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Brand ManagementAssignment
This assignment aims at determining the BrandPersonality of few popular brands while looking atthe personality traits as described by JenniferAaker and other characteristics of a brand likethe color, logo, name and typeface.
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BRAND NAME
Brand Name is one of the most essential and important aspects of a brand. Whilechoosing the name of a brand, a lot of things have to be taken into consideration
because of the immense importance attached to the name of the brand. The
importance of the Brand Name can be judged from the fact that it differentiates and
distinguishes the brand in question from its competing brands. For instance, the
name Gold Leaf differentiates the brand from its counterparts like Dunhill etc.
Components of a Brand Name
Some of the things that should be kept in mind while choosing brand names are as
follows:
It should be easy to memorize and pronounce because if this is done, the
recall and recognition (Awareness) can be increased many folds or in other
words simple names are easy to memorize and remember. It should be easy to say and spell because this factor, if present, will add to
the awareness of the brand at a macro level and chances are there that the
placement of the brand in the evoke set would be made easier. It should allude to the product that bears the brand name. The Brand Name
should carry a casual or indirect reference to the product being offered. The name itself should evoke positive mental image and emotional reaction
that eventually will bestow a positive image to the brand itself. It should avoid any negative or offensive references to anything, be it a
name, place etc. and has a negative attached to it.
It is advisable if it provides directly or gives a hint towards the productfunction or benefits.
It should sound appropriate and above all since it provides a distinguishing
point from its competitors, it should be unique. It should provide the ease of translation into other languages. Since today
more and more brands are moving into the global arena, establishing
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presence in multiple nations, translation is a crucial factor, which is required
to localize the brand for the local targets.
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Types of Brand Names
After discussing the key success factors for choosing brand names, another
important consideration is that what are the types of brand names being used bydifferent brands. The types of brand names for a business usually fall into one of
the following categories ( Popular types of Brand Names , 2010):
The owners name or Names: These types of
brands have their owners name serving as the
name of the business, such as H. Karim Buksh,
Tapal etc., which are named after its founder
owner. This type of brand name is especiallysuitable for small businesses and sole
proprietorships and this turns out to be an easy
and an effective approach.
Abbreviation Names: This type of brand name
basically abbreviates the longer business name
into an abbreviation like IBM (International
Business Machine). This type requires investment
of time and money in order to create brand
recognition. If the prerequisites of this type of
name are not met the brand will end up with a string of initials that mean
little to consumers, or the brand will end up with a generic name.
Geographically anchored Names: These are dime-a-dozen names that
work to capitalize on a known local landmark or geographic indicator For
example Lahore Chatkhara, Karachi Barbeque etc. Most names of this kind
blur into a group of like-named entities. Descriptive Names: These are names that describe a businesss offering or
brand promise for example Adidas, Surf Excel etc. These utilize the obvious
and logical to penetrate the market place quickly and establish a position of
leadership and dominance (Identifying Concepts, 2009) .
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Borrowed interest Names: These are names that use existing words that
dont directly reflect the brands offerings or promise but that can be linked
to a brands essence and promise through marketing efforts rather than
through direct translation.
Fabricated-word Names: These are names that combine acronyms, words,
or syllables to form previously unknown words and brand names. Because
theyre newly invented words, fabricated names are usually available
for trademark protection, and the domain names that contain them are likely
to be available, too.
Invented Names: These names contain a distinct brand name that allows it
to stand out amongst the industry and quickly establish a position of
leadership. There are three main ways of inventing brand names (Names
and Brands, 2008). Firstly, by syllable combinations, this involves, randomly
combining syllables of words. Secondly by randomly substituting letters to
produce multiple variations of a word I.e. Pattern based word generation.
Last but not least by Word fusion i.e. combining beginning and end of
existing words to produce new words.
Connotative Names: These names combine the qualities of descriptive and
invented brand names to create a unique brand in the market place.
Bridged Names: These names combine two brand names; generally, as a
result of a merger or acquisition for example the Pakistan operations of ANZ
Grindlays were renamed to Standard Chartered Grindlays after the
acquisition.
These above mentioned are the standalone names of brand name types but
generally the brand name comprises of one or more types of the above mentioned,
for example , Aston Martin , takes its name from the "Aston Hill" races (near AstonClinton) where the company was founded and its founder, Lionel Martin (Wikipedia ,
2010).
