ELEMENTS OF THE BRAND User - specific target market or
aspirational group that the brand
Trade Name: trademarked name becomes associated with
by which the product is to be
known
Generic category: category in
which the brand would fall under BRAND EQUITY
Logo: the visual symbol or image The value of the brand, ideally expressed
that will identify the product in the form of peso values. There is an
Tagline: an optional catchphrase offer to buy the brand. The brand
Visual cues: brands can also be happens to be owned by a publicly
represented with distinctive visual traded firm (market price – book value)
identifiers such as color BRAND VALUATION
Shapes: the actual shape or form
Since there is no clear way to estimate
of the product or packaging
brand in terms of monetary value.me e
Colors: used by marketers to help resorted to utilizing nonmonetary
evoke an emotion or even measure of hand value.
attention.
Marketers will have to construct their
Sounds: such as advertising own brand asset value by creating an
jingles, or even a very short intro index out of all these disparate metrics.
sound An index is a single number that
Scents: signature fragrances that summarizes the quantifications of
help to create a distinctive essential brand elements that have to be
atmospherics in the premises monitored It could be something like;
Tastes: special recipes or secret Brand Value Index = (Number of
ingredients Patrons) x.15+ (Number of Facebook
Likes) x .05 Average satisfaction rating
ELEMENTS OF LOGO DESIGN for brand) x 30...
Keep it simple - for versatility Once the index value is calculated, a
Make it relevant - appropriate marketer can compare this with previous
design (industry, market, periods performance in order to
audience) determine if the brand asset value is
improving or not. Note that there is no
Incorporate tradition - timeless single standard, or even industry
symbolic elements standards for the construction of brand
Aim for distinction - stand out value indices These indices are purely
(shape and form over color) for internal use and are not meant to
compare industry competitors unless an
Commit to memory
industry association emerges and
Think small - recognizable in every dictates an index formula for industry
size use.
Focus on one thing - avoid clutter Brand asset valuation can also be helped
LEVELS OF MEANING along by knowing the progressive levels
of brand equity:
Attributes - characteristics of the Brand awareness "I am familiar
product itself (softness, engine with this brand."
power, physical size, friendliness,
locations, design and colors) Brand acceptability "I like this
brand."
Benefits - what consumers stand to
gain from patronizing the brand Brand preference "I prefer this
brand."
Values - the core values that the
brand is identified with Brand loyalty "I will die if I do not
get this brand!"
Culture - refer to regional
identities Therefore, knowing that brand loyalty
trumps brand preference, which in turn
Personality-consumers are trumps acceptability, then metrics and
attracted to products with similar questionnaires can be designed to
personalities that they aspire to determine how consumers feel about the
have brand.
