brand elements
DESCRIPTION
Brand elementsTRANSCRIPT
NHÓM 5
Thành viên nhóm
Nguyễn Hoàng Vũ
Phùng Thiên Trang
Võ Minh Tiến
Vũ Quang Huy
Huỳnh Dương Bích Ngọc
Nguyễn Ngọc Tường Vy
Criteria for choosing Brand Elements
Options and Tactics for Brand Elements Brand Names
Logos and symbols
URLs
Slogans
Jingles
Packaging
Criteria for Choosing Brand Elements
Marketer’s offensive strategy and build brand equity
Memorable
Easily reconized
Easily recalled
Meaningful
Descriptive
Persuasive
Likeable
Fun and interesting
Rich visual and verbal
imagery
Aesthetically pleasing
Defensive role for leveraging and maintaining brand equity
Transferable
Within and across product
categories
Across geographic boundaries
and cultures
Adaptable
Flexible
Updatable
Protectable
Legally
Competitively
OPTIONS AND TACTICS FOR BRAND ELEMENTS
• Naming guidelines
Brand name
Simple
Easy to pronounce
Familiar, meaningful
Different
Unusual
Brand awareness
Simplicity and Ease of
Pronounciation and Spelling
Familiarity and Meaningfullness
Differentiated, Distinctive, and
Unique
Brand Associations
The explicit and implicit meanings consumer extract form it are important. Inparticular, the brand name can reinforce an imprtant attribute or benefit association that makes up its product positioning
Naming procedure
Define objectives
Generate names
Screen initial candidates
Study candidates
name
Reseaerch the final
candidates
Select the final name
LOGOS AND SYMBOLS (BIỂU TRƯNG VÀ BIỂU TƯỢNG)
BIỂU TƯỢNG
Cách điệu, khái quát một sự vật, hình ảnh nào đó
SYMBOL
© Copyright
® Registered
LOGO BIỂU TRƯNG
tên một công ty hoặc thương hiệu viết trong một hình thức đặc biệt hoặc thiết kế trừu tượng mà có thể không liên quan đến thương hiệu hay nhãn
hiệu đó.
BADGE
Text
ICON
ABSTRACT
MASCOT
15 mil USD
LINES DESIGN SPACE
LAYOUT FORM
COLOR HARMONY 3 BASIC COLORS
RICK NEAT
CONDENSED
IDENTIFICATION
GENERICARRAY LOGIC
AESTHETIC
UNIQUE - CREATIVE
EASY TO REMEMBER
URLs
(Uniform Resource Locator)
BRAND CHARACTER
A special type of brand symbol- one that takes on human or real- life characteristics
Some are animated
Some are live- action
SLOGAN
Slogans are short pharses that communicate descriptive or persuasive information about the brand
Slogans are powerful branding devices
JINGLES
Jingles are musical messges written around the brand
They are composed by professional songwriters
Jingles are perhaps most valuable in enhancing brand awarness
PACKAGING
- Identify the brand
- Convey descriptive and persuasive information
- Facilitate product transportation and protection
- Assist at-home storage
- Aid product consumption
BENEFITS
• One of the strongest associations consumers have with a brand
• Structure packaging innovations can create a POD that permits a higher margin
• New package can expand a market and capture new market segments
• Packaging changes can have immedia impact on sales
Packaging at the Point of Purchase
Packaging Innovation
Packaging design
• Past:
Campbell’s soup Cornell University’s uniform
Packaging design
• Now:
Color vocabulary
Color ownership
Packaging change • Upgrade • A significant product line expansion
Packaging change • New product innovation
Packaging change
• Looks outdated
Packaging
Building brand equity:
• Directly: functional or aesthetic
• Indirectly: reinforce of brand awareness and image
How to create High – Impact Packaging
• Know your consumer.
• Take the big-picture approach.
• Understand that package aesthetics and function are both critical.
• Know your distribution channels.
• Educate management.
End of slide show © Team 5 - Brand