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BRAND LOGO
The company logo is the foundation stone of the firm's branding elements. Many
firms regard their logos as a visual depiction of their reasons for existence into the
arena. A great logo would indeed help build the firm; it also plays a vital role in
representing it. On the contrary, a weak or confusing logo can detract from the
value that the firm brings. In short, the brand logo is the visual expression of the
Brand Identity .
Components of an Effective Logo
Ignoring the design aspect of logos, an effective logo should be unique, for instance
it doesnt get into stuff that other counterparts are also doing. Moreover, it should
instantly communicate the nature of the business, product, or service. This can be
interpreted in two ways, literal or abstract. An example of the abstract
interpretation is the well-known Burger King logo, a burger. On the other hand,
Citibanks blinking eye symbol, used prior to Citicorps merger with Travelers
Group (Separate Youre Business from the Competition by Branding and Positioning, 2006) , was more abstract, having nothing directly to do with banking,
but representative of the companys tagline , The City never sleeps.
Moreover, a logo should be appealing to the target audience. The usage of suitable
color scheme is of immense importance. While being into the business selling a
highly sophisticated service or a product, for example a banking service, using
sharp colors might not be a good for example Silk Bank uses hot pink in its logo. It
should be able to withstand the test of time. When considering a logo design, its
not advisable to go for a new logo every two years. Thus, it is never a good idea to
stylize the design to such a point that it will become unusable once the current fad
goes out of fashion. Classic and timeless are the words to keep in mind.
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A good logo is usable in all types of communication mediums. For instance, if a logo
only looks good in color and it is advertised mainly in local newspapers, this will
present a production problem. The symbol will become distorted, if not unreadable.
Moreover, an effective logo supports the USP being offered by the brand for
example, if a brand is trying to communicate low prices then the logo shouldsupport that image. Last but not least a logo should be Legible. This seems pretty
obvious but many brands use typefaces and images that can't be printed or carried
to a large sign. A logo should clearly identify the company and that cant be done if
people don't understand it.
Logo Formats
There is a variety of logo formats being applied in the business world these days.
Some of them include (Identifying Concepts, 2009) :
Word mark : It contains just the brand name without any accompanying
visual symbol because the name itself is distinct and unique enough for
example Microsoft.
Letterform : It generally utilizes the first letter of the brand name to create adistinct letterform that establishes visual ownership of that letter for example
McDonalds has one of the most recognized logos in the world, M.
Emblems: Emblems generally are a visual mark or symbol which
the brand is inextricably connected to. They often look like shields which is
where they originate from.
Pictorial: It generally utilizes a common, yet strong visual pictorial icon or
symbol to establish visual ownership of that image for example Apple.
Character: It is similar to a pictorial style logo, but the visual image is
personified giving it a life of its own that acts as an ambassador for the brand
for example John Players Gold Leaf and its logo bearing a sailors picture.
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Abstract: Abstract Logos normally contain visual symbols that convey a big
idea or brand attributes and often embodies strategic ambiguity. This type
of brand logo is the most difficult to succeed with.
Analyzing Logos
In order to interpret the logos and find the meaning that is embedded in them,
some essential guidelines have to be followed and answers to the following
questions should be looked for:
Is it Simple? Complex logos are difficult to remember and it takes time to
register in the mind and achieving recall is difficult. At the same time, it will
present many issues when that logo is scaled to fit smaller applications.
Analyzing the most successful brands and their logos, this can be observedthat that they are simple shapes or forms for example Apple, Google, etc.
Is it Scalable? A successful logo has to work in a 1 by 1 application or in a
billboard size. This is achieved by simple images and the right typography.
Many companies in their brand guidelines develop different logo applications
with minor modifications to ensure that their logo will work at any size.
Does the typography fit the logo or the imagery? Typography is an essential
element and it should fit the logo or the imagery. The main goal of a logo is
to be recognizable and easily readable.
Are the colors in contrast? The logo should be in contrast with the colors, the
elements and shapes of the design.
Are the colors appropriate? Color is one of the most important aspects of a
logo. Different colors have different meanings and they tend to monitor the
interaction of people towards the brand.
Meanings of different Shapes and Symbols
Shape is one of the basic elements of design. Alone or in combination with other
shapes or lines they can convey universal meanings as well as guide the eye or
organize information. The three basic types of shapes are geometric, natural, and
abstract. (Shapes, 2010)
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Geometric shapes are structured, often symmetrical shapes. These include
squares, circles, and triangles but also octagons, hexagons, and cones. In
addition to the basic square, circle, other geometric shapes have specific
meanings. An octagon, especially a red one, usually means stop. A starburst
is commonly used to grab attention and identify something that is new,
improved, or 'on sale.'
