Chapter 8 Brand Elements
Using Brand Elements to Build Brand Equity
利用品牌元素建立品牌資產
AMA definition of brand
A technical definition by American Marketing
Association (AMA)
• A brand is a name, term, sign, symbol, or
design or a combination of them intended to
identify the goods and services of one seller
or group of sellers and to differentiate them
from those of the competition
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Brand elements
The strategic nature
of brand elements
choice
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Brand elements
• Brand Elements: Trademarkable devices that serve to
identify and differentiate the brand
– Brand names
– Domain names(URLs)
– Logos, symbols and characters
– Slogans
– Jingles
– Package
– other non-traditional elements
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Criteria for Choosing Brand Elements
• Memorable （易記憶） • Notice: No single brand
• Meaningful （有意義） element can
• Likeable （受喜愛） simultaneously satisfy
all these criteria.
• Transferable （可傳遞）
• Adaptable （能適應）
• Protectable （可保護）
Memorability
• Are the brand elements memorable to the
customer at all stages of the product life
cycle?
– Can our customers easily recall and recognize the
brand element prior to purchase?
– Is the brand element memorable at the point of
purchase?
– Is the brand element memorable at the point of
consumption?
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Meaningfulness (Relevance)
• Do the brand elements leave a meaningful impact
on the customer by conveying the brand promise?
– Are the brand elements suggestive of the product
category?
• Mr. Juicy
• Multitech
– Do the brand elements describe product attributes and
benefits well?
• Head and Shoulder
• Liby soap power
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Likability
• Does the customer associate the brand with
positive aspects of his or hers?
– Are the brand elements aesthetically appealing to
the customer? 是否具备美学吸引力？
– Are the brand elements likable visually, verbally or
in other ways ? 是否具备视听等其他方面吸引力
– Do the brand elements evoke a sense of peace,
enjoyment, fun or general happiness? 唤起和平、喜悦、
愉悦感？
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Transferability
• How useful is the brand element for line or
category extension?
– Can marketers use the brand element to introduce
new products in the same or different categories?
– Can the brand element cross geographic, cultural
boundaries or new market segments?
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Adaptability (Flexibility)
• Can marketers easily update elements of the
brand in order to keep the brand current?
Eg: logos and characters can be given a new look or
a new design to make them appear more modern
and relevant.
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Protectability
• The extent to which the brand elements are protectable.
– Can marketers legally protect the brand elements?
• Can the elements be legally protected internationally?
• Formally register them with the appropriate legal bodies.
• Defend trademarks from unauthorized infringement.
– Can marketers easily shield the brand elements from
competition?
• Can the brand elements be easily copied?
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Criteria for Choosing Brand Elements
• Memorable • Transferable
– Easily recognized – Within and across product
– Easily recalled categories
• Meaningful – Across geographic
boundaries and cultures
– Descriptive
– Persuasive • Adaptable
– Flexible
• Likable
– Updatable
– Fun and interesting
– Rich visual and verbal • Protectable
imagery – Legally
– Aesthetically pleasing – Competitively
Options and tactics for brand elements-
Brand naming
Landor Associates brand
name taxonomy
• Descriptive ( 直接描述 )
• Suggestive ( 暗示 )
• Compounds ( 複合詞 )
• Classical ( 經典 )
• Fanciful ( 生造 )
• Arbitrary ( 任意 )
Brand names must be chosen by linking with the six general
criteria.
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Options and tactics for brand elements-
Brand naming
• As regard to brand awareness:
– The simpler & easier to spell/pronounce the better
for recall
– Familiar & meaningful to help tap into existing
knowledge structures for improved recall
– But there are also benefits being distinctive &
unusual for improved recognition
• As regard to brand image (associations)
– relevance reinforces position
– “too descriptive” may jeopardize leverage to other
cultures/ categories
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Options and tactics for brand elements-
Brand naming
• Two routes to name a brand
– Utilitarianism
• Communicate product related attributes and functional
benefits.
– Hedonism
• Communicate imagery attributes and experiential and
symbolic benefits.
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Options and tactics for brand elements-
Brand naming
• Brand Linguistics
– Phonetic devices ( 語音設計 )
– Orthographic devices ( 拼寫設計 )
– Morphologic devices ( 語素設計 )
– Semantic devices ( 語義設計 )
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Options and tactics for brand elements-
Brand naming
• Brand naming process
– Define objectives Multitech
– Generate names
– Screen initial candidates Acer
– Study candidate names
– Research the final names
– Select the final name
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Options and tactics for brand elements-
Brand naming
• From Legend to Lenovo
Lengend
Latin root:
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innovation 18
10 MOST COMMON
NAMING MISTAKES
1. Treating naming as an afterthought
2. Forgetting that naming is as strategic as it is
creative
3. Underestimating the importance of a good
creative brief
4. Confusing the need for information with the
need for differentiation
5. Overlooking complex trademark issues
10 MOST COMMON
NAMING MISTAKES
6. Ignoring global implications
7. Choosing names subjectively
8. Thinking everything needs a name
9. Keeping names that are no longer relevant
10. Ending the verbal identity process at a name
Source: [Link]
Options and tactics for brand elements-
URLs (Domain names)
• Every three-letter combination and nearly all
English words have been registered.
