Marketing Strategy Harnessing the Power of Brand Elements Essay Example

Marketing Strategy : Harnessing the Power of Brand Elements Essay American Marketing Association defines brand as a name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. According to Professor Kevin Lane Keller, Brand Elements are trademark-able devices that serve to identify and differentiate the brand. The most common brand elements are brand names, logos, symbols, characters, spokespeople, slogan, jingle, imagery, packages, colour, imagery, signage etc. It is important for marketers to realize the potential of using all the brand elements while endeavouring to build a brand. Most marketers tend to concentrate their resources only on brand names and logos and thus losing an opportunity to create and develop other brand elements which can act as a powerful differentiator. Successful brands take advantage of all their brand elements there by creating various points of impact in the mind of the consumer. Take the case of Absolut Vodka. This is a brand which used its simple trademarked Vodka bottle as a powerful brand element. Through consistent campaigns, the Absolut Vodka bottle was developed as a powerful differentiator for the brand. The trademarked bottle has become the most remembered and visible brand element for Absolut creating a distinct identity for the brand. The brand created lot of awareness, loyalty and consumer interest through the clever use of the vodka bottle in all of their campaigns. Marketers should be able to identify unique brand elements that can break the clutter and create an impression. We will write a custom essay sample on Marketing Strategy : Harnessing the Power of Brand Elements specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marketing Strategy : Harnessing the Power of Brand Elements specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marketing Strategy : Harnessing the Power of Brand Elements specifically for you FOR ONLY $16.38 $13.9/page Hire Writer While most of the brands chose to invest in common obvious brand elements like the name, logo etc, it would be wise to look for something different. A classic example of that can be seen in the branding of Vanish – which is the stain removing detergent brand of Reckitt Benckiser. The brand used colour Pink as the main brand element. