2016 Branding SESSION 5 ELEMENTS

BRANDING STRATEGY
Chapter 4: Brand Elements Session 5
Instructor:
Thomas Murphy
P. 978_760_1388/ Tmurphy@clarku.edu
BRANDING STRATEGY
Brand Building Blocks
Brand Elements / Identities

Brand Building
Blocks
Seven key elements, or Identify Visualize Inform
identities, make up the
basic building blocks for
effective brand equity. Packaging
A brand element is a Logo &

Endorser
Symbol
trademark device that
serves to identify and Brand Social
differentiate the brand in Name Media/URL
the minds of customers Brand Jingles
{both business and Character Slogans
consumer}
Brand Elements – The Building Blocks of Brand Equity
1 Elements should be used

in combination to create all
Awareness three benefits
Frame of Consider &
& Recognition Reference Purchase
2 They must be understood
and meaningful across the
target customer segment
3 They can be very tangible

Identities To Identify Differentiate {Packaging} and less
tangible {Symbols}.
• Name/Slogan • Product Set • Point of
• Visual Cues • Category Fit Differences
• Awareness • Customer Fit • Tangible
• Intangible
• Recognition • Company Value
4 Together they represent a
consistent representation of
a brand meaning and value
across all marketing efforts
and campaigns
Instructor:
1 of 12 Thomas Murphy
BRANDING STRATEGY P. 978_760_1388/ Tmurphy@clarku.edu
Brand Element Selection
Criteria for Choosing Effective
Brand Elements
Proactive Branding Elements
Proactive Branding Elements
1. Memorable
2. Meaningful
3. Likeable
Reactive Branding Elements
Reactive Branding Elements
4. Transferable
5. Adaptable
6. Protectable
Intellectual Property Protection
Source: Wikipedia
https://en.wikipedia.org/wiki/Intellectual_property#Trademarks
Copyright Trademarks
Main article: Copyright Main article: Trademark
A copyright gives the creator of an A trademark is a recognizable sign,

original work exclusive rights to it, design or expression which
usually for a limited time. Copyright distinguishes products or services
may apply to a wide range of creative, of a particular trader from the
intellectual, or artistic forms, or similar products or services of
"works".[15][16] Copyright does not other traders.[18][19][20]
cover ideas and information
themselves, only the form or manner
in which they are expressed.[17]
Brand Naming Design
Guideline for Choosing Effective
Brand Names
Brand Naming
Awareness Familiar Simple to Pronounce
Distinctive Descriptive
Apple
Transferable Phonetic
 Brand Naming is a science that requires some thought to select a name that meets
as many of the six criteria shown above as possible
 There is the practical side of naming that seeks names which are simple to remember
Easy to pronounce and descriptive of the benefit or use of the product or service.
Some examples of effective practical names include:
- “Mop & Glo” - “Cling Free” , “Easy Bake”
 The more strategic aspect of selecting names involves choices which are phonetically
Appealing {“Mountain Dew”}, Distinctive { Lexus} and Transferrable {“Buick”}
Instructor:
Brand Name
Taxonomy
http://www.designbridge.com/about-us/
Brand Name
Linguistics
Brand Naming
Mistakes English
Derived
Using Superlative
Initials “New”
Cliche
“Healthy”
Taking License
Friend Plate
Suggestion Naming
Combos
BrandStorm: Name for New Social
Media PhotoShare
Brand Logo & Icon Design
Brand Logos and Icons
Definition of a Brand Logo
DEFINITION of 'Logo' A graphical mark
used to identify a company, organization,
product or brand. Logos can be displayed
along side - or in lieu of - a company's
name in order to generate awareness of
the company's association with a particular
product or service.
Logo Definition | Investopedia
www.investopedia.com/terms/l/logo.asp
Investopedia
Brand Logos & Symbols
Visual Identity LINKAGE
Brand names, like first As Brands extend to

names, can be copied new categories; logos
and confused. Logos serve to carry the
are the visual essence Identity across all sub
of a last name brands
Symbols versus Logos
Logos Vs. Symbols
Although most people call any emblem that has been

