Brand Elements

Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala

1. Brand elements Sahrudayan NK

2. BRAND NAME Brand name is one of the brand elements which helps the customers to identify and differentiate one product from another. It can be based on places (Air India, British Airways), animals or birds (Dove soap, Puma), people (Louise Phillips, Allen Solly ). In some instances, the company name is used for all products (General Electric, LG).

3. BRAND LOGO A graphical mark used to identify a company, organization, product or brand. Logos can be displayed along side - a company's name in order to generate awareness of the company's association with a particular product or service.

4. BRAND CHARACTERS Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation.

5. BRAND SLOGANS A branding slogan is a small set of words that a business uses to make its company and products stick in consumers memories. An effective branding slogan not only sticks in a customers mind, but also invokes a mood and creates a bond with the consumer

6. JINGLE A jingle is a short song or tune  used in advertising and for other commercial uses. Jingles are a form of sound branding. Many jingles are also created using  snippets of popular songs

7. BRAND URL The URL element is an important part of the identity and should be used when appropriate. In print, it should be placed beneath the logo – usually at the bottom right of the format. On clickable items on the internet – for instance in banner ads – the URL element should not be used.

8. BRAND PACKAGING Packaging is an important element to help build brand equity and should embody several objectives to be successful. These objectives are identifying the brand, conveying information that is both descriptive and persuasive, facilitate the product transportation and protection, assist at-home storage, and aid in product consumption.

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