CHOOSING BRAND

ELEMENTS TO BUILD
BRAND EQUITY
Learning Objectives
 Identify the different types of brand elements
 List the general criteria for choosing brand
elements
 Describe key tactics in choosing different brand
elements
 Explain the rationale for “mixing and matching”
brand elements
 Highlight some of the legal issues surrounding
brand elements 
 Brand elements
 Brand elements, sometimes called brand identities, are those
trademarkable devices that serve to identify and differentiate the brand.

 marketers should choose brand elements to enhance brand awareness;

facilitate the formation of strong, favorable, and unique brand associations;
or elicit positive brand judgments and feelings

 The test of the brand-building ability of a brand element is what consumers

would think or feel about the product if they knew only that particular brand
element and not anything else about the product
Brand elements
Criteria for Choosing Brand Elements
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 Memorability
Brand elements become inherently memorable and attention-getting and therefore facilitate
recall or recognition in purchase or consumption settings

 Sparkling orange colour

 Swoosh – NIKE
 Meaningfulness
General information about the function of the product or service: Does the
brand element have descriptive meaning and suggest something about the
product category, the needs satisfied
or benefits supplied?
Does the brand element seem credible in the product category?

Specific information about particular attributes and benefits of the brand:

Does the brand element have persuasive meaning and suggest something about
the particular kind of product, or its key points-of-difference attributes or
benefits?
Does brand element suggest something about some aspect of the product
performance or the type of person who might use the brand?
Likability
do customers find the brand element aesthetically appealing?
Is it likable visually, verbally, and in other ways?
Brand elements can be rich in imagery and inherently fun and
interesting, even if not always directly related to the
product.

Transferability
Past Marketing Failures
Transferable? How far? To what extent?
 Adaptability
Because of changes in consumer values and opinions, or simply because of a need to remain
contemporary, most brand elements must be updated. The more adaptable and flexible the
brand element, the easier it is to update it.
e.g. logos and characters can be given a new look or a new design to make them appear more
modern and relevant.

Protectability
Marketers should:
(1) choose brand elements that can be legally protected internationally
(2) formally register them with the appropriate legal bodies, and (3) vigorously
defend trademarks from unauthorized competitive infringement
1982
Types of Brand Elements
Brand Names – shorthand means of communication
B. Familiarity and meaningfulness

Less learning effort to understand their

meaning as brand names; indicating P-cat

C. Differentiated and unique

FOGG
Alphanumeric names:
BMW-5,7; Audi Q, E
NAMING procedures:
-Define Objectives: Corporate band; The role of brand in entire marketing
program & target market

-Generate names

-Screen initial candidates (Eliminate names with: unintentional double meaning;

unpronounceable; with legal complications; obvious contradictions of
positioning)

-Study candidate names: More extensive info

-Research the final candidate

-Select the final name

Uniform Resource Locators (URLs)

 Specify locations of pages on the Web also known

as domain names
 Protect the brands from unauthorized use in other
domain names

e.g. when Andersen Consulting selected its new

name, it chose the coined word “Accenture” in part
because the URL www.accenture.com had not been
registered
Logos and Symbols
Logos and Symbols

Half Dome mountain peak in California

"We felt that putting a wrap around all that with an upgrade of our visual identity would help
signal to our consumers that this is a brand that's evolving.“
- Fernando Machado, Global chief marketing officer, Burger King
Characters
 Virtual Characters with no
particular dedicated connotations
Slogans
Campaign specific taglines..

Prepare for battle (basketball)

Jingles
 Musical messages written around the brand
 Have catchy hooks and choruses that become
permanently registered in the minds of listeners
 Enhance brand awareness by repeating the brand
name in clever and amusing ways

“Give me a break”
 Packaging
 Activity of designing and producing containers or wrappers

 From the perspective of both the firm and consumers, packaging must:
 Identify the brand

 Convey descriptive and persuasive information

 Facilitate product transportation and protection

 Assist in at-home storage

 Aid product consumption

 Packaging can invoke the
element of “TRADITIONAL”
and ; Artisanal sometimes – for
the images as examples

Letting consumers know all about a product is

Good/better?

Attractive packaging can

partly cover up really
poor products
Redesigning offerings to downplay brand names
Critique of Brand Element Options
To Sum up...
 Entire set of brand elements makes up the brand
identity
 Cohesiveness of the brand identity depends on the
extent to which the brand elements are consistent
 Each brand element plays a different role in
building brand equity, so marketers should “mix
and match” to maximize brand equity
A logo that does not risk it all – Facebook – Metaverse

17-23 Nov B EQ – Hard copy news paper