designed to visually represent a brand a logo, "logo" is
usually taken to be short for "logotype," which literally
means "word imprint" in Greek. This is why we
sometimes call logotypes "wordmarks." According to
this line of thinking, the only true logos are the ones that
contain nothing but stylized letters, representing the
literal name of a company. In its curlicue cursive, the
distinctive Coca-Cola emblem is a logo. So is Paul
Rand's Venetian Blind IBM wordmark . Other logos
include CNN, Sony, Samsung, Ray-Ban, Dell, NASA, Fed-
Ex, and even Fast Company.
http://www.fastcodesign.com/3034007/whats-
the-difference-between-a-logo-and-a-symbol
Logos Vs. Symbols
Although most people call any emblem that has been

designed to visually represent a brand a logo, "logo" is
usually taken to be short for "logotype," which literally
means "word imprint" in Greek. This is why we
sometimes call logotypes "wordmarks." According to
this line of thinking, the only true logos are the ones that
contain nothing but stylized letters, representing the
literal name of a company. In its curlicue cursive, the
distinctive Coca-Cola emblem is a logo. So is Paul
Rand's Venetian Blind IBM wordmark . Other logos
include CNN, Sony, Samsung, Ray-Ban, Dell, NASA, Fed-
Ex, and even Fast Company.
But logotypes have issues in a global economy. Because
they depend upon being read, logotypes for American
companies might be confusing to people who live in
countries that don't use the Latin alphabet.
Sometimes, companies will modify their logotypes for

different markets accordingly: Coca-Cola, for example,
maintains a stylistically consistent logotype in many
different alphabets. These days, though, many companies
prefer to take a more abstract approach, creating a
universal symbol that abstractly represents their brand.
Apple's iconic fruit is such a symbol, as is Airbnb's new

sexual Rorschach test of an symbol. Other examples of
symbols include the Red Cross and Red Crescent
emblems, the Shell gas station symbol, the Nike swoosh,
and more.
Finally, there's the combination mark. These are
emblems that use a combination of both words and
symbols to represent a company or organization.
McDonald's, Domino's Pizza, Starbucks, TiVo,
AT&T: all these companies use combination marks
. Some companies use both logotypes and

symbols, depending on the context. Nike, for
example, has both a logotype and a symbol, which
can be used to represent the company in different
scenarios.
The Nike swoosh by itself might work on the side

of a sneaker, whereas a combination of the swoosh
and the Nike logotype might look better on
company letterhead, for example.
Effective Symbol & Logo Design
The importance of colour in branding
By Chris Forsyth / August 24, 2011 / Read article on: CI Chatter
Here are few basic definitions of

colours in branding and how they can
represent your company:
Colour is one of the strongest and
most significant considerations in •RED is the colour of life. It shows
branding. Colour attracts the eye energy, strength, love, passion,
and can have a strong impact on warmth, excitement, blood, desire,
people’s emotions, moods and enthusiasm,danger, joyfulness, speed
etc.
judgement. Choosing the right
•BLUE portrays creativity, wisdom,
colour(s) for your brand is crucial in gentleness, calmness, trust, loyalty,
delivering the correct message and intelligence, patience etc.
greatly increasing your brands
awareness and success.
http://brandingdock.com/2011/08/the-importance-of-
colour-in-branding/
Rethinking IKEA’s logo
By David Airey / November 5, 2015 / Read article on: Logo Design Love
“We began by looking at the best parts of the

exiting logo. Namely colour and bold type. We
refined the type to more closely align with the
original Futura Press font (avoiding Verdana
at all cost). We felt this cleaner typographic
treatment was more suited to the aesthetic of
IKEA’s products. Similarly, by continuing to
use the core brand colours we ensure that the
logo remains instantly identifiable. Removing
the oval was also a priority as it severely
dated the logo and reduced it’s legibility at
smaller scales (e.g. advertising / website
etc.).”
http://brandingdock.com/2015/11/rethinking-ikeas-logo/
15 Most Interesting Logos and Their Concepts
By Bogdan / July 5, 2013 / Read article on: Top Design Magazine
Apple was set up by Ronald Wayne and Steve

