Presented by Nisha Hinduja Roll No - 72

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Presented by Nisha Hinduja

Roll No - 72
Brand elements serve to identify and differentiate the brand
from competitors.
Brand elements are also sometimes called brand identities.
Following are the main brand elements: brand names, URLs,
logos, symbols, characters, spokespeople, slogans, jingles, and
packages.
Brand elements help in:
a) Enhance brand awareness
b) Enhance associations
c) Encourage positive emotions and feelings

Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Brand name
Brand Logo

URLs
Mascots/ Characters/

Spokesperson
Jingles

Slogans
Colors
One of the branding's most
noticeable components is a band's
name
Brand name should be such that it
is easily pronounced, memorable,
meaningful, unique, etc.
Strong brand names create a strong
brand image in the minds of
consumers.
For example - Apple
Logos are visual icons or identities.
Color, design (symbol), and font style collectively make up a logo.
Helps a brand to create a differentiation for itself and for
customers to identify the brand based on its logo
Should be easily recognizable.
A brand's logo is a part of the brand’s identity and is something
which is present everywhere
1. Wordmark
2. Lettermark
3. Symbol
4. Combination
(Symbol &
Word)
5. Emblem

Uniform Resource Locator


(URL)

Specify locations of pages on


the Web.
Known as domain names.
Protect the brands from
unauthorized use in other
domain names.
Url is usually built around the
brand name or related to what
the brand is about.
One that takes on human or real-life characteristics.
Introduced through advertising and can play a central role in ad
campaigns and package designs.
Brand characters are colorful and imaginary symbols designed to take
human characteristics.
Brand characters are of two types: animated characters such as Chester
Cheetah and live-action figures such as Ronald McDonald. These
characters are usually shown through ads.

Brand characters are important in increasing brand awareness since they


are catchy and attention grabbers. Moreover, they show the fun and
interesting side of the brand which also helps in increasing the likability
and acceptance of the brand.

Spokespeople are well-known figures


or professionals in their respective
professions.
Celebrities have the ability to
capture viewers, fascinate them, and
generate the desired responses from
the general public toward particular
products.
A jingle is a short musical tune that is used in
advertisements.
Associates brand to the product with a catchy tune.
it leads to increased brand recognition.
Types of jingles:
1. Non-verbal jingles
2. Jingles adapted from famous songs
3. Brand signature tunes
4. Sign-off track
Slogans are short phrases that
communicate descriptive or
persuasive information about the
brand.
Slogans are described as "a
memorable statement expressing
an idea.
Helps in its recognition & recall
and help create brand
differentiation in consumers'
minds.
Entire set of brand elements makes up the brand
identity.
Cohesiveness of the brand identity depends on the
extent to which the brand elements are consistent.
Each brand element plays a different role in building
brand equity, so marketers should “mix and match”
to maximize brand equity.

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