic surgery in 1998 • Wider waist, slimmer hips, reduction in bust line • More smiling, natural looking straight hair, less make-up and finer nose • Barbie is $2 Billion brand. • Now every girl in America has 8 Barbie, • It sells 2 every second • Sells in 35 countries with real concept of “Think global and act Local” • Barbie has 12 state-wear attire in India
Brand Ambassador
•They are brand endorsers, generally celebrities or known to the public at large They are generally iconic characters or respected in the society were the brand is presented
•Celebrities are from following categories (In India) Mainly - Bollywood, Cricket and Page 3 Others – Serials, Other Sports,
Honest, Daring, Reliable, Successful, Charming, Upper Class, Middle Class, Charming, Youth, Energetic, Aggressive, Ideal Housewife Ideal Husband
Slogan
•They are the short phrases that communicate descriptive information about the brand Helps in making strong links between Brand and product “If you are not wearing Dockers, you’re just wearing Pants” They are closely tied to advertising campaigns Slogans are different from Tag-lines / Punch –lines - Just Do it , I can What are you getting ready for? Updating slogans as per the trends - Shopper’s Stop – shopping and beyond, start something new They are the easiest brand elements to change overtime
Kal pe control Isse sasta aur acha kahi nahi A Diamond is for ever I am loving it Utterly butterly delicious Sar utha ke jeeyo
Shut lockit and forget t Shopping and beyond Filmi sitaron ka sabun Jara sochiye Aap ka Faida Connecting people
Jingles
•They are Musical messages written around the brand They are the musical slogans
Any tune or poetry or even murmur of tune
Packaging
• It is the activity involved in designing producing containers or wrappers for the product
• Objective of Packaging 1 It Identify brand. 2 Convey information (Legally Mandatory details) 3 Assist home storage, 4 Aid product consumption • Aesthetic consideration relates to a 1 Packing size 2 Shape 3 Material 4 Colour 5 Text 6 Graphics • Innovation in Packaging has brought paradigm change in Food Packaging like easy to hold, convenient to carry, easy to open, easy to dispose off, tamper proof seal, • Few Other Innovation in Packaging - Smaller Sachet, Colgate squeeze T paste, Broader mouth T paste, Pet Bottle in soft drinks, Tetra Packs, hydrogenated / Vacuumed wrappers, Refill packs, cans • Role of packaging at POP – “last 5 seconds of marketing” / “Permanent media” / “The last Salesman” • Role of Colour in packaging ?
Colour and Brand
RED GREEN BLUE LIGHT YELLOW YELLOW PINK BLACK PURPLE WHITE OFF WHITE OCRE Combination of two or more colours
doc_759994855.ppt