Jobs in 1976. Wayne designed the original logo in
shades of black and white in 1976, with Newton sitting
under an Apple Tree (apple was highlighted a bit). Apple
Computer Co. was inscribed on the top and bottom,
below was a line by the poet ‘William Wordsworth’ …
“Newton … a mind forever voyaging through strange
seas of though…alone”. With such a complicated design,
it was just a matter of time that Steve Jobs changed it.
With Wayne’s resignation in 1977, Jobs hired Rob Janoff
to replace this logo. The Apple was created (Newton’s
apple again) in rainbow colors (since a computer offering
color capability was their sales pitch and
innovativeness). The green is at the top since a leaf is
green whereas the rest of the colors followed the light
spectrum.
http://brandingdock.com/2013/07/15-most-
interesting-logos-and-their-concepts/
The infamous bite has two reasons:

‘it is about scale and the common
experience of biting into an apple’
and it differentiates the apple from a
cherry tomato. 1998 was when Jobs
re joined apple and the apple iMac
was launched – this time the logo
was stripped of its colors giving
birth to the monochromatic apple.
According to BBC Top Gear news post of

June 13, 2013, (about the) latest 4C Alfa
Romeo car:
“The upshot is a car that is
philosophically smart, uses state-of-the-
art tech that brings it all together in a way
that is still satisfyingly old-school.
Nevertheless, Alfa – no stranger to
rescuing defeat from the jaws of victory –
is not going to mess this one up.”The
first logo 1870-1910 reads Anonima
Lombarda Fabbrica Automobili, its prefix
ALFA and MILANO (for Milan
By 1910 Alfa Romeo an Italian

car company started manufacturing
cars and became a part of the racing
circuit. Their logo changed to a colorful
one with one side showing a coat of
arms and the other a snake. Both have a
religious context since the coat showed
a red cross on a white background
reminiscent of the crusades. The snake
with a dragon head/the serpent and the
man most probably represent the one
St. George killed. Byb 1915, a blue ring
was added – Alfa Romeo was printed for
the first time separated by two ‘Savoy
dynasty knots’ to show the Italian
heritage.
Think about the 1960s and early 1970 and you
find out that it was an era of free thinking.
Starbucks coffee cup logo of 1971 may

look too risqué to us but think about that
decade and it would make perfect sense. The
Siren (a mythical creature) which lured
sailors with its voice and beauty was selected
to show how the coffee would attract its
customers. 1987 was when the mindset
began to change and the logo was changed
to cover the siren and the color green was
selected.
1992 again the siren was covered

even further since the brand had
come to be recognized and was a
popular name among coffee lovers.
In 2011 Starbucks had become a

household name, and the name was
thus dropped and only green (ocean)
was kept.
Advantages
Visual Identity LINKAGE
Brand names, like first As Brands extend to

names, can be copied new categories; logos
and confused. Logos serve to carry the
are the visual essence Identity across all sub
of a last name brands
Advantages
Protection Personality
As Brands extend to
Logos can be
new categories; logos
protected through
serve to carry the
copyrights or
Identity across all sub
trademarks
brands
Brand Slogan Design
Brand Slogans
What is a Slogan ?
In business, a slogan or tagline is
"a catchphrase or small group of words
that are combined in a special way to
identify a product or company," according
to Entrepreneur.com's small business
encyclopedia.
In many ways, they're like mini

mission statements.
http://blog.hubspot.com/blog/tabid/6307/bid/33535/10-
Companies-That-Totally-Nailed-Their-Taglines.aspx
Why Use a Slogan ?
Companies have slogans for the
same reason they have logos: The goal?
advertising. While logos are visual
representations of a brand,
slogans are audible To leave a key brand
representations of a brand. message in
consumers' minds so
Both formats grab consumers' that, if they remember
attention more readily than the nothing else from an
name a company or product advertisement,
might. Plus, they're simpler to they'll remember the
understand and remember. slogan.
What Makes a Great Slogan ?
According to HowStuffWorks,
It's memorable.
Is the slogan quickly recognizable?
Will people only have to spend a

second or two thinking about it?
A brief, catchy few words can go a

long way in advertisements, videos,
posters, business cards, swag,
and other places.
It includes a key benefit.

