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

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