Jayesh Ruchandani

PGP13135
Indian Institute of Management Kashipur

Brand Elements
The key to creating a brand, according to the AMA definition, is to be able to choose a name,
logo, symbol package design, or other characteristic that identifies a product and distinguishes it
from others. These different components of a brand that identify and differentiate it are called
brand elements.
Brands identify and differentiate a companys offerings to customers and other parties. A brand is
more than a name (or mark). Other brand elements such as logos and symbols (Nikes swoosh
and McDonalds golden Arches), packaging (Cokes contour bottle and Kodaks yellow and
black film box), and slogans (BMWs Ultimate Driving Machine and VISAs Its Everywhere
You Want to be) play an important branding role as well. The best test of the brand building
contribution of brand elements is what consumers would think about the product or service if
they know only its brand name or its associated logo or other element.
Brand elements facilitate the process of consumer brain mapping and play a key role in building
brand equity. Consumers over period are able to identify the brand through brand elements.The
idea is to develop brand elements, which can properly communicate about brand and its point of
difference from competing brands

Brand elements reinforce Brand Equity

Brands represent enormously valuable pieces of legal property, capable of influencing consumer
behavior, being bought and sold, and providing the security of sustained future revenues to their
owner. The value directly or indirectly accrued by these various benefits is often called brand
equity. The value of a brand to consumers is generally referred to as consumer-based brand
equity. Keller has emphasized brand awareness and associations as key underpinnings of
consumer-based brand equity. This view of brand equity is rooted in cognitive psychology and
focuses on consumer cognitive processes. The value of a brand and thus its equity is
ultimately derived in the marketplace from the words and actions of consumers. Consumers
decide with their purchases, based on whatever factors they deem important, which brands have
more equity than other brands. In other words, the real power of a brand is in thoughts, feelings,
images, beliefs, attitudes, experiences and so on that exist in the minds of consumers.
Sources of brand equity arise from the customer mindset. Customer based brand equity occurs
when consumer has a high level of awareness and familiarity with the brand and holds some
strong, favorable, and unique brand associations in memory. Recall that brand awareness is
related to the strength of the brand in memory, as reflected by consumers ability to identify
various brand elements ,i.e., the brand name, logo, symbol, character, packaging, and slogan)
under different conditions. In addition, recognition processes require that consumers be able to
discriminate a stimulus a word, object, image, or whatever as something they have previously
seen. Brand recognition relates to consumers ability to identify the brand under a variety of
circumstances and can involve identification of any of the brand elements. Thus, a brand name,

logo, a single tune, packaging or any visual differentiation or any unique feeling/experience with
the brand or any type of marketing activity works like a clue for consumer to preserve an image
or perception about the brand in the memory which helps consumer to recall and recognize the
brand under different conditions.

Criteria for selecting brand elements:

The most common brand elements are brand names, URLs, logos, symbols, characters,
packaging and slogans. A number of options and criteria are relevant for choosing them to
enhance brand awareness or facilitate the formation of strong, favorable, and unique brand
associations. In general, there are six criteria for brand elements:

Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability

The first three criteria- memorability, meaningfulness and likability- are the marketers offensive
strategy to build brand equity. To build brand equity on offensive side, brand elements should be
memorable and distinctive, easy to recognize and easy to recall the sticky factor. Secondly, brand
elements need to be meaningful to convey the descriptive or persuasive content. Thirdly, the
brand elements should be aesthetically appealing to the customers visually, verbally and other
ways.
The latter three criteria- transferability, adaptability and protectability- are the marketers
offensive strategy to build brand equity. On the defensive side, to maintain brand equity, brand
elements should be transferable in such a way that they can cover more than one product,
product line, market segments, geographic boundaries, markets and cultures. Secondly, brand
elements need to be adaptable and flexible in time to remain relevant. Protectability is the last
defensive criterion and considers the legal and unauthorized competitive infringements of the
brand.
Each of these criteria is discussed in detail with examples below:

Memorability
A necessary for building brand equity is achieving a high level of brand awareness. Brand
elements that promote that goal are inherently memorable and attention getting and therefore
facilitate recall or recognition in purchase or consumption settings.
Example, Amul girl is hand drawn cartoon of a young, chubby Indian girl dressed in a polka
dotted frock with blue hair and a half pony tied up. The mascot is one of the most recognized
among consumers and is instantly linked with Amul brand.

