MMK280 –Brand

Management

Brand Elements

Dr Allison Ringer

Class 4 – T2, 2023 Burwood,

Geelong Waterfront and
Cloud Campuses
Week 04
1
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 Last Week - Chapter 3: Brand Resonance & Brand Value Chain – Key Take-away
Points

Building a strong brand involves establishing brand salience,

performance, imagery, judgments, feelings, and resonance with
customers.
Building brand awareness helps customers understand the product or
service category in which the brand competes and what products or
services are sold under the brand name.
A highly salient brand is one that has both depth and breadth of brand
awareness.
Brand performance describes how well the product or service meets
customers’ more functional needs.

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 Last Week - Chapter 3: Brand Resonance & Brand Value Chain – Key Take-away Points

Brand imagery refers to more intangible aspects of the brand, and

consumers can form imagery associations directly from their own
experience or indirectly through advertising.
Brand meaning is what helps produce brand responses, or what
customers think or feel about the brand.
Warmth, fun, excitement, security, social approval, and self-respect are
the important types of brand feelings.
The power of the brand and its ultimate value to the firm reside with
customers.
Brand value creation begins with marketing activity by the firm and ends
with shareholder value
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 Learning Objectives
L1. Identify the different types of brand elements.
L2. List the general criteria for choosing brand elements.
L3. Describe key tactics in choosing different brand elements.
L4. Explain the rationale for ‘mixing and matching’ brand elements.
L5. Highlight some of the legal issues surrounding brand elements.

Assignment 2

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 L1. Types of Brand Elements
Brand Names URLs Logos and Symbols
www.michelin.com.au
Michelin

Characters Slogans Jingles

Packaging Signage?

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 Brand Elements
• Marketers use brand elements to:
– identify and differentiate a brand
– influence a company’s ability to build awareness and image for a brand
– has a direct impact on the degree of positive brands associations
– positive brand equity that can be established with strong brand
elements

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 Brand Name
• Brand names capture the central theme or key associations of a
product e.g., Pizza Hut
• Brand names are the most difficult element for marketers to
change i.e., entrenched in the mind of the consumer
• Can be activated in a few seconds
• Brand name must be:
• Memorable
• Fun or interesting
• Rich with creative potential
• Transferable to a wide variety of product and geographic settings
• Enduring and relevant over time
• Strongly protectable both legally and competitively.

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 L3. Brand Naming Guidelines and Tactics
• Brand Awareness
• Simplicity, ease of pronunciation and spelling
• Easily stored and recalled from memory
• Often shortened
• Often abbreviated
• Familiarity and meaningfulness
• Differentiated, distinctive, and unique.
• Brand Associations
• Compact tool of communication – explicit and implicit meanings are important
• Reinforce important attribute or benefit
• Head & Shoulders Shampoo
• Close-Up toothpaste

5
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 Brand Naming Procedures
• Define (branding) objectives e.g., what does the brand convey? Role of the
brand?
• Generate names/concepts – these names can come from multiple sources
• Screen (double meaning, legal requirements, already in use) initial candidates
e.g., from 48,000 name suggestions = Vegemite iSnack2.0, Temptin’
• Study candidate names e.g., conduct international search
• Research the final candidates e.g., perception of the brand name using ‘mock
ups’
• Select the final name – the brand must maximise the organisations branding
and marketing objectives
4.9
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 Logos and Symbols
• Indicate origin, ownership, or association
• Range from corporate names or trademarks, written
in a distinctive form, to abstract designs that may:
• Be completely unrelated to the corporate name or
activities

Valuable asset
Must be able to link to a product
Very versatile – transfer well across countries, different media
Can endorse single brands or a corporation
Can be adapted over time but you need to be careful that the
change is gradual
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 L3. Brand Elements: Logos and Symbols Tactics

• Brands with strong word marks

• Examples of abstract designs
• Literal representation of the brand name
• Versatility – can be transferred and adapted

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 The Evolution of the Pepsi and Amazon Brands

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 The Hidden Meaning of Logos
Roxy is a surfing and
snowboarding clothing brand
for females, owned by
Quiksilver. Its logo consists of
two Quiksilver logos rotated to
form a heart!
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The arrow on amazon does not
just represent a smiley. It also
goes from the letter A to Z
showing that you can buy
everything from A to Z on
amazon!
The Tour de France’s logo
actually contains the image of
a cyclist! The yellow circle
and the letter “O” shows the
wheels of the bike, while the
“R” and the dot next to it
represent the cyclist’s body
and head!
 Brand Slogans
• Short phrases that communicate descriptive or persuasive
information about the brand to the consumer – This is NOT a
brand Mantra or a positioning statement which is for
internal use

• L3. Tactics
• Function as useful “hooks” or “handles” to help consumers
grasp the meaning of a brand
• Summarises and translates the intent of a marketing
program
• Makes strong links with the category
• Reinforces brand PoD
Slogans are powerful branding devices because, like brand names, they
are an extremely efficient, shorthand means to build brand equity.

