How to Choose Brand Elements?

Introduction

Let's first define what brand elements are. So brand elements are the elements that give a trademark to a particular product. It makes the brand distinguishable from the rest of the lines of the same product in the market. Every customer can identify that particular product from the rest. So brand elements are the features of the product that identify and differentiate the brand.

For example, Nike has a different swoosh logo with the encouraging just do it slogan, and the name is chosen because it is taken from the name of the winged goddess of victory.

Marketers should select brand elements in such a way that they can grab as much brand equity as possible. The process of building a brand happens through the proper selection of brand elements.

The brand elements should be chosen in such a way that whoever sees them generates a positive vibe about the product and, in the same way, generates as much brand equity as they can. A brand element is best tested when it provokes too many responses and conveys too many enriching associations.

Sometimes the name alone can form a certain picture in the customer's mind that he is bound to buy that particular product. For example, Lakme, the name itself, is sufficient to buy the product. Maggi, the name itself, paints a particular picture in the customer's mind: that it can be prepared in 2 minutes.

Criteria for Choosing Brand Elements

Now let’s quickly move on to the criteria through which we can choose the brand elements.

There are a total of six bullet points for choosing brand elements. Among these, the first three - memorable, meaningful, and likable - are associated with brand building. The latter three - transferable, adaptable, and protectable - are associated with how to build defensive power while tackling opportunities and constraints.

Now let's discuss all six one by one −

Memorable

Let's ask ourselves how a brand element is easily recognizable by us at both the time of purchase and production. Short brand names such as Lux and Maggie are easily memorized.

Meaningful

When we select a particular brand element for a particular product, we have to remember that it should be credible and furnish meaning to that particular product. The brand element should suggest a particular meaning to the product that it is providing in the market.

It should also replicate the person or consumer who is going to use the product. For example, Maggie's Two Minutes recipe reminds everyone that when they are hungry, they can grab a quick bite of it.

Likable

Now the brand element should be appealing both verbally and visually and in a variety of different ways. A brand name such as Scorpio or Tata evokes a certain image in the customer's mind and compels them to buy the product.

Transferable

A particular product base has a variety of products. So the brand elements should be chosen in such a way that they can be transferred to other categories of products. It is important because it is necessary to introduce new products in the same or different categories. Let's take the example of Amazon.

It was initially an online bookseller. It didn't want to be called an online bookseller, and the rest is history. Amazon is named after the world’s longest river, and the name suggests that a wide variety of products can be shipped anywhere in the world. The brand name suggests that it provides a wide variety of products.

Adaptable

The brand elements are chosen in such a way that they are easily adaptable and updatable by the customers. Let's take the example of Lifebuoy, which was launched in 1895. Initially, it was launched as a red brick-colored soap with a cresylic perfume, and it underwent several changes over the years.

The biggest change took place in 2002 when the brand was re-established in the markets with new formulations in color, fragrances, and packaging to make the brand more contemporary.

With the relaunch, Lifebuoy made a great step in positioning the product as the victorious male concept of health to a deeper and more versatile benefit of the entire family. Although everything has been established, it promotes the same aim of maintaining the health of the family.

Protectable

The brand elements should have certain legal rights so that they do not become generic. There are millions of products with different brand names. So it should be legally established on the market.

Conclusion

So brand elements are important to better promote a product in the market. It should be chosen with great care so that it is easily established and protected in the market. Brand elements are an important part of branding and developing a particular product in the market.

It should be memorable so that it can easily come to any person's mind. It should be meaningful so that it can transfer the same meaning to the consumer that the producer wants. Brand elements should be constructed in such a way that they are easily liked by different consumers. Apart from brand establishment, brand security is also important. So it should be adaptable, transferable, and protectable.