Meaningfulness
Brand elements may take on all kinds of meaning, with either descriptive or persuasive content.
Two important criteria for selecting a meaningful brand element are:

General information about the nature of the product category: Does the brand
element have descriptive meaning and suggest something about the product category?
Does the brand element seem credible in the product category?
Specific information about particular attributes and benefits of the brand: Does the
brand element have persuasive meaning and suggest something about the particular kind
of product, or its key attributes or benefits?

Example, Nimbooz, a lemon water soft drink introduced by Pepsico India, has meaningful name
that communicates that it is a lemon flavored soft drink. Even the product logo shows fresh
lemon.

Likability
Independent of its memorability and meaningfulness, do customers find the brand element
aesthetically appealing? Is it likable visually, verbally, and in other ways? Brand elements can be
rich in imagery and inherently fun and interesting, even if not always directly related to the
product.
For example, Vodafones Zoo Zoo characters are much popular and liked by the public.

Transferability
Transferability measures the extent to which the brand element adds to the brand equity of new
products for the brand. In other words, how useful is the brand element for line or category
extensions? In general, the less specific the name, the more easily it can be transferred across
categories.
Secondly, to what extent does the brand element add to brand equity across geographic
boundaries and market segments? To a large extent this depends on the cultural content and
linguistic qualities of the brand element.
For example, Japan Mitsubishi Motors had to rename its Pajero model in Spanish-speaking
countries because the term related to masturbation.

Adaptability
Because of changes in consumer values and opinions, or simply because of a need to remain
contemporary, most brand elements must be updated. The more adaptable and flexible the brand
element, the easier is to update it.
Example, among all the brand mascots in the Indian marketing communication landscape none is
as popular, as lovable, and as long-standing as the cartoon character of Amul girl. The idea was
conceived as late as in 1967. Through its hilarious take on the popular current issues and general
affairs, this brand element of Amul has managed to stay relevant to consumers in modern times.
Most companies tend to discontinue the use of mascots; Asian paints did away with its Gattu
mascot. Some companies struggle to find a role for the mascot in these changing times. Some
others try and change the look of the mascot to match the times. However, in the case of Amul,
the little girl has continued to stay the course.

Protectability
The brand element should be protectable- both in a legal and competitive sense. To protect your
brand legally, marketers should:

Choose the brand elements that can be legally protected internationally

Formally register them with the appropriate legal bodies.
Vigorously defend trademarks from unauthorized competitive infringement.

Another consideration is whether the brand is competitively protectable. If a name, package, or

other attribute is too easily copied, much of the uniqueness of the brand may disappear.
Example, Molson Ice was one of the early entries on Ice-Beer category. However, it quickly lost
its pioneering advantage when Miller Ice was introduced. Marketers need to reduce the
likelihood that competitors can create a derivative based on the products own elements.

Choosing Brand Elements

A brand element is visual or verbal information that serves to identify and differentiate a product.
The most common brand elements are names, logos, symbols, characters, packaging and slogans.
Brand elements can be chosen to enhance brand awareness or facilitate the formation of strong,
favorable and unique brand associations. The best test of the brand-building contribution of
brand elements is what consumers would think about the product or service if they only knew
about its brand name, associated logo and so forth. Because elements have different advantages,
a sub-set or even the entire possible brand elements are often employed. A number of options and
criteria relevant for choosing brand elements have been discussed above. Now, some common
brand elements will be explored to identify how they work together or individually to contribute
to brand equity.

Brand Name
A brand name is the basis upon which the brand equity is built. The name is a critical, core sign
of the brand, the basis for awareness and communications effort. Since the name can bring
inherent strength to a brand, brand names need to be actively managed in order to influence
external stakeholders. A brand name is an anchor for a products identity it carries with it
essentially all of the brand equity. While corporate names can be changed, brand names cannot
be changed without a significant risk of losing all equity. Brand names should therefore be
viewed as long-term commitments. They must wear well, and in an increasingly global
marketplace, travel well. The brand name is a fundamentally important choice because it often
captures the central theme or key associations of a product in a very compact and economical
fashion. Brand names can be an extremely effective shorthand means of communication.
Whereas the time it takes, consumers to comprehend marketing communications can range from
a half a minute (for an advertisement) to potentially hours (for a sales call), the brand name can
be noticed and its meaning registered or activated in memory within just a few seconds.
Brand name needs to be simple and easy to pronounce or spell; familiar and meaningful; and
different, distinctive and unusual to enhance brand recall and recognition process; and again
being a compact form of communication, brand name often has to be memorable to reinforce an
important benefit association that makes up its product positioning (e.g., Head & Shoulder
shampoo, Close-Up toothpaste). The brand name must be chosen with a view to the brands
future and destiny, not in relation to the specific market and product situation at the time of its
birth. One must therefore distinguish the type of research related to creating a full-fledged brand
name destined to expand internationally, to cover a large product line, to expand to other
categories, and to last from the opposite relate to creating a product name with a more limited
scope in space and time.

Six general criteria of Landors Brand Name Taxonomy to select a brand name for a new
product:
1. Descriptive
Describes function literally; generally unregisterable.
Example: Singapore Airlines, Global Crossing
2. Suggestive
Suggestive of a benefit or function
Examples: marchFirst, Agilent Technologies
3. Compounds
Combination of two or more, often unexpected, words
Example: redhat
4. Classical
Based on Latin, Greek or Sanskrit
Example: Meritor
5. Arbitrary
Real words with no obvious tie-in to company
Example: Apple
6. Fanciful
Coined words with no obvious meaning
Example: Avanade

Logos and Symbols

Visual brand elements often play a critical role in building equity, especially in terms of brand
awareness. Brands visual identity is essential to establishing and maintaining a presence in the
marketplace. A visual interpretation of the brand promise that it will be possible to develop
highly memorable, easily recognizable, and visual brand signals that trigger consumers to build
associations between the brand itself and its chosen position.
Logos are visual icons providing two basic, yet necessary, functions for brands: identification (a
marker for finding a specific offering) and differentiation (how to tell that offering apart from
others). Over time, they directly equate to their given brands. Whether they are viewed from a
distance, or out of the corner of eyes, these visual icons are equated with the brands they
represent. This is why children who cannot yet read still recognize the golden arches and cry out
McDonalds! They equate the brand signal with the brand. There are many types of logos,
ranging from corporate names or trademarks (i.e., word marks) written in a distinctive form, on
one hand, to entirely abstract logos, which may be completely unrelated to the word mark,
corporate name, or corporate activities, on the other hand. Examples of brands with strong word
marks (and no accompanying logo separate from the name) include Coca-Cola, Dunhill, and KitKat. Examples of abstract logos include the Mercedes star, Rolex crown, CBS eye, Nike swoosh,
and the Olympic rings. These non-word mark logos are also often called symbols. A strong
symbol can provide cohesion and structure to an identity and make it much easier to gain
recognition and recall. Its presence can be a key ingredient of brand development and its absence
can be a substantial handicap. Symbols involving visual imagery can be memorable and
powerful. The Transamerica pyramid, Nikes swoosh, McDonalds golden arches and the Kodak
yellow-each strong visual image captures much of its respective brands identity because

connections between the symbol and the identity elements have been built up over time. It just
takes a glance to be reminded of the brand.
Often logos are devised as symbols to reinforce or embellish the brand meaning in some ways.
Some logos are literal representations of the brand name, enhancing brand awareness (e.g., the
Arm and Hammer, American Red Cross and Apple logos). Logos can be quite concrete or
pictorial in nature (e.g., the American Express centurion, Land oLakes butter Indian, the Morton
salt girl with umbrella, and Ralph Laurens polo player). Certain elements of the product or
company can become a symbol (e.g., the Goodyear blimp, McDonalds golden arches, and the
Playboy bunny). Logos that convey meaning will be more readily remembered and recognized
than will abstract logos. However, an abstract logo may be desirable, and even necessary, for
multi-product companies that develop family or umbrella brands. Logos need not be as durable
as brand names. They may (need to) be updated. However, when considering a change to a logo,
it is best to assume that consumers may tolerate the change, but they will not necessarily
embrace it. It is the old, familiar face that has earned their trust. Logos can be easily changed
over time to achieve a more contemporary look. For example, Burger King, the United States
second-largest hamburger chain, added blue to its logo to make it more eye-catching and used
slanted graphics to represent speed.

John Deere revamped its deer trademark for the first time in 32 years in 2000, making the
animal appear to be leaping up rather than landing. The change was intended to convey a
message of strength and agility with a technology edge.

A BP corporate identity designed in the early 1920s was used for over 80 years, with refreshed
versions appearing periodically to keep the logo looking contemporary. However, in 2000 there
was a break from the past when the corporate identity was completely redesigned to create the
current tessellated 'sunflower' or elios identity. This change was a reflection of a change in the

companys approach to environmental concerns. BP's emphasis on the development of

renewable energy sources was encapsulated in the tagline Beyond Petroleum, along with other
similar aspirational, environmentally themed messages, such as bigger Picture and better
products (Power). Because of their visual nature, logos and symbols are often easily
recognized and can be a valuable way to identify products although a key concern is how well
they become linked in memory to the corresponding brand name and product to boost brand
recall.

