Brand Management

Presented to:

Maam Saleeha

Presented by:

Iqra Ghulam Rasool

Samina Ashiqe
Mubeen Sabir
Ali Nasir
Rana Waqas

Chapter 4

Brand Elements, sometimes called brand

identities are those trademark devices
that serve to identify and differentiate the
brand. Their main function is to
inherently enhance brand awareness or
facilitate the formation of strong,
favorable, and unique brand associations
or elicit positive brand judgment or
feelings.
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Brand Elements
The test of the brand- building ability of

brand elements is what consumers would

think or feel about the product IF they only
knew about its brand element.
Name
URLs
Logo
Symbols
characters
Slogans
jingles

Memorability
Meaningfulness

Easily Recognized
Easily Recalled

Likability
Transferability
Adaptability
Protectability

Meaningful
Memorability
Meaningfulness

Descriptive
Specific

Likeability
Transferability
Adaptability
Protectability

Likeability
Memorability

Fun and Interesting

Meaningfulness

Rich Visual and Verbal imagery

Likeability

Aesthetically pleasing

Transferability
Adaptability
Protectability

Transferability

Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability

Within and across product

categories
Across geographical Boundaries
and cultures

Adaptability

Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability

Flexible
Updateable

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Protecatability
Memorability
Meaningfulness

Legally
Competitively

Likeability
Transferability
Adaptability
Protectability

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Brand Names
Brand awareness are improved the extent
brand names are chosen that areSimple and easy to pronounce or spell
Familiar and meaningful
Different, distinctive, and unusual

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Naming the Brand

Descriptive

Suggestive

Function described

Suggestive of a benefit
Head and Shoulders
Shampoo
Close-up toothpaste
HMV

literally in the brand

name
Singapore Airlines
Overnite Express
Amul dairy whitener
Sugar free

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Naming the Brand

Compound
GrameenPhone
PriceWaterhouseCooper

Classical
Jatra
Balaji Telefilms

Arbitrary

(real
words without direct
connection)
Apple
Orange
Mango

Fanciful
Pepsi
Cefiro

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Naming
A name like Goldfish for

a financial services
product is a brave
choice

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Naming Procedures
1. Define the branding objectives in terms

of the six general criteria

2. Generate as many names and concepts

as possible
3. Screen the names on the basis of
branding objectives. Eliminate names-that have unintentional double meaning
-are unpronounceable, already in uses,
or too close to an existing name etc
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4.Collect

extensive information on each of

the final 5 to 10 names
5. Consumer research is conducted to
test the memorability and
meaningfulness of the name
6. Choose a name and the register it.
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Brand Names
Brand Awareness
Short name facilitates recall (MUM, Rucchi)
Long names can be shortened to ease

recallability (Chevrolet -Chevy, Standard

Chartered- Stanchart, Coca Cola -Coke)

When a name is difficult to pronounce, initial

marketing effort should be devoted to

educate customers to the proper way to
pronounce the name.(Whirlpool, Hyundai)

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URLs

Keep it as simple as possible

Avoid Clichs
Reinvent a real word
Make new words

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Logos and symbols

Types of logosCorporate names or trademarks written in a
distinctive form, e.g. Coca-Cola, Kit-Kat
Abstract logos that are unrelated to the word
mark, corporate name, e.g. Mercedes. These
are called symbols.

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Recognized Trademarks and Symbols help in Promotion

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Logos and symbols

Benefits:
Logos and symbols are easily recognized
They are versatile. Nonverbal logos can be
updated with time and generally transfer
well across culture.
When the name is long and cumbersome,
logos could more easily appear as an
identification device.
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Characters (Fido Dido of 7

up, Loui of Mortein)
Characters represent a special type of

brand symbol-one that takes on human or

real life characteristics.
Because they are often colorful and rich in
imagery, they tend to be attention getting.
Brand characters can be so attention
getting and well liked that they dominate
over other brand elements.

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Slogans are short phrases that communicate descriptive or

persuasive information about the brand.
It can functions as useful handle to help consumer grasp the
meaning of a brand in terms of
What the brand is?
What makes it special?

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Slogans
Benefits
They help to build brand awareness (e.g.
Lux)
Make strong links between the brand and

product category(If Youre Not Wearing

Dockers, Youre Just Wearing Pants)

They can help to reinforce the brand

positioning and desired POD (Pepsi- the

choice of a new generation)
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Packaging
Packaging involves the activities of designing
and producing containers or wrappers for a
product.

Objectives of packaging:
Identify the brand
Convey information
Facilitate product transportation and
protection
Assist at home storage
Aid product consumption
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Packaging
Benefits:
Assist in product recognition
Packaging can create strong POD that
permits a higher margin (e.g. perfume).
Packaging changes can have immediate
impact on sales

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The Body Shop

In

breaking with the conventions of

packaging, the Body Shop went beyond
graphics. The existing category players
believed that since body products essentially
represented a product category where the
packaging was actually what you paid for.
Anita sold her products in cheap plastic
bottles-she was aiming for a different kind of
emotional value.
Making
the
bottle
unimportant
threw
attention on what is inside the bottle and what
is outside.
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Tango
The packaging for soft drink Tango is BLACK.

Black is a colour thats rejected for food since

its associated with rotting and disease.
The colour black gave the product the
required drama
It stood out in the shelves
Highlighted the fruit graphic
Aroused a strong reaction

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Ty Nant
Mineral Water is always in clear bottle, to

worship the purity of the fluid.

Ty Nant made the water invisible because the
glass itself was a rich cobalt blue
This aroused immense curiosity and a
relationship with the bottle started to form for
trial and experimentation.
The outside became more important than the
inside and the brand became the chosen
brand served in fashion stores and salons.
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Orange
The Body Shop and Ty Nant changed the

conventional relationship between packaging

and product to signal a new kind of brand.
Orange went one step further: it never
showed the product
Late into the cellular category, it named itself
after a colour, not a corporation.
It created a concept of A wireless future, in
which you call people, not places
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