Natural shapes are found in nature or they can be manmade shapes. Leaves
are an example of a natural shape. An ink blob is a natural shape. Natural
shapes are often irregular and fluid. These can add interest and reinforce a
theme. Rather than a plain box, frame text with a coiling rope or a spray of
leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling
of spontaneity.
Abstract shapes are stylized or simplified versions of natural shapes. Some
examples of abstract shapes are alphabetical glyphs, icons and symbols.
Psychology of Shapes and Symbols (The Meaning of Shapes - Developing
Visual Grammar, 2006)
Shape/Symbo
l
Meaning
Circle
Represents the eternal whole.
Circles are graceful and their curves are seen as
feminine.
Warm, comforting and give a sense of sensuality and
love.
They protect, they endure, they restrict.
Suggest community, integrity, and perfection.
Completeness suggests the infinite, unity, and harmony.
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Square/Rectan
gle
They are stable shapes. Familiar and trusted shapes and suggest honesty.
They have right angles and represent order, mathematics,
rationality, and formality. Stability, equality, solidity, security, rationality and honesty.
Triangle Can be stable when sitting on their base or unstable whennot.
They are balanced and can be a symbol for law, science, and
religion.
The strength of triangles suggests masculinity.
Convey progression, direction, and purpose.
Spiral
Are expressions of creativity
Convey ideas of fertility, birth, death, expansion, and
transformation.
Represent trust during change, the release of energy and
maintaining flexibility through transformation.
Clockwise spiral Projects expression of an expression.
Counter Clockwise Spiral Fulfillment of an interaction.
Balance, progress, direction, initiation, development.
Pentagon
Places attention on something to be experienced Attracts people who are striving to focus on their goals
Hexagon
Contains a spiritual or metaphysical trigger Communication, interfacing, balance, union
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BRAND COLORS
Different colors have different meaning to different people in general. The meaning
of colors varies depending on one's culture, race, gender, and even age. Selection
of a particular color to target a market is of immense importance. Moreover,different colors have different connotations in different cultures across the world for
instance; white is often associated with weddings in North America and evokes the
feeling of innocence. In Eastern cultures, white signifies death. Its imperative for a
dress designer to choose the color for wedding dresses when making and selling
stuff in china.
Importance of Colors in Branding
The importance of visual elements cannot be ignored when studying the purchase
behavior of different products/services. According to a research conducted by the
secretariat of the Seoul International Color Expo 2004, 92.6 percent said that they
put most importance on visual factors when purchasing products. Only 5.6 percent
said that the physical feel via the sense of touch was most important. Hearing and
smell each drew 0.9 percent.
According to another research people make a subconscious judgment about a
person, environment, or product within 90 seconds of initial viewing and that
between 62% and 90% of that assessment is based on color alone (CCICOLOR
Institute of Color Research)
Colors and Health
The relation between health and colors has been there for centuries as evident from
the Egyptian culture where doctors used to bathe patients in colors of light to heal
diseases. In modern time the healing capabilities of colors are still utilized todiagnose different ailments.
Red energizes the liver, scarlet increases blood pressure, purple lowers blood
pressure, orange strengthens lungs and increases calcium metabolism, green
activates sympathetic nervous system, and, yellow energizes the alimentary tract.
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Blue stimulated the sympathetic nervous system the most and the red and green
the least. This system is responsible for heartbeat, blood pressure and perspiration.
(Color Meaning, 2002)
Colors and EmotionsColors affect different people in different ways. Testing the association between
colors and emotions, it was found that yellow, orange, and blue are happy colors,
and red, black and brown as sad colors. These emotions (happy vs. sad) were
similar across age groups and had the same types of instilled emotions about
specific colors.
Kotler (1973) indicated that atmospherics such as noises, sizes, shapes, scents and
colors could help create attention, convey messages, and create feelings that might
increase purchase probability. Although, color is related to feelings about retail
environment, it also affects distraction and influences anxiety. (Singh, 2006)
Colors and Gender
There are differences in the perception of colors between genders. From this it can
be deduced that men are more tolerant of gray, white or black than women and
that women react to the combinations of red and blue more frequently, and get
confused and distracted more than men.