Ever heard the marketing advice, "Sell the
sizzle, not the steak"?
It means sell the benefits, not the features --

which applies perfectly to slogans.
A great slogan makes a company or

product's benefits clear to the audience.
It differentiates the brand.

Does your light beer have the fullest
flavor? Or maybe the fewest calories?
What is it about your product or brand

that sets it apart from competitors?
It imparts positive
feelings about the brand. whereas a slogan
like Lea &
The best taglines use words Perrins', "Steak
that are positive and upbeat. sauce only a cow
For example, Reese's Peanut could hate," uses
Butter Cups' slogan, "Two negative words. The
great tastes that taste great former leaves a
together," gives the audience better impression
good feelings about Reese's, on the audience.
“Just Do It”
It didn't take long for Nike's message But it's unlikely Kennedy + Weiden, the
to resonate. The brand became more agency behind this tagline, knew from
than just athletic apparel -- it began to the start that Nike would brand itself in
embody a state of mind. this way.
It encourages you to think that In fact, Nike's product used to cater

you don't have to be an athlete to be almost exclusively to marathon runners,
in shape or tackle an obstacle. If you which are among the most hardcore
want to do it, just do it. That's all it athletes out there.
takes.
The "Just Do It" campaign widened the
funnel, and it's proof positive that
some brands need to take their time
coming up with a slogan that reflects
their message and resonates with their
target audience.
Apple: "Think Different"
This slogan was first released in the
Apple's commercial, called "Here's to
the Crazy Ones, Think Different" -- a
tribute to all the time-honored
visionaries who challenged the status
quo and changed the world.
The phrase itself is a bold nod to IBM's

campaign "Think IBM," which was used
at the time to advertise its ThinkPad.
M&M: "Melts in Your Mouth, Not
in Your Hands"
Here's one brand that didn't need much
time before realizing its core value
proposition.
At the end of the day, chocolate is

chocolate. How can one piece of chocolate
truly stand out from another? By bringing
in the convenience factor, of course.
This particular example highlights the

importance of finding something that
makes your brand different from the others
-- in this case, the hard shell that keeps
chocolate from melting all over you.
Lay's: "Betcha Can't Eat Just One"
Seriously, who here has ever had just
one chip?
While this tagline might stand true for

other snack companies, Lay's was
clever to pick up on it straight away.
The company tapped into our truly

human incapability to ignore crispy,
salty goodness when it's staring us in
the face. Carbs, what a tangled web There are plenty of other delicious
you weave. chips out there. But what Lay's was
able to bring forth with its tagline is
that totally human, uncontrollable
But seriously, notice how the nature of snacking until the cows come
emphasis isn't on the taste of the home.
product.
Guidelines for a Great Slogan
Uses or suggests
Fit The brand name
More than one word
Less than a sentence Edgy and Timeless
Memora
Simple
ble
Product use or benefit

Original from any
Unique Helpful In customer terms
Other brand and
Catchy to repeat
BrandStorm: Slogan to Capture All
Electric Luxury SUV
The Best
Best and Worst Company
Slogans 1. Uber: “Everybody’s Private Driver”
By Nicole Goodkind December 16, “It’s for everybody,” says Sullivan. But at the same
2013 9:47 AM Daily Ticker time “the idea of private is upscale and people know
Slogans like "A Diamond Is that it’s a driver and not a taxi service. It portrays
Forever," "Got Milk," and “Just Do some authenticity and some exclusiveness.” The best
It,” are recognizable nationwide. In of both worlds.
fact, they're often better known
than the companies that created 2. L’Oreal: “Because We’re Worth It”
them. This tagline evolved with its customers. It began as
“because I’m worth it,” then it evolved to “because
"Good taglines create a lasting you’re worth it,” and in 2009 the company
impression," says Barbara Apple implemented the current phrasing, “because we’re
Sullivan of Sullivan, a brand worth it.”
engagement firm. “
“It speaks to women and the idea that we’re all
important enough to use these cosmetics and skin
A tagline really builds equity in a
care products,” says Sullivan. “I think it evolved from
brand over time, and a good one
the ‘I am’ because they wanted to talk directly to that
conveys something unique and
woman. That [tagline] is one that has stood the test of
meaningful about a company that
time and become so important to woman across the
raises it to a higher mission."
world.”
Best and Worst Company The Worst
Slogans
By Nicole Goodkind December 16, 1 & 2. Accenture: “High Performance.
2013 9:47 AM Daily Ticker Delivered.” and Deloitte: “High Performance.
In general, the slogan may be Amplified.”
going away. “These are not very differentiating,” says
Sullivan. “The taglines are very similar and I
don’t think the average person could
“The role of taglines isn’t differentiate between the two.” Accenture
what it used to be,” explains actually took Deloitte to court over the
Sullivan. similarity.
3. Enron: “Ask Why”

