Symbols & Logos
Symbols can also be used effectively to communicate brand values and characteristics. Mascots may also be part of the logo of a brand. Eicher uses head of the horse in the past, representing power and sturdiness of the Tractor. Eicher now uses galloping horse after diversifying its operations. Goodlands Nerolac uses Guddy tiger, signifying bright lasting colors’.
Apple computers uses as it represent fun and friendliness.
These symbols / mascots have become endearing and shombitSengupta designed wipro logo of rainbow colours.
LIC used hands of logo where represents safety, UTI has 'Kalash' as it is considered sacred and signals good things. Royal stag brand uses 'Horse' symbolizing naturalness and purity.
ITC welcome group has W-Namaste as its logo, which captures the Indian tradition of welcoming the guests.
Logos should be
* Unique but easy to recoginize
* Worth remembering and represent ideas etc.
* Look simple and yet capture wider meaning.
* relevant and in tune with the time.
Nike represents action, Swoosh symbol represents it.
Britania little hearts uses 'heart logo' symbolizing love and affection.
Slogans / Punchlines
They also reflect Brand personality.
Peter England - Honest Shirt (sincerity)
LIC - Try – Thy name is LIC (Trust)
L & T switch gear - Safe & Sure (Trust)
Bajaj - Inspiring confidence (Competence)
Videocon - The Indian Multinational (Competence)
Vantlensen - Power Evolved (Sophistication- upper class)
Bank of Rajasthan - Dare to Dream (Excitement)
The New India Assurance Co. Ltd. - Assurance of the leader (Competence)
Mahindra Scropio - Nothing else will do – (Ruggedness)
Bank of India - Bank that cares (empathy)
Nike - Just do it (Motivation, excitement)
Slogans enhance brand recall and have strong linkage with brand's essence / key values. Logos support brand
names, provide ease in processing visual information lead to brand recall. Logo can be textual, abstract design and
may be real.
They convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand.
Executional Elements:
Semantics of the ad and Big 'B' presence, played prominent role in delivering the Brand essence of Dabur Chyanvanprash highlighting the traditional and natural, effective way to strengthen mind & body.
Brand personality plays prominent role in product categories such as alchohol, cigarettes, cool drinks, and perfumes. Brand personality may dominate functional attributes though which are equally important, thereby influencing consumer's preference.
It also acts as differentiator in case of Brand parity with respect to brand features. The key differentiating factor between brands such as Coke , Pepsi, Thumpsup, Wiilsflake and India Kings is their distinct personality.
Consumers have actual and ideal self concept, which has bearing on buying behavior.
Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. The proximity between self image and brand's image, will determine the attitude towards the brand. Consumers see brands and their associates, as means to express..
Marketers through ads try to activate self image / concept of consumer, which may be existing or aspirational through various elements such as Execution, celebrity, logos / symbols etc.
Ads work on image congruence and try to influence consumer attitude and preference thus evaluations.
The problem arises when brand self image is not in sync with that of consumer and vice-versa.
The need arises to determine the brand personality (existing) and change it so as to match with that of consumer self image. For example, Brand which is considered as old, cannot be targeted to young target audience.
In case of incongruence, Advertising needs to highlight functional aspects, and emphasize brand image in case of image congruence.
Thus brand image may become dominant factor influencing buyer behaviour. It also helps to nullify the weaknesses of the brand contributing to poor perception.
Symbols can also be used effectively to communicate brand values and characteristics. Mascots may also be part of the logo of a brand. Eicher uses head of the horse in the past, representing power and sturdiness of the Tractor. Eicher now uses galloping horse after diversifying its operations. Goodlands Nerolac uses Guddy tiger, signifying bright lasting colors’.
Apple computers uses as it represent fun and friendliness.
These symbols / mascots have become endearing and shombitSengupta designed wipro logo of rainbow colours.
LIC used hands of logo where represents safety, UTI has 'Kalash' as it is considered sacred and signals good things. Royal stag brand uses 'Horse' symbolizing naturalness and purity.
ITC welcome group has W-Namaste as its logo, which captures the Indian tradition of welcoming the guests.
Logos should be
* Unique but easy to recoginize
* Worth remembering and represent ideas etc.
* Look simple and yet capture wider meaning.
* relevant and in tune with the time.
Nike represents action, Swoosh symbol represents it.
Britania little hearts uses 'heart logo' symbolizing love and affection.
Slogans / Punchlines
They also reflect Brand personality.
Peter England - Honest Shirt (sincerity)
LIC - Try – Thy name is LIC (Trust)
L & T switch gear - Safe & Sure (Trust)
Bajaj - Inspiring confidence (Competence)
Videocon - The Indian Multinational (Competence)
Vantlensen - Power Evolved (Sophistication- upper class)
Bank of Rajasthan - Dare to Dream (Excitement)
The New India Assurance Co. Ltd. - Assurance of the leader (Competence)
Mahindra Scropio - Nothing else will do – (Ruggedness)
Bank of India - Bank that cares (empathy)
Nike - Just do it (Motivation, excitement)
Slogans enhance brand recall and have strong linkage with brand's essence / key values. Logos support brand
names, provide ease in processing visual information lead to brand recall. Logo can be textual, abstract design and
may be real.
They convey a clear meaning or suggest something about product category / brand / values / features / benefits of the brand.
Executional Elements:
Semantics of the ad and Big 'B' presence, played prominent role in delivering the Brand essence of Dabur Chyanvanprash highlighting the traditional and natural, effective way to strengthen mind & body.
Brand personality plays prominent role in product categories such as alchohol, cigarettes, cool drinks, and perfumes. Brand personality may dominate functional attributes though which are equally important, thereby influencing consumer's preference.
It also acts as differentiator in case of Brand parity with respect to brand features. The key differentiating factor between brands such as Coke , Pepsi, Thumpsup, Wiilsflake and India Kings is their distinct personality.
Consumers have actual and ideal self concept, which has bearing on buying behavior.
Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. The proximity between self image and brand's image, will determine the attitude towards the brand. Consumers see brands and their associates, as means to express..
Marketers through ads try to activate self image / concept of consumer, which may be existing or aspirational through various elements such as Execution, celebrity, logos / symbols etc.
Ads work on image congruence and try to influence consumer attitude and preference thus evaluations.
The problem arises when brand self image is not in sync with that of consumer and vice-versa.
The need arises to determine the brand personality (existing) and change it so as to match with that of consumer self image. For example, Brand which is considered as old, cannot be targeted to young target audience.
In case of incongruence, Advertising needs to highlight functional aspects, and emphasize brand image in case of image congruence.
Thus brand image may become dominant factor influencing buyer behaviour. It also helps to nullify the weaknesses of the brand contributing to poor perception.