Similarly as the science of colors illustrates that different color are combined to
make new colors. Some color combinations are of preference for adults for example
combination of red and blue is preferred by adults. These results suggest that there
are gender differences in the perception of color.
Transformation of Color Meanings into Emotions
Different colors have different meanings and connotations attached to them for
example purple is the color for royalty and white is the color of purity. When colorsare used in designing the visual identity of a brand, the meanings of these colors
translate in a way to the meaning of the brand itself, for example usually milk
brands utilize white color to design their visual identities. The reasons for doing so
may be firstly the nature of the product I.e. milk is white in color so white in the
visual identity aids that and secondly the literal meaning of the color i.e. purity and
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cleanliness. This meaning translates into an advantage and benefit for the brand
because milk is meant to be pure and clean.
Usually zodiac signs are used in conjoint with the planets of the solar system. The
reason for this is that each sign of the Zodiac has its planetary ruler and uniquecharacteristics emanating from that planet. Each sign radiates its own hues and
color. The spectrum of colors with each of the signs of the Zodiac signifies
psychological, spiritual, and physical energies special to that sign. Below is a
detailed explanation of some colors and their meanings:
Color Description Celestial Zodiac Healing Mantra
Red
Think fire and blood - Red
rushes to us with messages
of passion, primal urges,
action, pleasure, vibrancy,
radiance, and love.
Mars Aries
Boosts energy,
protection,
enhances libido
I am ignited
Orange
A nice subdued blend
between the aggressive red
and the high-pitch of yellow -
Orange is about harmony,
aspiration, sociability,
contentment, and
intelligence
Mercury Gemini
Aids decision
making,
enhances cheer
, confidence
and assurance
I am satisfied
Yellow
Worshipped in the form of
the sun - Yellow is all about
radiating creativity,protection, intellect,
positivity and clarity.
Sun Leo
Helps vision,
enhances
confidence and
communication
I am centered
Green
The fresh start of spring
brings waves of Green and
with it comes attributes of
youth, sentimentality,
nature, adventure, growth
and health.
Venus and
Earth
Libra and
Taurus
Promotes
compassion and
overall physical
health
I am accepted
Blue
Look to the sky for the
meanings of Blue - open
spaces, freedom,
imagination, expansiveness,
inspiration, and sensitivity.
Jupiter Sagittarius
Heals the sense
organs, aids in
balance andself-expression
I am expansive
Indigo
Similar to the attributes of
blue, but Indigo's energy
runs very deep - consider
the unknown depths of the
sea along with emotion,
strength, fluidity,
Saturn and
Neptune
Capricorn
and Pisces
Provides clarity
of purpose, aids
spiritual healing
I am deep
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persuasiveness,
expressiveness, and
pervasiveness.
Violet
The hue of fragile flowers
and sleepy sunsets, Violet
reminds us of spirituality,
communion, grandeur, high-
ideals, devotion, and peace
Uranus and
Moon
Aquarius
and Cancer
Enhances
nurturing,
balancessensitivity
I am revolutionary
Black
Black is required for all other
colors to have depth and
variation of hue - it 's a
forceful feature and
represents formality, dignity,
force, convention, stability,
and zero-tolerance.
Saturn and
Pluto
Capricorn
and Scorpio
Promotes
stability and
protection,
heals
misunderstandi
ng
I am endless
White
Contemplate the brilliance of
a new white snow and how it
pulls a blanket of peace overeverything it touches - White
stands for peace, cleansing,
illumination, purity,
innocence and the highest
kind of understanding.
Mercury and
MoonVirgo
Promotescleansing, order
and establishes
clarity
I am illumined
Color Usage Significance
Color is an important consideration in a brand identity system. They have asignificant impact on peoples emotional state. In certain instances they tend to
impact peoples ability to concentrate and learn. They have a wide variety of
specific mental associations. In fact, the effects are physiological, psychological,
and sociological. (Daye, 2006)
Colors also have a functional impact on readability, eye-strain, ability to attract
attention, ability to be seen at night, etc. For instance Yellow is regarded as the
most visible color amongst all.
It is advisable for a particular brand to own some colors more commonly known as
the corporate colors. Such colors provide an additional recognition cue.
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BRAND TYPEFACES
Typeface is one another important factor of a brand corporate identity. While
choosing a typeface there are some fundamental
decisions to be made, is it to be serif, sans serif,
script, condensed, bold, light, extended, italic,
capitals, lower case etc ( For more information refer
to Typography Glossary) . Thousands of combinations
of the above exist from which the brand may have to
choose and this thing should be kept in mind that
these choices say a lot about the brand itself.
Type can indicate the brands nationality,
cultural roots and historical period. Often
type is used by consumer brands to
reinforce origin either perceived or
real. Type tells a lot to the consumer and
helps to position the brand in the sector. A
typeface can be used to align a brand to
a sector or stand out from the crowd for
example Virgins use of the scripted V ,
visually reinforces the brands
differentiation from the traditional corporation. Similarly a typeface can be
adopted to signify belonging. In this case being different is not an advantage.
These choices are part of developing your brand strategy and quickly connect
you with the values of your customers.
Typeface Classifications
In order to create a typographic layout the first and the foremost thing that should
be considered is that when to use a style type and when not use it. In order to do so
it is imperative to study the different classification of typefaces. Typefaces are
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classified by appearance and most fit into one or more categories. In general,
different type styles ( bold , italic , bold italic ) may be used with each type of
classification. Though there are hundreds of classifications, but some of the most
important ones are as follows: (Adobe Print Publishing Technical Guides, 2009) .
Black letter: The blackletter classification may also be referred to as the Old
English, Text or Gothic. This form gains its popularity due to its use
throughout the era of scribes Christendom until the end of World War
II. Now they are primarily used as display types.
These type faces are very complex and ornate and may be difficult to read. Due to
this reason they are used for very special reasons such as advertisements,invitations, diplomas, certificates or initial caps at the beginning of chapters or
paragraphs.
Decorative and Display: They are sometimes referred to as the novelty or
occasional. This classification includes typefaces of unusual or unique
designs that do not fit into any other classification.
These types are most effective when used in larger sizes such as for
headlines, titles and display purposes (e.g., advertisements).
Sans Serif: Typefaces in this category are without serifs. These types have a very
clean design and are very legible for display, special emphasis and text. However,
they should not be used for large bodies of texts because large
amount of text in sans serif can cause eye stress.
These are highly legible for display and text use, sans serifs generally
fall into one of four categories: Grotesque, Neo-Grotesque, Geometric and
Humanist.
Script : Typefaces falling in this classification generally resemble handwriting, with
styles ranging from formal to whimsical. Some of the typefaces in the
genre contain characters than are connected.
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These should never be used in all capital letters and as far as their uses are
concerned, they are used for greetings, announcements, invitations and
advertisements.
Slab Serif : These are also known as the Square serif or Egyptian. One of the maindifferentiating factors that differentiate slab serif is that they are not that legible as
serif or sans serif.
Their strong, square finishing strokes are extremely useful for
commanding readers attention and this is the main reason why they
should be used for headings, advertisements, captions and initial caps.
Transitional: These typefaces have evolved from the ones used in the 16 th and the
17 th century. These typefaces are beautifully suited for text due to their
precision and regularity.
The axis of the round characters is vertical or barely inclined, the
contrast between hairlines and main strokes is slightly pronounced, and serifs are
thin, flat and bracketed.
Monospaced : All of the characters in a Monospaced typeface have the same
width. Most typefaces have proportionally-spaced characters, but
Monospaced characters are often required when setting text on forms,
financial statements and other documents where exact spacing is
required.
Optical: Optical fonts include versions whose design has been optimized to appearbest when printed at Display, Subhead and Caption point sizes as well
as when used at smaller text sizes. The subtle difference adds a
professional polish to any fine print piece.
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Elements of a Brand Typeface Analysis
When analyzing a typeface for a brand, following are to be analyzed:
Serif: In typography, serifs are semi-structural details on the ends of some of
the strokes that make up letters and symbols. A typeface that has serifs is
called a serif typeface (Wikipedia - The free encyclopedia, 2010) . A typeface
without serifs is called sans-serif. The first thing that is to be analyzed is that
does a type face have any serifs. If yes, what type of serif does it have? Serif
fonts can be broadly classified into four subgroups: old
style, transitional, modern and slab serif.
X-heights : The x-height or corpus size refers to the distance betweenthe baseline and the mean line in a typeface. Typically, this is the height of the letter x in the font, as well as the u , v , w , and z . However, in moderntypography, the x-height is simply a design characteristic of the font.