“In this world where brands Adopted by Enron in the mid-90s, this tagline
are being defined by so many was supposed to encourage people to
different touch points across question conventional wisdom.
so many different channels, is Unfortunately, that's what they did and it
a monolithic tagline still as came back to bite the company.
“This is perhaps the most ironic tagline in
relevant as it once was?”
history given that a whistleblower at Enron
who did ask why led to the demise of the
company,” says Sullivan.
Brand Slogans
Short (3-10 word) Phrases that describe Brand benefit and persuade viewers to
consider, buy and use the brand
Crisp & Clean

When There is
and No Live for Now
No Tomorrow
Caffeine
Because I’m Happiest Place Its Everywhere

Worth It on Earth You Want to Be
American By
Birth ….Rebel Just Do It Innovation
By Choice
Instructor:
Slogan Quiz Answers
7 Up Fedex Pepsi
L’Oreal Disney Visa
Harley
Nike 3M
Davidson
Brand Character Design
Brand Characters
Characters and Endorsers
Success Criteria {1-3 }and Positive Examples
Fits With The Brand Image

Betty Crocker Donald Trump
Timeless and Iconic

Mr. Clean Betty White
Entertaining and Memorable

M&M Candies William Shatner
Characters and Endorsers
Success Criteria { 4-6 }and Positive Examples
Is Trustworthy or Endearing
“Snuggles” Oprah
Globally Acceptable and Recognizable

Mickey Mouse George Clooney
Difficult for Other Brands to Copy

Green Giant Bill Clinton
Reebock Be More Human
Direct TV Ad
KIA Sorrento
Brand Makeover
Brand Makeovers
Successful and Not Successful Examples
Toyota’s Bad Gap & Tropicana

Reputation Recovery changes in Logo’s
McDonald’s Healthy Coca Cola’s change

Menu, Newman’s from Classic Coke
Own Coffee
Reasons for Brand Makeovers
Recover From
Damaged Reputation
Changes in Product
Value or Focus
Need to Refresh and

Update Brand Image
Brand Makeover Summary
• There are situations in which a brand
• Some brands, with commodity reputation or the reputation of a
products that change little over brand endorser requires the brand to
time, have less of a need for a repair it’s image. The recent issues
makeover. For instance: Green surrounding Lance Armstrong, for
Giant instance, affect any of the brands he
• At some point certain brands represents.
require a face lift in terms of a
fresh logo, character or design. • There are also times when a brand
Betty Crocker’s character has outgrows its image and elements.
been updated 7 times to remain Companies become “Green” and
current. Michelin’s character has need to update to reflect this added
been slimmed down to reflect value {BMW Hybrid}. Product or
changing consumer focus on market focus may change
health and fitness {Progressive Insurance}
Class Team Exercise
Brand Makeover
Selecting the New Framework Changing the Brand Image
Select a Brand
Character
New
or
Slogan
Identify Target Endorser
Segment
Packaging
Identify the New Makeover
Brand Message
Packaging
Benefits of Packaging
Identifies a Brand
Logo Character
Helps Protect, Store , Use and Ship
Insulation Soup to Go
Provides Key Product Information
Ingredients How to Use
Identifies The Social Mission and Brand Core

