choosing brand elements to build brand...
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Criteria
1. Memorabiltiy
2. Meaningfulness
3. Likability
4. Transferability
5. Adaptability
6. Protectability
Brand Linguistics
Phonics
alliteration (Coca-Cola)
Orthographic
spelling (Kool); abbreviation (7 Up, IBM)
Morphologic
compound (Janitor-in-a-drum)
Semantic
Metaphor (Arrid)
Brand Names & URLsUseful for Brand Awareness & Brand Associations –
Compaq, Yahoo, Tide, Dove
Descriptive – Singapore Airlines, Hit, Gati, Ivory
Suggestive – suggests a benefit or function –Colorstay lipsticks, Head & Shoulders, Mop & Glo, Aquaguard, Eveready, Sugar Free, Low Cal
Classical – based on Greek, Latin or Sanskrit words
Arbitrary – no relationship with the company/Product – Apple Computers, Camel
Brand Names
Compound
RedHat
PriceWaterhouse
Coopers
Classical
Vedanta
Balaji Telefilms
Fanciful (imaginative words)
Vodafone
Wochardt
Arbitary (real words
without direct connection)
Apple
Orange
Mango
URLs
Keep it as simple as possible
Avoid Clichés
Avoid the .com
Brand v/s description – helps only short term
Unique personality
Unexpected combination (motley fool)
Reinvent a real word
Make new words
Logos & Symbols
1. Corporate names & Trademarks – Coca-Cola,
Nestle, Tata, Maruti, Johnson & Johnson
2. Abstract or non-word mark logos are also known as
symbols- Mercedes star, Rolex crown, Nike
swoosh, Olympic rings
3. Many logos fall between these 2 extremes – Ralph
Lauren’s polo player, Playboy’s Bunny,
McDonald’s Golden Arch, Apple Logo
Benefits
Visual nature of logos & symbols – easy
recognition & recall
Versatile- can be updated transferred across
cultures
Can be appropriate for a range of product
categories-Surf, Dettol, Lux
Characters
A symbol that takes on human or real life characteristics
McDonald’s Ronald
Disney Characters –
Asian Paints – Gattu
Pillsbury Doughboy
Kellogg's Bear
Frosted Flakes -Tony the Tiger
Duracell Bunnies
Hush Puppies
Benefits
Enhance brand personality & build
relationship with customers – Disney for kids
Valuable Licensing properties – Barbie dolls,
Spiderman, Superman etc., All Disney
Characters
Can be updated to suit the changing times
Slogans Short phrases that contain descriptive or persuasive
information
Adds verbal reinforcement
Design of slogans
TO build awareness and image
Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)
Updation of slogans
Find out contribution of existing slogan
Find out what more you wish to enhance
Retain good qualities of earlier slogan and build up on that
Slogans
Just Do it
When it absolutely positively has to be there
overnite
No more tears
Diamonds are forever
We try harder
On time every time
Benefits
Often rich and colorful – attention getting and
help in creating brand awareness
Help Brands in breaking through the “clutter”
in the market
Communicate a key product benefit –
reliability, speed – Sprint telecom
Jingles
Musical – easy recall - Airtel
Reinforce brand positioning and enhance
POD’s or POP’s
Useful when designing Ad campaigns
“Desert rose” – jaguar
The axe song
Helps in repetitive reminding
Packaging
Identify the brand – strong brand association
with packaging style of company
Convey descriptive & persuasive information
Facilitate product transportation & protection
& storage
Assist at-home storage (bottles and refill)
Packaging
Aid Product consumption (screw-on cap in
soft drink)
“Color vocabulary” (product and category)
Innovations can boost sales – Soft drink cans,
2 litre bottles, chocolates in smaller packs,
shampoos and hair oils in sachets – enhance
product usage & consumption
Packaging
Heineken beer – green bottle
Cadbury- purple
Kit-Kat – red
Kodak films – yellow
Pepsi - blue
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