• Register your brand names and all conceivable
variations (even coined words) as your URLs
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Options and tactics for brand elements-
Logos, Symbols, and Characters
• Visual brand elements.
• Logo can be either word marks (logos) and abstract designs
without word mark (symbol) or a combination of them
(sometimes with a slogan and (or) a character, an URL).
• Easily recognized and valuable way to identify products.
• Useful to identify complex products/complicated names.
• Logos can be designed of something as simple as a font
• Trouble: Consumers may recognize certain symbols but be
unable to link them to any specific brand/product.
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Fonts are often used to convey visual
meaning. Typeset becomes the logo
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Word mark (brand name) with symbol
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Brand name with slogan
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Options and tactics for brand elements-
Logos and Symbols, and Characters
•Brand name with character
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Options and tactics for brand elements-
Logos and Symbols, and Characters
Eg: The evolution of Apple logo
Options and tactics for brand elements-
Logos and Symbols, and Characters
• Eg:
Logos are versatile/upgradeable than brand
names.
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Eg:
– Shell
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Eg:
– Xerox
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Eg:
– Starbucks
Options and tactics for brand elements-
Logos and Symbols, and Characters
• Character
– A special type of brand symbol that takes on human or real life
characteristics
– Usually are introduced through advertising, marketing campaigns and
packaging.
– Benefits:
• Attention getting
• Help to communicate key brand association
• Enhance likability and help to create fun and interesting
perceptions
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Characters often must be updated so that
their image and personality remain relevant to
the market segment, culture and the time.
– Michelin Man became slimmer.
– Betty Crocker became fashionable of the current.
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Character
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Options and tactics for brand elements-
Logos and Symbols, and Characters
• Eg:
– Betty Crocker
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Options and tactics for brand elements-
Slogans
• Help to build brand awareness
• Help to build links between brand and product
category
• Help to reinforce the brand positioning and
point of difference
• Serve as tag lines to summarize the descriptive
and persuasive information conveyed in the
ads( 鑽石恆久遠，一顆永流傳；夏天好熱，愛要趁熱 )
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[Link] Out and Touch Someone A. Federal Express
[Link] It Your Way B. Club Med 地中海度假
[Link] Do It C. United Airlines
[Link] it Absolutely, Positively Has to Be There D. Microsoft
Overnight E. Bell Telephone
[Link] Wanted
F. Chevrolet 雪佛兰
[Link]’t Leave Home Without It
G. Hallmark 賀卡
[Link] a Rock
[Link] I’m Worth It H. Bayer aspirin
[Link] Ultimate Driving Machine I. Yellow Pages
[Link] You Care Enough to Send the Very Best J. Johnson’s Baby Shampoo
[Link] Tool K. Avis
[Link] Wonder Drug That Works Wonders L. M&M’s
[Link] More Tears M. Forbes Magazine
[Link] in Your Mouth, Not in Your Hands N. Burger King
[Link] Try Harder O. Volkswagen
[Link] Antidote for Civilization
P. Nike
[Link] Do You Want to Go Today?
Q. BMW
[Link] Your Fingers Do the Walking
[Link] of Champions R. Wheaties 麦片
[Link] the Friendly Skies S. L’Oreal
Options and tactics for brand elements-
Packaging
• Identify the brand
• Convey descriptive and persuasive information
• Facilitate transportation and protection
• Facilitate at-home storage
• Help consumption
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The iPhone’s box certainly is elegant. Pull off the top, and the
iPhone is presented to its new owner sitting on a slab of
glossy plastic, like an expensive watch. Hidden underneath
are its accessories and instructions.
Jobs has always been fascinated by packaging, believing the
unboxing routine to be a crucial part of the customer
experience. All of Jobs’s products have been carefully
packaged going back to the original Mac in 1984. Jobs
believes unpacking a product is a great way to introduce
unfamiliar technology to the consumer — they explore the
components as they unbox them.
Options and tactics for brand elements-
Packaging
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Options and tactics for brand elements-
Packaging
Options and tactics for brand elements-
Packaging
[Link]
TY2NA==.html
Options and tactics for brand elements-
Packaging
Options and tactics for brand elements-
Jingle
• Jingles are musical messages written around the brand.
Typically composed by professional songwriters, they
often have enough catchy hooks and choruses to
become almost permanently registered in the minds of
listeners—sometimes whether they want them or not!
• Jingles are perhaps most valuable in enhancing brand
awareness.
Eg: we will rock you
rhythm of the rain
I believe I can fly
Putting them all together
• Brand elements are important tools to build
brand equity, and a important part of brand
identity.
– be consistent to the brand positioning
– consistent to each other
– complementary to each other
– mutually reinforcing.