Choosing Brand Elements to Build Brand Equity

Learning Objectives

  • Identify all types of brand elements.

  • List and apply the six general criteria for choosing brand elements.

  • Describe specific tactics for creating each element (names, URLs, logos, characters, slogans, jingles, packaging).

  • Explain why firms "mix ‑ and ‑ match" elements to maximize brand equity.

Core Definitions

  • Brand Elements / Brand Identities
    • Trademarkable devices that identify and differentiate a brand.
    • May be a word, group of words, sign, symbol, logo, character, sound, package, or any combination.

  • Trademark
    • A legally protected word, sign, symbol, logo, etc. that differentiates one entity’s goods/services from another’s.

  • Desired outcomes of any element
    • Enhance brand awareness.
    • Build strong, favorable, unique associations.
    • Elicit positive judgments & feelings.

The Six Selection Criteria

Offensive Strategy (build equity)

  • Memorability
    • Must grab attention and be easy to recall/recognize.
    • Direct link to brand-awareness metrics.

  • Meaningfulness
    • Conveys useful info (descriptive or persuasive).
    • Descriptive = what the product/service does (e.g., “Quick Clean”).
    • Persuasive = highlights a unique benefit (Quick Clean’s tagline “Saves you time”).
    • Power words directly tied to product benefit.

  • Likability
    • Aesthetic appeal—visual, verbal, auditory.
    • Should please target market (mix of words, colors, design; e.g., “Unstoppable”).

Defensive Strategy (leverage & protect equity)

  • Transferability
    • Works across product lines, categories, or geographies.
    • Line extensions (Coca-Cola → Coca-Cola Zero).
    • Geographic fit (McDonald’s golden arches).
    • Caution: translation errors (Coors “Turn it loose” → “Suffer from diarrhea” in Spanish; Mitsubishi Pajero in Spanish markets).

  • Adaptability
    • Flexibility for updates & rebranding; maintains contemporariness (Burger King logo refresh).
    • Keep key cues (colors, fonts) so customers aren’t confused.

  • Protectability
    • Ability to be legally defended (local & international).
    • Register trademarks; vigilantly police infringement.
    • Example: Louis Vuitton vs. Louis Vuitton Dak counterfeit usage.

Ideal Element (summary)

  • Easily remembered.

  • Suggestive of class & benefit.

  • Fun/interesting; high creative potential.

  • Transferable across categories/geographies.

  • Enduring relevance.

  • Legally & competitively protectable.

Tactical Menu of Brand Elements

1. Brand Name

  • Captures the central theme in compact form; hardest element to change.

  • Selection = art (creative wordplay) + science (systematic research).

Naming Criteria

  1. Descriptive

  2. Evocative / suggestive

  3. Possesses personality

  4. Synthetic (coined) if useful

  5. Founder-based if relevant

Guidelines for Awareness

  • Simple, easy to pronounce & spell.
    • Repeated consonants: Coca-Cola
    • Repeated vowels: Lazada
    • Consonant–vowel patterns: Krispy Kreme

  • Familiar & meaningful (Domino’s Pizza, Dunkin’ ⇒ once Dunkin’ Donuts).

  • Distinctive/unusual (Google).

Guidelines for Associations

  • Implicit or explicit meanings tied to positioning.
    • SlimFast instantly implies rapid weight loss.

5-Step Procedure

  1. Define objectives.

  2. Generate a wide list of candidates.

  3. Screen to ~10 options.

  4. Research & test finalists.

  5. Select & secure the final name.

2. URL / Domain Name

  • \text{Uniform Resource Locator} securing = register & pay.

  • Prevents phishing & brand hijacking; sue, buy, or pre-register variants.

  • Example conflict: Louis Vuitton vs Louis Vuitton Dak.

3. Logos & Symbols

  • Visual marks indicating origin/ownership.

  • Forms: stylized wordmarks (Google), hybrids (Toyota), abstract icons (Nike swoosh).

Benefits

  • Instantly recognizable—even at small size (pack, app icon).

  • Versatile for when full name is cumbersome (LV, IBM).

  • Easily modernized relative to names.

4. Characters (Mascots)

  • Human/animal/animated figures (Jollibee, Foodpanda panda, Mr Clean).

Benefits

  • Attention-getting; lend fun personality; deepen relationships.

  • Never age or demand salary; transferrable across categories.

Caution

  • Can overshadow other elements; must evolve visually to stay relevant.

5. Slogans / Taglines

  • Short phrases summarizing brand promise.

  • Hooks that reinforce ads & aid memory.

Examples

  • ABS-CBN: “In the Service of the Filipino.”

  • BDO: “We Find Ways.”

  • (Airline) “It’s time everyone flies.”

6. Jingles

  • Musical messages; exploit audio memory.

  • Strengthen recall in radio/TV: RightMed, Colgate tune, etc.

7. Packaging & Labeling

  • Designing containers/wrappers to protect, inform & sell.

Functional Roles

  • Identify brand; convey info (nutrition facts, expiry); protect product; aid storage & use.

Marketing Roles

  • “Last 5 seconds of marketing” (shelf impact).

  • Permanent media—bag or bottle keeps advertising after sale.

Story-telling & Thematic Opportunities

  • Kashi cereal: founder stories for personal connection.

  • Hershey’s women-celebration bar.

  • Snickers “You’re Not You When Hungry” – 21 custom wrappers.

  • Coca-Cola “Share a Coke”
    • Media impressions: 18\,300\,000
    • Facebook page +9\%
    • Traffic +870\%
    • Young-adult consumption +7\%

Shelf Appeal & Short-Term Lift

  • Distinct shape/colors stand out; cost-efficient vs other media.

Color Psychology (65 % of exterior-factor impact on purchase)

  • Red = emotion, passion (Coca-Cola).

  • Yellow = joy, energy (McDonald’s).

  • Blue = trust, intelligence (Ford, Dell).

  • Green = freshness, safety (Starbucks).

Design Examples

  • Delimondo: minimalist white label signals premium mid-high-end target.

  • Bottle shape refreshes (square vs round) while keeping 1\text{ L} volume.

When to Change Packaging

  • Signal price premium; fit new channels; support line expansion; dovetail with innovation; modernize dated look.

Integration & “Mix-and-Match” Rationale

  • Brand identity = entire set of elements; strength depends on internal consistency.

  • Each element plays a distinct role (awareness vs associations vs protection).

  • Marketers combine elements so that:
    • Names & logos reinforce memorability.
    • Characters & jingles enhance likability.
    • Slogans clarify positioning.
    • Packaging provides final shelf impact.

  • Cohesive, mutually supportive elements maximize total brand equity.

Ethical / Legal Imperatives

  • Always vet translations & cultural meanings.

  • Register trademarks domestically & internationally.

  • Monitor and litigate infringement (protectability criterion).

Practical Take-Aways for Exam

  • Be able to list & illustrate the 6 criteria (Memorability, Meaningfulness, Likability, Transferability, Adaptability, Protectability).

  • Match each brand element type to its unique benefits & cautions.

  • Cite real examples (Coca-Cola Zero for transferability, Burger King rebrand for adaptability, LV vs LV Dak for protectability).

  • Recognize how packaging color/shape influences purchase (65 % color statistic, 80\% of decisions from exterior cues).

  • Explain why firms rarely rely on a single element—synergy is key to equity.