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 .
Criteria for Choosing Brand Elements
Types of Brand Elements
Logos and
Brand Names URLs
Symbols
Characters Slogans Jingles
Packaging
Brand Names
Captures the central theme or key associations of a product in
a very compact and economical fashion.
Most difficult element for marketers to change:
• Closely tied to the product in the minds of consumers
• Naming guidelines
• Naming procedures
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
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.
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
Slogans
• Short phrases that communicate descriptive or
persuasive information about the brand.
• Function as useful “hooks” or “handles” to help
consumers grasp the meaning of a brand.
• Indispensable means of summarizing and translating the
intent of a marketing program
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.
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.
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.
Critique of Brand Element Options
Thank you.