Characters
Characters represent a special type of brand symbol one that takes on human or real-life
characteristics. Brand characters are often colorful and rich in imagery by which they tend to be
attention getting and can contribute to brand equity. Brand characters can help brands break
through the market place clutter as well as help to communicate a key product benefit. In a
crowded and competitive market, a character can create pure brand salience. The character
becomes a shortcut reference to the brand and creates greater visibility than a static logo. By
owning a bit of the publics mental real estate, characters can contribute to the fundamental aims
of brand awareness. A memorable character conveying brand values is an effective way to
captivate consumers within a competitive context. The Snap, Crackle and Pop gnomes, for
example, have been used for more than 80 years to make Kelloggs Rice Krispies cereal
memorable to children and their parents. Characters come in many different forms such as
animated characters, e.g., Pillsburys Poppin Fresh Doughboy, the Keebler Elves, and numerous
cereal characters like Tony the Tiger, Toucan Sam, and Capn Crunch) and live-action figures
(e.g., the Marlboro Cowboy, Ronald McDonald). Characters often must be updated with time to
keep their image and personality relevant to the target market. The Campbell Soup kids have
become more buff over time taller, trimmer, and more athletic. Aunt Jemima (brand of
prepared foods) has also gone through a makeover and has a much different and contemporary
look.

Packaging
Packaging is an important brand element, related to the function of designing and producing
container or wrappers for a product. This is the container for a product which encompasses the
physical appearance of the container including design, color, shape, labeling and materials used.
To achieve marketing objective as well as target consumers desires, both aesthetic and
functional components of packaging must be chosen correctly. Aesthetic components relate to a
packages size, shape, material, color, text and graphics where innovative printing process plays
vital role to convey elaborate and colorful messages on the package at the moment of truth at
the point of purchase. Again, structural design is crucial. For examples, packaging innovations
with food products over the years have been resulted in packages being resalable, tamperproof
and more convenient to use (e.g. easy to hold, easy to open, or squeezable). Changes in canning
have made vegetables crunchier, and special wraps have extended the life of refrigerated food.

The traditional role of the package has been to protect, contain and deliver the product to the
retail shelf. Hence, the task of the package is to communicate the products emotional and
rational functions and benefits. Packaging can have important brand equity benefits for a
company. Appearance of a package can reinforce valuable brand association and can become an
important means of brand recognition. For example, the word green bottle comes first in
consumers minds whenever they think of Heineken beer.
Distinctive and relevant packaging is a valuable asset to brand strength. Because it is the closest
the brand can get to the target consumer and consequently, can create a brand identity, embody
brand equity and influence consumer decisions. Good packaging design that is both relevant and
differentiated has the ability not only to create a successful brand, but also to become its flagship
and even an icon, as exemplified by Coca- Cola. For the great majority of consumer products,
package design is the single most effective communicator of a brands core identity. Crosscategory studies show that in unaided awareness tests, consumers remember more about the
package than they do about the advertising or promotions. Effective branding elevates a product
from just being one commodity amongst many identical commodities, to become something with
a unique promise. Rachels Organic Butter, for example, chose black for its packaging design so
it would stand out from the typical yellow, gold and green colors (representing sunshine and
fields) used by competitor products. The result is that the brand appears more premium,
distinctive and perhaps even more daring than its competitors.

Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the
brand. A slogan can capture the essence of a brand and become an important part of the brand
equity. Slogans often appear in advertisement but play vital role on packaging and in different
marketing activities to work like shorthand means to build brand equity. Slogans function as
useful hooks or handles to help consumer grasp the meaning of a brand in terms of its
positioning, summarize the theme of advertisements, and provide continuity when copy is
changed both within and across advertising campaigns. In essence, slogans form a link between
long-term brand identity and day-to-day marketing activities.
For example, the famous Avis slogan Were number 2, we try harder clearly positions the
brand with respect to competition (the leader, Hertz) and also captures the thrust of the Avis
strategy. In today's marketplace, almost all brands employ slogans; they enhance a brand's image,
aid in its recognition and recall, and help create brand differentiation in consumers' minds.
Slogans can contribute to brand equity in multiple ways such as building brand awareness by
playing off the brand name; for example: Have a break, have a Kit Kat or by making strong
links between brand and product category; for example: if Youre Not Wearing Dockers, Youre
Just Wearing Pants. Slogans can be so powerful that they can become a rallying cry for any
cause.

