Lecture 04: Choosing Elements To Build Brand Equity: MMKT 641: Strategic Brand Management Kusom Mba

MMKT 641: Strategic Brand Management
KUSOM MBA
Summer 2020
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Lecture 04: Choosing Elements to

Build Brand Equity
© Sujan R Shrestha, KUSOM 2020.

Building Customer-Based Brand Equity
Brand knowledge structures depend on . . .
The initial choices for the brand elements
The supporting marketing program and the manner by
which the brand is integrated into it
Other associations indirectly transferred to the brand by
linking it to some other entities

Brand Elements
A variety of brand elements can be chosen that

inherently enhance brand awareness or facilitate the
formation of strong, favorable, and unique brand
associations:
Brand Name
and URLs
Logo
Symbol
Logo
A logo (Greek λογότυπος = logotypos) is a graphical

element, (ideogram, symbol, emblem, icon, sign) that,
together with its logotype (a uniquely set and arranged
typeface) form a trademark or commercial brand.
Typically, a logo's design is for immediate recognition,
inspiring trust, admiration, loyalty and an implied
superiority.
The logo is one aspect of a company's commercial brand,
or economic entity, and its shapes, colors, fonts, and
images usually are different from others in a similar
market.
Logos are also used to identify organizations and other
non-commercial entities.
Symbol
Symbols are objects, pictures, or other concrete

representations of ideas, concepts, or other abstractions.
For example, in the United States, Canada, Australia and
Great Britain, a red octagon is a symbol for "STOP".
Common examples of symbols are the symbols used on
maps to denote places of interest, such as an aero plane
to indicate an airport, fork and spoon used to represent
restaurant etc.
All languages are made up of symbols.
CAT
The word "cat", whether spoken or written, is not a cat
but a sequence of symbols that represent a cat.
Brand Elements
A variety of brand elements can be chosen that inherently

enhance brand awareness or facilitate the formation of strong,
favorable, and unique brand associations:
Brand Name Character

and URLs
Logo
Symbol
Brand Elements

and URLs Packaging
Logo
Symbol
Brand Elements


and URLs Packaging
Logo Slogan and
Symbol Jingles
Brand Elements
1998: Coca-Cola always the real thing! (UK)

1999: Enjoy. (also used in the UK)
2001: Life tastes good. (also used in the UK)
2003: Real. (also used in the UK)
2005: Make It Real. (also used in the UK)
2006: The Coke Side of Life
2009 - 2015: Open Happiness
2016: Taste The Feeling
Brand Elements
2008-2009: Something for Everyone

2009: Refresh everything and (during many
commercials) Every Generation Refreshes The World
2010: Every Pepsi Refreshes The World”
2011: Summer Time is Pepsi Time
Born in the Carolinas”
2012: Where there’s Pepsi, there’s music, Live For
Now”, Change The Game”
The Best Drink Created Worldwide”
2015: Out of the Blue / The Joy of Pepsi-Cola
2018: For the love of it
2019: Live for now
Brand Elements Choice Criteria:
General Considerations
Memorable • Adaptable
Easily Recognized – Flexible & Updateable
Easily Recalled • Protectable
Meaningful
– Legally
– Competitively
Credible & Suggestive
• Transferrable
Rich Visual & Verbal
– Within & Across
Imagery
Product Categories
Appealing – Across Geographical
Fun & Interesting Boundaries & Cultures
Aesthetics
Group Assignment 2
1. Make a list of brand slogans (any 3) and analyze what each

communicates, and explain why the parent firm would select
it.
2.a Design and Develop brand elements viz. brand name, logo
and symbol, slogan, package etc. and, if appropriate,
character for any new product or service of your choice.
Discuss how the elements would change if the target market
changed.
2.b Discuss competing brands of your product / service. Also
discuss the similarities and differences between them, as
well as the pros and cons of each.
Due: Next week

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MMKT 641: Strategic Brand Management

You are with: $

Lecture 04: Choosing Elements to

© Sujan R Shrestha, KUSOM 2020.

Brand knowledge structures depend on . . .

The initial choices for the brand elements

The supporting marketing program and the manner by

which the brand is integrated into it

Other associations indirectly transferred to the brand by

linking it to some other entities

A variety of brand elements can be chosen that

A logo (Greek λογότυπος = logotypos) is a graphical

Symbols are objects, pictures, or other concrete

A variety of brand elements can be chosen that inherently

Brand Name Character

A variety of brand elements can be chosen that inherently

A variety of brand elements can be chosen that inherently

Brand Name Character

1998: Coca-Cola always the real thing! (UK)

2008-2009: Something for Everyone

1. Make a list of brand slogans (any 3) and analyze what each

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