Brand elements to build brand equity1

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Brand elements to build brand equity:

Brand elements to build brand equity

Meaning of brand:

Meaning of brand A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

What is Brand equity:

What is Brand equity Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.

Meaning of Brand Element:

Meaning of Brand Element It is sometime called brand identities, are those trademarkable devices that serve to identify and differentiate the brand name, URLs, logos, symbols, character, spokespeople, slogans, jingles, packages and signage.

Brand elements:

Brand elements

Criteria for choosing Brand Elements:

Criteria for choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability To build brand equity To maintain brand equity

PowerPoint Presentation:

What is in Brand name?

Brand name should be::

Brand name should be: Short and simple Easy to spell and read Easy to recognize and remember Easy to pronounce Can be pronounced in only one way Can be pronounced in all language (for international markets) Suggestive of product benefits Adaptable to packaging/labeling needs No undesirable imagery Always timely (does not get out-of-date) Adaptable to any advertising medium Legally available for use (not in use by another firm)

Brand Naming criteria:

Brand Naming criteria Descriptive - function (Japan Airlines) Compounds - combo ( Redbull ) Classical - Latin based (Meritor) Arbitrary - no apparent tie (Apple) Fanciful - coined (Avanade)

Logos & Symbols:

Logos & Symbols Corporate names with trademark Abstract logos Literal logo

Benefits of logos and symbols:

Benefits of logos and symbols Visual nature of logos & symbols – Easy recognition & recall Versatile - Can be updated transferred across culture Can be appropriate for a rang of product categories - Surf, dettol , lux



Benefits of characters:

Benefits of characters Enhance brand personality & build relationship with customer – disney for kids Valuable licensing preoperties Can be updated to suit the changing time

Tagline and Slogans:

Tagline and Slogans Nike- just do it Nakhshtra - Diamonds are forever K.F.c . – So good B.M.W.- the ultimate driving machine Cadbury- Kuch meetha ho jaye Design of slogans- To build awareness and image Product sense and beyond ( Zindgi ke saath bhi – ke baad bhi ) Updation of slogans Find out of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that

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