The vastly successful Nikes Just Do it campaign has motivated people to pursue not just
personal fitness goals but also worthy social goals. More than just a part of Nikes
communication strategy, it has become a 90s anthem. Another highly successful slogan is
DeBeers, A Diamond is forever.This widely recognized line was coined in 1948 to reverse a
trend of declining diamond sales. It achieved its goals, and has gone on to become part of
American culture. Most important, slogans can help to reinforce the brands desired point of
difference, for example: Nothing Runs like a Deere by John Deere Tractors . Finally, slogans
must be long enough to say something meaningful, but short enough to be memorable. While
Think different is short slogan by Apple, it says a lot. This makes users feel better and smarter
for using Apple products, for not following the crowd, for having the courage to follow their own
beliefs, despite the ridicule of Windows users. Sometimes slogans become too strongly bonded
with the brand to introduce new ones, though changes in slogans with time are inevitable.
Otherwise, successful slogans will become public phrases rather than focusing brand meaning or
will continue to convey same product meaning which is not long needed by the brand to build
equity. In many cases, moderate modification of an existing slogan may prove more fruitful than
introducing a new one. For example: the General Electric replaced electricity with technology
(and later progress) in its slogans, in each case giving a slightly more modern perspective on the
brand. Finally, the bring good things to life slogan was introduced. All of these themes were
consistent with the central concept that GE as a corporation develops technology-based
innovations that help people live better.
Jingles
Jingles are musical messages written around the brand. These are composed by professional
songwriters with enough catchy hooks and choruses to turn them permanently registered in the
minds of listeners willingly or unwillingly. By employing scent, sound and material textures in
customer experiences, todays marketers are finding new ways to build stronger connections to
their customers and drive preference for their brands. Manufacturers have long known about the
impact of engaging all the senses. From Brylcreems A little dabll do ya radio jingle in the
1940s, sound has played a key role in branding. In 1995, Intel expanded its Intel Inside
campaign with a four-tone melody that helped cement a positive image in consumers minds.
Like other brand elements, jingles are not transferable, but they communicate brand benefits in
clever and amusing ways and enhance brand awareness. Jingles often have a way of connecting
with the emotional receptors of consumers than ads without them. When people in a specific
brand's target market find themselves singing its jingle in association with a moment of joy,
peace or comfort, for instance, they connect that feeling with the brand and jingle. Again, some
jingles are so catchy and memorable that they take a brand to new heights.
Strength and function of all brand elements are not same. They can work individually and/or
collectively to build brand awareness depending on their strengths and weaknesses. Individually,
they may convey direct meaning of the brand to consumers, but may not be strong enough to
evoke an innate response. Whereas collectively, all these brand elements can give consumers
actual brand experience and contribute to brand equity. It is necessary to mix and match these
different brand elements to maximize brand equity.

Conclusion
Brand is a mental game where each element tells a story about the brand itself and these stories
are destined together to a single goal to draw a distinct image in the consumers mind.
Differentiation is an inevitable part of the brand management, which can be done by positioning
and integrated marketing communication. However, this differentiation starts from developing
each brand element distinctively to avoid the me too approach. Brand was born to separate a
group of products from that of others; but nowadays, brand is used by consumers to differentiate
them within society. It has become a public property and consumers have the right to know the
differentiating quality of the brand during purchase. Consumers depend on the brand so much
that even in a grocery shop, brand works as shorthand to full their shopping cart within shortest
possible time. Thus, elements of brand need to be visible and memorable to consumers so that
they could recognize their desired brand within a crowd. Since brand is not all about exchange, it
is about how to create a profound relation with the consumer. The basis of brand equity lies in
the relationship that develops between a consumer and the differentiating offerings of a brand. In
some cases, product itself is so innovative that brand can easily seek a premium positioning in
the market. However, in fast moving consumer goods industry, differentiation is very challenging
to create and vital to strike in consumers memory. Distinctive approach of each brand element
works to portrait an image of the brand in consumers memory and later on, acts as clue to recall
and recognize the brand under different circumstances. Exploring some successful and strong
brands in the market, it can be concluded that collective strength of brand elements always
contributes to build as well as reinforce brand equity since the birth of the brand. As a part of the
successful brand management, immense focus and research are required to work out clutter
breaking image of the brand.