Packaging’s Influence on Buying Behavior
Packaging Influences Consumers Throughout the Buying Cycle
Point of Product Post

Point Of Search Product Use
Purchase Use
Shelf Appeal Scan Codes Size and Disposable

Favorite Shape
Brand
Recognition Product Bundling Recycle
Information Microwavable
Coupons Returns
Service
Easy Opening
Refill
 Packaging is probably the most universal and ubiquitous of all the brand elements. It continuously evolves
to provide user benefits and influence across all phases of consumer buying and use.
 Packaging used to be considered beneficial strictly for its on the shelf appeal. In the last decade, as
consumers have become more concerned about safety and health, packaging as a communication method
{ingredients, warnings, health advantages} has become a key brand differentiator.
Container innovations that enhance ease of product use { pull tab lids , Microwavable} and freshness have
also encouraged brand loyalty and increased use of products in new situations.
Instructor:
Clark University
Graduate School Of Management
Instructor:
Packaging Thomas Murphy

P. 978_760_1388/ Tmurphy@clarku.edu
The Concept of Packaging
Branding Principle
“Packaging”
Form Function
Meaning
Elements of Form
Elements of Function
Elements of Meaning
History
Fit CSR Emotion Trust

Context
Relevance Passion Loyalty

Brand Marketing
http://beloved-brands.com/views/
Apple’s Big Idea
Promise Strategy
• We make it easy to use • Technology made simple
electronics – Design
– User Friendly
– Functionality
• You will feel smarter
– Convenience
– Speed
• You will be at the leading • Across a broad array of
edge of technology electronic products
• No matter who you are
Apple’s Big Idea
Brand Story Freshness
• Technology shouldn’t be • Create surprising
intimidating or frustrating technology that helps
change the world
• You will be engaged right
away • Leap Frog all competitors
• Doing more with every

Apple product you buy
Apple’s Big Idea
Experience
• Understand the experience from
te customer side
• Work backwards to design and

improve the technology
• Create experiences that surpass

the promise

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BRANDING STRATEGY

Chapter 4: Brand Elements Session 5

Brand Elements / Identities

A brand element is a Logo &

1 Elements should be used

3 They can be very tangible

Main article: Copyright Main article: Trademark

A copyright gives the creator of an A trademark is a recognizable sign,

Visual Identity LINKAGE

Brand names, like first As Brands extend to

Although most people call any emblem that has been

Although most people call any emblem that has been

Sometimes, companies will modify their logotypes for

Apple's iconic fruit is such a symbol, as is Airbnb's new

. Some companies use both logotypes and

The Nike swoosh by itself might work on the side

Here are few basic definitions of

“We began by looking at the best parts of the

Apple was set up by Ronald Wayne and Steve

The infamous bite has two reasons:

According to BBC Top Gear news post of

By 1910 Alfa Romeo an Italian

Starbucks coffee cup logo of 1971 may

1992 again the siren was covered

In 2011 Starbucks had become a

Visual Identity LINKAGE

Brand names, like first As Brands extend to

In many ways, they're like mini

Will people only have to spend a

A brief, catchy few words can go a

It includes a key benefit.

It means sell the benefits, not the features --

A great slogan makes a company or

It differentiates the brand.

What is it about your product or brand

It encourages you to think that In fact, Nike's product used to cater

The phrase itself is a bold nod to IBM's

At the end of the day, chocolate is

This particular example highlights the

While this tagline might stand true for

The company tapped into our truly

Product use or benefit

3. Enron: “Ask Why”

Crisp & Clean

Because I’m Happiest Place Its Everywhere

L’Oreal Disney Visa

Fits With The Brand Image

Timeless and Iconic

Entertaining and Memorable

Globally Acceptable and Recognizable

Difficult for Other Brands to Copy

Toyota’s Bad Gap & Tropicana

McDonald’s Healthy Coca Cola’s change

Need to Refresh and

Identifies The Social Mission and Brand Core

Point of Product Post

Shelf Appeal Scan Codes Size and Disposable

Packaging Thomas Murphy

Fit CSR Emotion Trust