Brand Management

Agenda

• Brand Elements

– – – – – – – Criteria for choosing brand elements Brand Names Logo’s and Symbols URLs Characters Slogans and Jingles Packaging

Nagesh Pai, Visiting Faculty, NMIMS University

Brand Elements??

• • • • • • • • • • Sometimes called Brand Identities Tradmarkable devices to identify and differentiate brands Brand names – URLs – Gangofgirls.com, Moneycontrol.com, Logos Symbols/ Characters – (Mascots and rings of olympics) Spokespeople Slogans Jingles Packages

Nagesh Pai, Visiting Faculty, NMIMS University

Criteria for choosing Brand Elements

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

Nagesh Pai, Visiting Faculty, NMIMS University

Criteria for choosing Brand Elements

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability Easily Recognized Easily Recalled

Nagesh Pai, Visiting Faculty, NMIMS University

Meaningful

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

Descriptive Persuasive

Nagesh Pai, Visiting Faculty, NMIMS University

Likability

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

Fun and Interesting

Rich Visual and Verbal imagery

Aesthetically pleasing

Nagesh Pai, Visiting Faculty, NMIMS University

Transferability

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

•Within and across product categories •Across geographical Boundaries and cultures

Nagesh Pai, Visiting Faculty, NMIMS University

Adaptability

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

•Flexible •Updateable

Nagesh Pai, Visiting Faculty, NMIMS University

Criteria for choosing Brand Elements

• • • • • • Memorability Meaningfulness Likability Transferability Adaptability Protectability

•Legally •Competitively

Nagesh Pai,...