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Choosing Brand Elements to build Brand EquityCriteria 1. 2. 3. 4. 5. 6. Memorabiltiy Meaningfulness Likability Transferability Adaptability Protectability Criteria Memorable  Easily recognized  Easily recalled Meaningful  Descriptive  Persuasive (Believable) . .APPLE  Symbol of love and forbidden temptations in Greek. .Coke gets it wrong   The name Coca-Cola in China was first rendered as Ke-kou-ke-la. the Coke company did not discover until after thousands of signs had been printed that the phrase means “bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect. Unfortunately. (competition in 1930s) .Coke gets it right?   Coke then researched 40. which can be loosely translated as “happiness in the mouth”.000 Chinese characters and found a close phonetic equivalent “ko-kou-ko-le”. Criteria Likable  Fun & Interesting  Rich visual & verbal imagery  Aesthetically pleasing . Criteria Transferable  Within & across product boundaries  Across geographic boundaries & cultures . Criteria Adaptable  Flexible  Updateable . Criteria Protectable  Legally – registered trade mark  Competitively . Brand Elements      Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage . Brand Linguistics    Phonics  alliteration (Coca-Cola) Orthographic  spelling (Kool). IBM) compound (Janitor-in-a-drum) Metaphor (Arrid) Morphologic   Semantic  . abbreviation (7 Up. Low Cal Classical – based on Greek. Ivory Suggestive – suggests a benefit or function – Colorstay lipsticks. Aquaguard. Tide. Sugar Free. Gati. Yahoo. Mop & Glo. Head & Shoulders.Brand Names & URLs Useful for Brand Awareness & Brand Associations – Compaq. Dove     Descriptive – Singapore Airlines. Latin or Sanskrit words Arbitrary – no relationship with the company/Product – Apple Computers. Hit. Camel . Eveready. Brand Names  Compound RedHat  PriceWaterhouse Coopers   Fanciful (imaginative words)  Vodafone  Wochardt  Arbitary (real words without direct connection)  Classical      Vedanta Balaji Telefilms Apple Orange Mango . com Brand v/s description – helps only short term Unique personality Unexpected combination (motley fool) Reinvent a real word Make new words .URLs         Keep it as simple as possible Avoid Clichés Avoid the . Nike swoosh. Corporate names & Trademarks – Coca-Cola. Playboy’s Bunny. Rolex crown.Mercedes star.Logos & Symbols 1. Nestle. Apple Logo . 2. Maruti. 3. Tata. Olympic rings Many logos fall between these 2 extremes – Ralph Lauren’s polo player. Johnson & Johnson Abstract or non-word mark logos are also known as symbols. McDonald’s Golden Arch. Dettol.can be updated transferred across cultures Can be appropriate for a range of product categories-Surf. Lux .Benefits    Visual nature of logos & symbols – easy recognition & recall Versatile. Characters A symbol that takes on human or real life characteristics  McDonald’s Ronald  Disney Characters –  Asian Paints – Gattu  Pillsbury Doughboy  Kellogg's Bear  Frosted Flakes -Tony the Tiger  Duracell Bunnies  Hush Puppies . .Benefits    Enhance brand personality & build relationship with customers – Disney for kids Valuable Licensing properties – Barbie dolls. Spiderman. Superman etc. All Disney Characters Can be updated to suit the changing times . .Slogans    Short phrases that contain descriptive or persuasive information Adds verbal reinforcement Design of slogans   TO build awareness and image Product sense and beyond (zindagi ke saath bhi . Ke baad bhi) Find out contribution of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that  Updation of slogans    . Slogans       Just Do it When it absolutely positively has to be there overnite No more tears Diamonds are forever We try harder On time every time . Benefits    Often rich and colorful – attention getting and help in creating brand awareness Help Brands in breaking through the “clutter” in the market Communicate a key product benefit – reliability. speed – Sprint telecom . Airtel Reinforce brand positioning and enhance POD’s or POP’s Useful when designing Ad campaigns    “Desert rose” – jaguar The axe song Helps in repetitive reminding .Jingles    Musical – easy recall . Packaging     Identify the brand – strong brand association with packaging style of company Convey descriptive & persuasive information Facilitate product transportation & protection & storage Assist at-home storage (bottles and refill) . chocolates in smaller packs.Packaging    Aid Product consumption (screw-on cap in soft drink) “Color vocabulary” (product and category) Innovations can boost sales – Soft drink cans. 2 litre bottles. shampoos and hair oils in sachets – enhance product usage & consumption . purple Kit-Kat – red Kodak films – yellow Pepsi .blue .Packaging      Heineken beer – green bottle Cadbury. Packaging Essentials      Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management .