Brand Elements

Brand Elements

• The trademarkable devices that serve to identify and differentiate the brand.

• Brand Elements: – Brand Name – URLs– Logos– Slogans & jingles– Spokesperson– Character & symbols

Functions of Brand Elements

According to Keller Brand elements contributes :

• To improve brand awareness• To form strong & unique brand association• To elicit positive brand feelings

How marketer choose brand elements..?

• Keller's suggested six criteria for brand elements:

– Memorability– Meaningfulness– Likability– Transferability– Adaptability– Protectability

Keller's view on criteria for brand elements..?

Criteria & their strategic contribution 

– MemorabilityMemorability– MeaningfulnessMeaningfulness– LikabilityLikability

– TransferabilityTransferability– AdaptabilityAdaptability– ProtectabilityProtectability

Part of Offensive Part of Offensive StrategyStrategy

Part of Defensive Part of Defensive StrategyStrategy

Criteria & their strategic contribution

• Brand Element should be

– Easily recognized – Easily recalled

• Helps in promoting brand in consumption settings

– MemorabilityMemorability– MeaningfulnessMeaningfulness– LikabilityLikability

Criteria & their strategic contribution

• Brand Element should be– Descriptive – Persuasive

• Descriptive– A linkage between brand 

& its product category– Helps in awareness 

• Persuasive– Key attributes of brand– Helps in positioning

– MemorabilityMemorability– MeaningfulnessMeaningfulness– LikabilityLikability

Criteria & their strategic contribution

• Brand Element should be– Fun generating & 

interesting– Rich in Visual & verbal 

imagery

– MemorabilityMemorability– MeaningfulnessMeaningfulness– LikabilityLikability

Criteria & their strategic contribution

• Brand Element should be– Useful for extentions– Cultural & linguistic 

quality

– TransferabilityTransferability– AdaptabilityAdaptability– ProtectabilityProtectability

Criteria & their strategic contribution

• Brand Element should be– Need specific rather 

specification oriented– TransferabilityTransferability– AdaptabilityAdaptability– ProtectabilityProtectability

Criteria & their strategic contribution

• Brand Element should be– Legally protectable– Competitively protectable

– TransferabilityTransferability– AdaptabilityAdaptability– ProtectabilityProtectability

ExerciseCriterion Brand Elements

Brand Name or URL

Logo or Symbol

Character or spokesperso

n

Slogan or jingles

Memorable

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Thanks…!