Elements of a brand
This lesson covers the key elements of a brand that form the brand’s identity – name, logo, symbol, color, and design and the process to create brands.
We’ll see that a brand can convey up to six levels of meaning and the key challenge is to develop a set of positive associations for a product that’ll make it distinct.
So what are the elements of a brand?
a) Brand name: – this is the word or words used to identify a company, product, service, or concept For example, the company ‘Coca cola’ makes brand names like Coke, Fanta, and Sprite.
b) The Logo: – this is the visual trademark identifying the brand. Kenya Airways’ logo is recognized across Africa.
c) A Tagline or Catchphrase: – this is the statement providing the customers with a reason to buy. For coke – Open happiness; Cooperative Bank – We are you.
d) Graphics: – these are the images that identify your product. For example, the dynamic ribbon is a trademarked part of Coca-Cola’s brand. Graphics may also include ‘shapes’ like the distinctive shapes of Coca-Cola bottles.
e) Colors: – Your brand colors can become synonymous with your products like the dark blue and white is associated with Nivea products.
f) Tastes, like Kentucky Fried Chicken’s trademarked special recipe are also key brand elements of KFC brand.