Brand elements, also known as brand identities, are trademarkable components that help in identifying and differentiating the brand.
The chief brand elements are;
Brand Name – Apple.
Logos – Mcdonalds Logo | Netflix Logo.
Characters – Ronald Mcdonald | Cheetos leopard.
Slogans – Nike – Just do it | Citibank – The Citi Never Sleeps.
Packaging – Kinder Joy Chocolate | Red Bull Can.
Spokesperson – Under Armour – The Rock.
URL – GOOGLE
Brand Elements – Importance
- Brand Elements promote brand awareness.
- They aid in the creation of strong, favourable, and unique brand associations.
- They improve positive brand experiences and feelings.
- They additionally provide a positive augmentation to the brand equity which implies certain valued associations or responses.
Brand Elements – Selection Criteria
- Memorable – Easily recognized and quickly recalled.
- Meaningful – Detailed and Persuasive.
- Likeable – Entertaining and engaging, by having rich visuals and aesthetic appeal.
- Transferable – In and across the product categories and geographic boundaries as well as cultures.
- Adaptable – Flexible and easy to upgrade or update.
- Protectable – Legal and Competitive
Now let us look at these criteria in detail
Brand elements that are a unique and eye-catchy benefit in quick recall and recognition during purchase or consumption.
Example – Apple Products.
Brand elements tend to take on any kind of meaning, with the help of either descriptive or persuasive content. A brand element may convey one of the following:
- Generic information about the function of the product or service – E.G. Grammarly App.
- Explicit information about the particular attributes and benefits of the brand – E.G. Cam Scanner App.
Irrespective of its memorability and meaningfulness customers find a few brand elements aesthetically appealing which is due to the likeable visuals, verbal content and other ways. The purchase of a brand depends on the likability consumers have towards it.
Example – Food Panda, PUBG, Puma Logo.
Transferability estimates the degree to which brand elements can be applied to new products or in new markets for the brand.
For Example, The Amazon logo was designed to express the message that it retails everything from A to Z, which is artistically conveyed by the arrow that connects the two letters and also signifies the smile that customers would experience by shopping at Amazon.com web site.
Most brand elements must be updated in order to remain relevant and keep up with the changing customer values and opinions. Logos and characters can be updated by giving a new look or a modish design to make them seem more contemporary and relevant.
Example – Air India Maharaja.
Air India’s Maharajah, an iconic paunchy figure in regal guise and hands folded in namaskar, has been modified. Passengers now are being welcomed by a new and younger version of the mascot, without the turban with spiky hair, wearing jeans and sneakers.
The new Maharajah’s appearance is aligned with modern times and with the new Air India which is also trying to become a contemporary company.
The sixth and last criteria are the amount to which the brand elements are protectable, both in a legal and a competitive sense.
- Choose brand elements carefully that can be legally protected on a global level,
- Formally register them with the appropriate legal entities, and
- Vigorously defend trademarks from unauthorized competitive infringement.
Example – In 2018, US-headquartered global coffee chain Starbucks sued ‘SardarBuksh’ a Delhi-based coffee chain with 25 outlets for using a similar sounding name and logo.
Memorability, Meaningfulness, and Likability are used by the advertisers for an offensive strategy and to build brand equity. Transferable, Adaptable, Protectable play a defensive role in leveraging and managing brand equity in the face of different opportunities and constraints.
Types of Brand Elements
1. Brand Name
Brand names are an excellent means of communication. Whereas an advertisement lasts half a minute, customers notice brand names and remember its meaning in just a few seconds.
Examples: Apple, Google, Coca Cola, Tesla.
Brand characters represent a specific type of brand symbol. This element has a tendency to take on human or real-life characteristics.
Examples: Kellogg’s Tony the Tiger, The Energizer Bunny, Ronald McDonald, KFC Colonel, Michelin Man by Michelin Tyres, Vodafone Zoo Zoo.
3. Logos and Symbols
Although the brand name typically is the central element of the brand, visual elements also 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 wordmark, corporate name, or corporate activities.
Examples: Mercedes Logo, Google Logo, IBM logo, Harley Davidson Logo.
URLs (uniform resource locators) denote specific locations of pages on the Web and are also ordinarily regarded as domain names. Individuals wanting to own a particular URL need to register and pay for the name.
The massive volume of registered URLs often makes it imperative for companies to use coined words for new brands if they wish to have a Website for the brand.
Example: Facebook paid $8.5 million to the American company Farm Bureau for the domain name FB.com.
Jingles are nothing but fun musical messages written about the brand. Ideally written by professional songwriters, they often are catchy and sticky in nature which almost permanently registers in the minds of listeners sometimes even if they want it to or not!
Examples – Oscar Mayer “I Wish I Was an Oscar Mayer Weiner”.
Slogans are short expressions that express descriptive or persuasive data about the brand. They often show presence in advertisements but can play an essential role in packaging and in other aspects of the marketing program. They can operate as valuable “hooks” or “handles” to assist consumers in grasping the meaning of the brand.
Example – When Snickers advertised, “Hungry? Grab a Snickers,” the slogan also appeared on the candy bar wrapper itself.
Example – Kitkat – Have a break…Have a Kit Kat!”.
Packaging is nothing but the process of Designing and producing containers or wrappers for a particular product. Just like any other brand elements packaging is essential for a brand. It is the look of its packaging that inspires one of the strongest associations consumers have with a brand.
From the perspective of both the firms and consumers, packaging must achieve a number of objectives such as:
- Identify the brand.
- Convey descriptive and persuasive information.
- Promote product transportation and protection.
- Assist in at-home storage.
- Aid product consumption.
- Marketers further must carefully work around the aesthetic and operative components of packaging.
Examples: Ferrero Rocher, Kit Kat, Kinder Joy.