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Brand Elements is also known as Brand Identity and refers to the visible components like logo, design, and colour.

Brand Elements help to differentiate a brand from that of the competitors in the minds of the consumer. It helps to create a positive brand image and product roll-outs a successful venture.

Brand Elements Importance

1. Boosts brand awareness
2. Create unique and favorable brand associations
3. Positive brand experience
4. Provides value to the brand equity

Brand Elements Selection Criteria

1. Memorability

Refers to eye-catching elements that are recognized and recalled quickly

2. Meaningfulness

Refers to an element that is persuasive and descriptive and can convey generic or explicit information

Example – E G Grammarly App

3. Likeability

An element that a customer finds tempting is due to its likeability. An individual will purchase a product if something appeals to him

Example – PUMA, PUBG, Foodpanda

4. Transferability

This element determines the point up to which the elements of the brand can be applied to new markets or new products

Example – Amazon Logo

5. Adaptability

It becomes important to update brand elements or give it a new look to keep up with the changing opinions, values and perspectives of the customer.

Example – Air India Maharaja

6. Protectability

This element refers to the point to which the brand elements are protected in a competitive and legal sense

Example- Starbucks suing SardarBuksh for similar-sounding logo and name

Brand Elements Types

1. Brand Name

Good means of communication as people remember them easily

Example – Google

2. Characters

Represent a particular brand symbol and can take on real-life characteristics

Example – Kellogg’s Tony the Tiger

3. Logos and Symbols

This visual element builds brand equity and includes trademark or corporate names.

Example - IBM

4. URL

Show specific location of pages on the web and comes in handy in gathering relevant information.

Example – Facebook

5. Jingles

Funny, catchy and easy-to-remember musical messages

Example- Oscar Mayer

6. Slogans

Short expressions expressing persuasive or descriptive data

Example - Snickers

7. Packaging

Designing the wrapper of a product that helps to identify a brand

Example - Kitkat

Brand Name refers to a name, symbol, or word that sets a product, service, or company apart and helps to distinguish it from competitor brands.

A brand Name is a legally registered trademark that provides verification and identification to the user.

Examples – Uber, Google, Shell

Types of Brand Names

Descriptive

Descriptive names are serviceable and functional as they define the position and the core competency of a brand appropriately.

Example – American Airlines, Pizza Hut

Evocative

Evocative names are creative and imaginative and use suggestions to show brand positioning in consumer minds.

Example – Google, Samsung

Invented

Invented names are fictional and distinctive as they offer creative freedom to choose a name that you find perfectly matching the brand’s personality or essence or core or simply something significant and appealing.

Example – Xerox, Zomato

Lexical

Lexical names can be a phrase, intentional misspelling, a foreign word, or a pun and are often modified for an additional impact.

Example – Dunkin Donuts, Moonpig

Acronym

Acronym names are functional but they lack emotions. They need effort and time to create a meaningful relationship with customers but once they do it proves long-lasting.

Example – IBM, IKEA

Geographical

Geographical names are tied to the place they have originated from and often reflect the cultural association of that region.

Example – American Express, HSBC

Founder

Founder names depict the name of the person who had a hand in its founding and these are easy to trademark

Example – Kellogg’s, Walt Disney

Naming Guidelines

Ease of Pronunciation

The brand names that are easy to pronounce and understand boosts brand awareness

Example –Uber, Google

Meaningfulness

The brand name should have some meaning and familiarity attached to it to set it apart in the competitive market so that consumers can easily recall and remember.
Example –Apple

Naming Procedure

Define the goals of the branding
Shortlist as many names as possible
Screen them to a manageable list
Analyze the available information
This is the time for a secondary analysis of the screened brand manes
This step is of final selection after going through all the steps

This video is on Brand Elements and it has the following sub-topics.

Time Stamps


00:22 - Branding
9:45 - Brand Elements
18:55 - Brand Name
25:04 - Brand Logo
32:15 - Brand Mascot
40:29 - Brand Jingle
44:29 - Brand Personality
48:21 - Brand Domain Name
55:49 - Brand Packaging
1:02:26 - Brand Mantra
1:06:28 - Brand Community