Lowercase letters whose height is greater than the x-height eitherhave descenders which extend below the baseline, such as y , g , q , and p , orhave ascenders which extend abovethe x-height, such as l, k , b , and d .
The ratio of the x-height to the bodyheight is one of the majorcharacteristics that define the appearance of a typeface. The height of thecapital letters is referred to as Cap height (Wikipedia - The free encyclopedia,2010) .
Width : A characteristic of a typeface determined by the width of its
characters in proportion to their height. Typeface width is generally
categorized as condensed , normal , and expanded , with varying levels of condensation and expansion. The terms that denote width are not
standardized and there is no precise formula for determining the width
classification of a typeface. Classifications include:
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Condensed/Compressed
Expanded/Extended
Compact Wilde
Semi Condensed Semi Expanded
Condensed Expanded
Extra Condensed Extra Expanded
Ultra Condensed Ultra Expanded
Structure: It is defined as the fundamental skeletal form of a character,excluding details such as serifs, curve stress, and line weight. In some
scenarios the term structure is applied to different classifications of type
styles, such as black letter, sans serif, and others.
Good contrast and Conflicting Typefaces: It is essential in choosing a
typeface that it matches the overall appeal of the logo or the visual identity.
In short every aspect should match the other one so that a synergy is
created and a uniform image is displayed. Mismatching typefaces should be
avoided as they portray a confused and conflicting image with the overall
theme.
Weight: A characteristic of a typeface determined by the thickness of the
strokes that make up its characters. The terms that denote weight are notstandardized and there is no precise formula to determine the weight
classification of a typeface. Individual type designers and manufacturers
generally determine the weight designation for each typeface. Weight
classifications include:
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BRAND Ariel
Brand Name Analysis The brand name, Ariel , gets its name from Hebrewlanguage and means, the Lion of God.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Can be referred with
respect to powerEvokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes fromcompetitors
Yes
Fairly Yes
No
Translation into other
Languages
Same name globally
Brand Logo AnalysisCharacteristic Result
Uniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
ColorsUsed Trait/Emotions
Red Energy, strength, power,
determination and protection.
Blue Trust, loyalty, confidence and
precision.
Green Youth, sentimentality, nature,
emotional correspondence with
safety and health.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/FindingTypefaceClassification
Sans Serif
Type Style Bold Italic
X-Height/ CapHeight
Normal
Width Semi CondensedWeight Semi Bold, HeavyContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Compatible
Brand Personality Statement Aakers Personality Traits
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BRAND Capstan
Brand Name Analysis
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
No reference to
productEvokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readableTypographic Fit Typographically unfit
Brand Color Analysis
ColorsUsed
Trait/Emotions
CrimsonFiery, Fierce, Competitive,
Power.
WhiteIllumination and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Optical
Type Style Bold
X-Height/ CapHeight
Normal
Width NormalWeight Semi Bold, HeavyContrast Low contrastSerif/Sans Serif Sans Serif
AudienceCompatibility
Moderately Compatible
Brand Personality Statement
Capstan is a 25 year old, reliable and ahardworking man. He is a technically orientedperson who believes in leading so that othercan rely on it. Confidence is one another traitthat makes him a winner.He is a ambitious, courageous, dominant,strong willed, positive, independent male.Dominance of his personality can be judgedby his commanding nature, bearing loyaltyfrom his subordinates. He knows the tricks of
the trade and knows how to get things doneusing all his energy, creativeness andresolution to get it.
Aakers Personality Traits
CoreDimension
Facets Traits
Excitement Daring Daring
Spirited SpiritedImaginative Unique
CompetenceReliable Hard
WorkingIntelligent TechnicalSuccessful Leader
Ruggedness Outdoorsy Masculine Tough Rugged
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BRAND ColgateBrand Name Analysis
The brand name, Ariel , gets its name from its founderWilliam Colgate.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Indirect Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
Red Energy, strength, power,
determination, passion, action,and love.
WhiteCleansing, illumination, purity,
innocence, and perfection.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold Italic
X-Height/ CapHeight
Very High
Width Semi ExpandedWeight Extra Bold, HeavyContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement Aakers Personality Traits
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BRAND GilletteBrand Name Analysis
The brand name, Gillette, gets its name from itsowner King Camp Gillette.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
BlueAids in balance and self
expression, trust, confidence,truth, calm and sincere,precision, expertise and
stability
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold Italic
X-Height/ CapHeight
Normal
Width NormalWeight Extra Bold, HeavyContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement Aakers Personality Traits
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BRAND John Players Gold Leaf Brand Name Analysis
The brand name, JPGL, gets its name from its founder John Player.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Indirect Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
Red Energy, strength, power,
determination, passion, action,and adventure.
