Essay About Brand Elements And Special Type Of Symbol

Brand Elements Are Trademarkable Devices That Serve to Identify and Differentiate That Brand
Brand elements are trademarkable devices that serve to identify and differentiate that brand.
The main six criteria for choosing brand elements:
Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability
Brand Names:
Fundamentally important as it often captures the central theme or key association of a product in a compact and economical fashion
Effective shorthand device
Can be noticed and its meaning registered or activated in memory in a few seconds
Most difficult brand element to change
A good brand name constitutes
Be memorable and easy to pronounce and spell
Describe the brand and its attributes
Brand Naming Process
The Role of Logos
Graphic design element that is related to the brand name
Companies use logos with or without brand names
Not all brand names possess a distinct logo but many do
e.g., the Nike swoosh, Ralph Lauren’s Polo
Benefits of logos
Easily recognizable = valuable way to identify products
Versatility: non-verbal, can be updated and transferred
Abstract = relevant and appropriate in a range of categories
Can be used when the use of the full name is restricted
Can be easily changed to achieve a contemporary look
Remember, if updating logos:
Make gradual changes
Do not lose sight of the inherent advantage of the logo
It is not cheap!
Characters
Special type of symbol: takes a human or real-life character
Typically introduced through advertising
Play a central role in ad campaigns