Elements of a Brand

ELEMENTS OF A BRAND

1.      Brand name:

Selecting A Brand Name

Certain factors to be considered before selecting a brand name:

• distinguish the product from competitive brands
• memorable and easy to pronounce
• easy to say, spell and pronounce
• it should allude to the product’s uses, benefits, or special characteristics in a positive way
• negative or offensive references should be avoided.
• evoke positive mental image
• evoke positive emotional reaction
• suggest product function or benefits
• simple
• sound appropriate
• be registrable (unique)
• possibly, translate well in other languages too.

2.      Logo

The company logo is the cornerstone of the firm’s branding elements. For many firms the logo is the visual reminder of everything that the firm stands for. While a great logo won’t necessarily build the firm, it plays a vital role in representing it. Conversely, a weak or confusing logo can detract from the value that the firm brings.

Elements of a Good Logo

◊    It has a lasting value – trendy logos don’t hold up over time.

◊    It is distinct – some amount of uniqueness, as long as it doesn’t confuse, is valuable.

◊    Appeals to your target market – if your target market is partial to blue then it doesn’t matter that you’re not.

◊    Supports your USP – If you are trying to communicate your low low prices then your logo should support that image

◊    Legible – This seems pretty obvious but many people use typefaces and images that can’t be printed or carried to a large sign. Your logo should clearly identify your company and it can’t do that if people don’t understand it.

3. Slogans, Jingles, Characters, and Packaging

• recognize the benefits of an effective jingle, slogan, character, and package design for a brand.
• Use a slogan or jingle that ie edible to the hear and one which is hummable. For example, Doodh Doodh Ad.
• examine a hypothetical brand character to determine its effectiveness in enhancing brand awareness.(celebrity)