Professional Documents
Culture Documents
Summarize associations
Aid retrieval of brand information
Simplify new learning
2
Brand Elements
Brand
URLs
names
Slogans Elements
Logos
Characters Symbols
Brand Elements Choice Criteria:
General Considerations
Memorable Adaptable
Easily Recognized Flexible &
Easily Recalled Updateable
Meaningful Protectable
Credible & Suggestive Legally
Rich Visual & Verbal Competitively
Imagery
Transferrable
Appealing Within & Across Product
Fun & Interesting Categories
Aesthetics Across Geographical
Boundaries & Cultures
Brands. What’s in a Name ?
Brand Name
“Is there a
particular type
of name that will
guarantee brand
success ?
Some strong Brands
Coca Cola
IBM
Schweppes
Marlboro
Kodak
Mercedes
Lexus
Actual words
Energizer
Coined (Descriptive)
Microsoft
Coined (Abstract)
Maytag
Acronym Names
GE
Logos and Symbols
Word Marks:
Abstract Logos:
Literal Logos:
Apple Company was born on April 1, 1976
(mid-1980s)