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Brand Elements Are Trademarkable Devices That Serve to Identify and Differentiate That Brand

Autor:   •  April 19, 2019  •  Essay  •  386 Words (2 Pages)  •  465 Views

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Brand elements are trademarkable devices that serve to identify and differentiate that brand.

The main six criteria for choosing brand elements:

• Memorability

• Meaningfulness

• Likeability

• Transferability

• Adaptability

• Protectability

Brand Names:

• Fundamentally important as it often captures the central theme or key association of a product in a compact and economical fashion

• Effective shorthand device

• Can be noticed and its meaning registered or activated in memory in a few seconds

• Most difficult brand element to change

A good brand name constitutes

• Be memorable and easy to pronounce and spell

• Describe the brand and its attributes

Brand Naming Process

The Role of Logos

• Graphic design element that is related to the brand name

• Companies use logos with or without brand names

• Not all brand names possess a distinct logo but many do

• e.g., the Nike swoosh, Ralph Lauren’s Polo

Benefits of logos

• Easily recognizable = valuable way to identify products

• Versatility: non-verbal, can be updated and transferred

o Abstract = relevant and appropriate in a range of categories

• Can be used when the use of the full name is restricted

• Can be easily changed to achieve a contemporary look

• Remember, if updating logos:

o Make gradual changes

o Do not lose sight of the inherent advantage of the logo

o It is not cheap!

Characters

• Special type of symbol: takes a human or real-life character

• Typically introduced through advertising

o Play a central role in ad campaigns

...

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