(MBASKills.IN) The 7 Brand Elements

These slides are prepared by Prof. Sameer Mathur, IIM Lucknow.

1. The 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
4. Character
7. Packaging
5. Slogan
6. Jingle
2. Logo / Symbol

2. & The 6 Selection Criteria
Prof. Sameer Mathur
1. Memorability
3. Likability
4. Transferability
5. Adaptability
6. Protectability
2. Meaningfulness

3. Sameer Mathur
Marketing Professor 2009 –2013
Ph.D. and M.S. (Marketing) 2003 –2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
3©Sameer Mathur

4. Offensive
Strategy
(build brand
equity)
1. Memorability
2. Meaningfulness
3. Likability
4©Sameer Mathur
6Criteria for Brand Elements

5. 6Criteria for Brand Elements
Defensive Role
(leveraging and
maintaining
brand equity)
4. Transferability
5. Adaptability
6. Protectability
5©Sameer Mathur

6. 1. Memorability
Memorable and attention-getting
brands facilitate recall or
recognition.
6©Sameer Mathur

7. 7
1. Memorability

8. Brand elements may take on descriptive or
persuasive meaning.
Generalinformation about the nature of the product
category (guides brand awarenessand salience)
Specificinformation about particular attributes and
benefits of the brand (guides brand image and
positioning)
2. Meaningfulness
©Sameer Mathur 8

9. Do customers find the brand
element aesthetically appealing?
Descriptive and persuasive elements
reduce the burden on marketing
communications to build awareness.
3. Likability
9©Sameer Mathur

10. The 6 Selection Criteria
Prof. Sameer Mathur
1. Memorability
3. Likability
4. Transferability
5. Adaptability
6. Protectability
2. Meaningfulness

11. Defensive Role
(leveraging and
maintaining
brand equity)
4. Transferability
5. Adaptability
6. Protectability
11©Sameer Mathur

12. How useful is the brand element for
line or category extensions?
To what extent does the brand element
add to brand equity across geographic
boundaries and market segments?
4. Transferability
©Sameer Mathur 12

13. 5. Adaptability
The more adaptable and flexible the
brand element, the easier it is to
update it to changes in consumer
values and opinions.
E.G. logos and characters can be
given a new look or a new design to
make them appear more modern and
relevant.
©Sameer Mathur 13

14. 5. Adaptability
The more adaptable and flexible the
brand element, the easier it is to
update it to changes in consumer
values and opinions.
E.G. logos and characters can be
given a new look or a new design to
make them appear more modern and
relevant.
©Sameer Mathur 14

15. Choose brand elements that can be legally
protected internationally.
Formally registerchosen brand elements
with the appropriate legal bodies.
Vigorously defendtrademarksfrom
unauthorized competitive infringement.
6. Protectability
©Sameer Mathur 15

16. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

17. 17

18. Need to be chosen keeping the six
criteria of memorability,
meaningfulness, likability,
transferability, adaptability, and
protectabilityin mind.
1. Brand Names
©Sameer Mathur 18

19. Brand awareness
•Simplicity and ease of pronunciation and
spelling
•Familiarity and meaningfulness
•Differentiated, distinctive, and uniqueness
Brand associations
•The explicit and implicit meanings are
important.
•Can reinforce an important attribute or benefit
association that makes up its positioning.
1. Naming Guidelines
©Sameer Mathur 19

20. Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name
1. Brand Naming Procedures
©Sameer Mathur 20

21. The 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
4. Character
7. Packaging
5. Slogan
6. Jingle
2. Logo / Symbol

22. Logos and Symbols
Play a critical role in building brand equity
and especially brand awareness
Logos range from corporate names or
trademarks (word marks with text only)
written in a distinctive form, to entirely
abstract designs that may be completely
unrelated to the word mark, corporate name,
or corporate activities
©Sameer Mathur 22

23. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

24. URLs (uniform resource locators) specify
domain names on the Internet
A company can either sue the current owner
of the URL for copyright infringement, buy
the name from the current owner, or register
all conceivable variations of its brand as
domain names ahead of time.
URLs
©Sameer Mathur 24

25. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

26. A special type of brand symbol—one that
takes on human or real-life characteristics
Some are animated like Pillsbury’s Poppin’ Fresh
Doughboy, Peter Pan peanut butter’s character,
and numerous cereal characters such as Tony the
Tiger, Cap’nCrunch, and Snap, Crackle & Pop.
Others are live-action figures like Juan Valdez
(Colombian coffee), the Maytag repairman, and
Ronald McDonald. Notable newcomers include
the AOL running man, the Budweiser frogs, and
the AFLAC duck.
Characters
©Sameer Mathur 26

27. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

28. Slogans
Short phrases
Shorthand means to build brand equity
©Sameer Mathur 28

29. “Melts in your mouth, not in your hands”(M&M’s)
“Sometimes you feel like a nut, sometimes you
don’t” (Almond Joy/Mounds)
“Where’s the beef?” (Wendy’s)
“A mind is a terrible thing to waste” (United
Negro College Fund)
“Can you hear me now?” (Verizon)
©Sameer Mathur
Classic Slogans
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Laptops withUSB wireless modems

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35. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

36. 36©Sameer Mathur
Jingles are musical messages written around
the brand. Typically composed by professional
songwriters, they often have enough catchy
hooks and choruses to become almost
permanently registered in the minds of
listeners—sometimes whether they want them
to or not!
Jingles are perhaps most valuable in enhancing
brand awareness.
Jingles

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39. 39
Evan-
Amos

40. 7 Brand Elements
Prof. Sameer Mathur
1. Brand Name
3. URL
2. Logo / Symbol
4. Character
7. Packaging
5. Slogan
6. Jingle

41. From the perspective of both the firm
and consumers, packaging must
achieve a number of objectives:
•Identify the brand
•Convey descriptive and persuasive
information
•Facilitate product transportation and
protection
•Assist at-home storage
•Aid product consumption
Packaging
41©Sameer Mathur

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45. Packaging Can Influence Taste
Our sense of taste and touch is very
suggestible, and what we see on a package
can lead us to taste what we think we are
going to taste.
45©Sameer Mathur

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Packaging Revitalization

47. Packaging Can Influence Value
Long after we have bought a product, a
package can still lead us to believe we
bought it because it was a good value.
47©Sameer Mathur

48. Studies of 48 different types of foods and
personal care products have shown that
people pour and consume between 18%
and 32% more of a product as the size of
the container doubles.
Packaging Can Influence
Consumption
48©Sameer Mathur

49. Packaging Can Influence How a
Person Uses a Product
One strategy to increase use of mature
products has been to encourage people
to use the brand in new situations, like
soup for breakfast, or new uses, like
baking soda as a refrigerator deodorizer.
An analysis of 26 products and 402
consumers showed that twice as many
people learned about the new use from
the package than from television ads.
49©Sameer Mathur

50. Putting It All Together
The entire set of brand elements
makes up the brand identity, the
contribution of all brand elements to
awareness and image.
The cohesiveness of the brand
identity depends on the extent to
which the brand elements are
consistent.
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51. http://www.youtube.com/watch?v=l0kPXvPd4rk
http://www.amul.com/m/about-us
Credits
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