BlueKnowledge, power, integrity,and seriousness, open space,
freedom, inspiration.
WhitePerfection, safety, successful
beginning, simplicity.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold
X-Height/ CapHeight
High
Width Extra ExpandedWeight Extra Bold, HeavyContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement JPGL is a 35 year old male who believes life is there to beexperienced; his pioneering spirit means that he will
always be looking to stretch himself and his horizons.
JPGL believes that its not about being strong; it is how
you choose to use that strength. He believes that good
things in life belong to everyone who is willing to make
an effort. You can achieve great things, especially if you
all pull together. JPGL handles change capably and
appreciates it for offering opportunities for new
experiences and learnings that enriches him as a person.
He values his 130 years of learning. Ultimately he
believes that you are the sum of your experiences. JPGLcan adapt to most places. He appreciates their
Aakers Personality Traits
CoreDimension
Facets Traits
Excitement Daring Exciting
Spirited SpiritedUp-to-date Independent
Imaginative Unique
CompetenceReliable Hardworking
Intelligent IntelligentSuccessful Leader,
ConfidentSincerity Honest Sincere, Real
RuggednessOutdoorsy Masculine
Tough Rugged
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BRAND LiptonBrand Name Analysis
The brand name, Lipton , gets its name from itsfounder owner Sir Thomas Lipton.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Indirect Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
Red Energy, strength, power,
determination, passion, action,and adventure.
YellowProtection, intellect, positivity
and clarity, joy, happiness,energy, fresh.
WhitePerfection, safety, successfulbeginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Transitional
Type Style Bold
X-Height/ CapHeight
Moderate
Width ExpandedWeight Light BoldContrast Good contrast with
overall logoSerif/Sans Serif Thin, flat, bracketed
Serifs AudienceCompatibility
Highly Compatible
Brand Personality Statement Aakers Personality Traits
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BRAND Lux Brand Name Analysis
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Type of Brand Name Invented Name
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
Black Formality, dignity, force,convention, stability,
protection, elegance andprestige.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Optical
Type Style Bold
X-Height/ CapHeight
Moderate
Width Ultra ExpandedWeight Light BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement Aakers Personality Traits
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BRAND Mobilink Brand Name Analysis
The brand name, Mobilink, gets its name from whichis a combination of two words Mobi (Mobile) and link(linking people. It signifies the need of connectingpeople.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
Black Formality, dignity, force,convention, stability,
protection, elegance andprestige.
PurpleRoyalty, wisdom, creativity,
wealth, royalty, enlightenment,arrogance, flamboyance,
gaudiness, pride.
Grey/Silv er
Elegance, humility, respect, reverence,stability, subtlety, wisdom, urban,strong emotions, balance, formality
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold Italic
X-Height/ CapHeight
High
Width Extra ExpandedWeight Ultra BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement
He is stylish and sophisticated and reflects aunique classy look. Hes chic yet reliable.Hes a responsible individual and a loyalfriend. Hes unique and original andcompletely understands your needs. Hesintellectual and has an objective approachtowards everything. He lets his mind rule,rather than letting the heart take over.Hes rational and inspirational. Hesinnovative and confident. He has a unique
style of doing everything that marches to thebeat of his own drum. He loves to be therefor people who really need him.
Aakers Personality Traits
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BRAND Nestle Fruit JuicesBrand Name Analysis
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Type of Brand Name Owners Name
( Henri Nestl )
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
BlueAids in balance and self
expression, trust, confidence,truth, calm and sincere,precision, expertise and
stability.
WhitePerfection, safety, successfulbeginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold
X-Height/ CapHeight
Moderately High
Width NormalWeight Extra BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement
Determination and will power are the defining
characteristics of Nestle Fruit Juices. A young,
vibrant, hardworking male, ages almost 23
years. He bears a social personality and likes
interacting. Working out everyday enables his
fitness. He enjoys life to the fullest and
believes being fit is being right. He has a very
deep insight into life and likes experiencinglife in all of its flavors and to the fullest.