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 Brand Characters
• Special type of brand symbol
• One that takes on human or real-life characteristics

• Introduced through advertising and can play a central role in ad campaigns

and package designs

• L3. Tactics
• Good for creating brand awareness as they are
attention grabbling
• Human characters can break through the clutter
• Longevity – enduring and timeless
• Enhances likeability
• Perception of fun
• Transferred across product categories Louie the Fly -
• The more realistic the more it needs to be updated Mortein
• Can be over-exposed
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 L3. Brand Characters [continued]
A special type of brand symbol
—one that takes on human or
real-life characteristics.
• Improves visibility
• Enforces human values and
characteristics than other
elements
• Provides licensing properties
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 Jingles
• Musical messages written around the brand
• Have catchy “hooks” and “choruses” that become
permanently registered in the minds of listeners
• L3. Tactics
• May enhance brand awareness by repeating the brand name
in clever and amusing ways
• Often conveys product meaning
• Most likely to relate to feelings
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 Uniform Resource Locators (URLs)
• Specify locations of pages on the Web

• Known as domain names

• Protect the brands from unauthorized use in other domain names

• Cybersquatting- Registering, trafficking in, or using a domain name with

bad-faith to profit from:
• The goodwill of a trademark belonging to someone else

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 Packaging
• Activity of designing and producing
containers or wrappers
• Packaging must:
 Identify the brand
 Convey descriptive and persuasive information
 Facilitate product transportation and protection
 Assist in at-home storage
 Aid product consumption
• Packaging innovation help to gain short
term growth in sales.
• Why short term? because it can be easily
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 L3. Packaging Tactics
• Packaging to improve brand image
• Last 5 seconds of marketing
• Silent salesman
• Permanent media
• Can packaging establish the brand promise within 3
seconds and 4 metres away? If “yes” then that is a major
advantage!
• Sustainable packaging will be a strategy of the future!
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 Packaging [continued]
• Package aesthetics creates, builds, reinforces strong
brand associations
• Packaging innovations is often a PoD

• Package design
 Need to stand out
 Need to have “shelf impact”
 There is a science that goes into packaging
• Colours, text, simplistic design, transparent, .
• Some products are linked with colour, so are brands

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 L3. Tactics for Brand Elements

Brand elements can

inherently enhance brand
awareness or facilitate the
formation of strong,
favourable, and unique
brand associations.

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 L4. Consistency & Mix and Match Brand Elements
• 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 maximise brand equity
• Each Brand element has its strengths and weaknesses
• Need to maximise their collective contribution to brand equity -Mix the
achievement of objectives and match the reinforcement of meaning

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 Source: https://issuu.com/stephencatapano/docs/final_coca_cola_book_low

Branding in Practice: Coca Cola Image is Everywhere

Slogans

Spenserian Script Dynamic Ribbon i.e.,

Logo – Preferred the Coke wave;
logotype Graphic
representation of two
Coke bottles laying
side by side; Serves
as a powerful
connecting devise
Contour Bottle – inspired by a between elements
Gotham Font – The
cocoa bean pod – must always official font of Coca
be shown in its entirety; Cola Marketing i.e.,
considered a ‘Cultural Icon’ the unification of The Colour Palette
marketing materials –
all headlines,
executions and
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 L2. Figure 4.1- Criteria for Choosing Brand Elements

Part of offensive
strategy
Discussed in
the
following
slides

Part of defensive
strategy

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 Memorability

• A necessary condition of brand equity

• Brand elements should inherently be memorable
and attention-getting, and facilitate recall or
recognition.
• Bonds work singlet featuring a ‘macho’ mascot with
a distinctive red tag line is likely to stick in the minds
of consumers.
4.26
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 Meaningfulness
• Brand elements may take on all kinds of
meaning, with either descriptive or persuasive
content.
• Two particularly important dimensions
– General information about the nature/functionality of the product
category creates brand awareness
– Specific information about particular attributes and benefits of
the brand creates image and positioning and POD
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 Likability
• Do customers find the brand element aesthetically appealing? Fun and
interesting? Strong visual image?
• Descriptive and persuasive elements reduce the burden on marketing
communications to build awareness.
• The less concrete the possible benefits are, the more important the
creative potential of the brand name and other brand elements are.

4.28
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 Transferability
• Transferability measures the extent to which the brand element
adds to the brand equity for new products or in new markets for
the brand.
• How useful is the brand element for line or category
extensions? The less specific the name the easily transferred
• To what extent does the brand element add to brand equity
across geographic boundaries and market segments?

4.29
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 Adaptability

• The more adaptable and flexible the brand element,

the easier it is to update it to changes in consumer
values and opinions.
• For example, logos and characters can be given a
new look or a new design to make them appear
more modern and relevant.

4.30
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 L5. Protectability
• Marketers should:
– Choose brand elements that can be
legally protected internationally.
– Formally register chosen brand
elements with the appropriate legal
bodies.
– Vigorously defend trademarks from
unauthorised competitive infringement.
– If easily copied – lose
uniqueness/competitiveness

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Critique of Brand Element Options

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 Pulling it all Together
• The entire set of brand elements makes up the brand
identity, the contribution of all brand elements to
awareness and image.
• The cohesiveness of the brand identity depends on the
extent to which the brand elements are consistent.

Brand Brand image

Brand identity
elements and awareness

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 Branding in Practice: The Evolution of the NGV Brand
NGV Brand Vi
deo

Images: 3 Deep
https://www.3deep.com.au/
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