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Week 4 - Brand elements - Coggle Diagram
Week 4 - Brand elements
Different types of brand elements that can be used to differentiate a brand
Brand name
Logo
Character
Slogan
Jingle
Packaging
How a brand element can contribute to a brand’s equity
Logos indicate origin, ownership or association
Slogans create positive brand associations
Elements are mixed and matched to create the overall feeling that we want customers to experience with the brand. These combinations help to maximise brand equity through the positive brand associations that different combinations of brand elements can reflect
List and discuss the general criteria for selecting brand elements
How elements are chosen
Memorability - Easily recognised, Easily recalled
Meaningfulness - Descriptive, Persuasive
Likability - Fun and interesting, Rich visual and verbal imagery, Aesthetically pleasing
Transferability - Within and across product categories, Across geographic boundaries and cultures
Adaptability - Flexible, Updatable
Protect-ability - Legally, Competitively
Key tactics in choosing different brand elements
Tactics
Easily remembered
Highly suggestive of the product class and benefits
Inherently fun or interesting
Rich with creative potential
Ideal brand element
Transferable to a wide variety of product and geographic settings
Enduring in meaning and relevant over time
Strongly protectable both legally and competitively