Aakers Personality Traits
CoreDimension
Facets Traits
Sincerity Wholesome OriginalCheerful Friendly
Excitement Spirited Cool, YoungUp-to-date Contemporar
yCompetence Intelligent Intelligent
Successful ConfidentRuggedness Outdoorsy Masculine
Tough Rugged
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BRAND Nestle Pure LifeBrand Name Analysis
The brand name, Nestle Pure Life, gets the first part of its name from the owner and the second partdescribing a benefit, Pure Life.
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors Ye
sFairly Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
Colors
Used
Trait/Emotions
BlueAids in balance and self
expression, trust, confidence,truth, calm and sincere,precision, expertise and
stability.
White Perfection, safety, successfulbeginning, simplicity, purity.
Pink Romance, love, and friendship. It
denotes feminine qualities.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold
X-Height/ CapHeight
Moderately High
Width NormalWeight Extra BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality StatementPure Life is a married female with 2 kids. She
is a very responsible mother who makes
every effort to take the best care possible of
her kids and family. Culture is deeply
embedded in her and she sticks to her family
traditions. Healthy living is one of the most
valued things by her and she makes all
possible efforts for the betterment of the
society as a whole. To an extent she is an
authoritarian and bears a commandin
Aakers Personality TraitsCore
DimensionFacets Traits
Sincerity Down-to-
earthFamily
OrientedHonest Sincere
Cheerful Original
Excitement Spirited Young
Imaginative UniqueUp-to-date Contemporar
y
Sophistication
Upper Class Good lookingCharming Feminine
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BRAND Surf ExcelBrand Name Analysis
The brand name, Surf Excel , gets its name from twowords Surf (generic name for detergent powder) andExcel (to be the best).
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors Ye
sFairly Yes
No
Translation into other
Languages
Same name globally
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
ColorsUsed
Trait/Emotions
BlueAids in balance and self
expression, trust, confidence,truth, calm and sincere,precision, expertise and
stability.
Orange Joy, enthusiasm, fascination,happiness, creativity,
determination, attraction,success, strength, endurance,
encouragement, andstimulation.
Pink Romance, love, and friendship. It
denotes feminine qualities.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Sans Serif
Type Style Bold
X-Height/ CapHeight
Moderate
Width NormalWeight Extra BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement
Surf Excel is a 30 year old working motherwith two children. She is fully aware of herpriorities. She strives to get the best for herkids and family and this portrays thenurturing aspect of her personality. She is ahard worker and knows how to strike the worklife and personal life balance. She ispersistent and determined to succeed inwhichever endeavors she pursues. She is verycaring and wants to get the best out of everything for her children.
Aakers Personality Traits
CoreDimension
Facets Traits
Sincerity Down-to-
earthFamily
OrientedHonest Sincere
Wholesome Friendly
Excitement Spirited Young
Imaginative UniqueUp-to-date Contemporar
y
CompetenceReliable Hard
WorkingIntelligent Intelligent
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BRAND TapalBrand Name Analysis
Characteristic ResultEase of memorizing Eas
y
Medium Har
dSpelling & Pronunciation Eas
y
Medium Har
dReference of name to
product
Direct Reference
Evokes positive mental
image
Ye
s
Fairly
Yes
No
Distinguishes from
competitors
Ye
s
Fairly
Yes
No
Translation into other
Languages
Same name globally
Type of Brand Name Owners Name
Brand Logo Analysis
Characteristic ResultUniqueness Yes Fairly
Yes
No
Communicates nature of product
Yes Fairly
Yes
No
Appeals the target audience
Yes Fairly
Yes
No
Suitable color scheme Yes Fairly
Yes
No
Consistency of logo Yes Fairly
Yes
No
Usage in all mediums Yes Fairly
Yes
No
Supports USP Yes Fairly
Yes
No
Legibility of Logo Highly readable
Brand Color Analysis
ColorsUsed
Trait/Emotions
Red
Energy, strength, power,determination, passion, action,
and adventure.
White Perfection, safety, successfulbeginning, simplicity, purity.
Brand Typeface Analysis
Characteristic Result/Finding
TypefaceClassification
Optical
Type Style Bold
X-Height/ CapHeight
Moderate
Width NormalWeight Ultra BoldContrast Good contrast with
overall logoSerif/Sans Serif Sans Serif
AudienceCompatibility
Highly Compatible
Brand Personality Statement Aakers Personality Traits
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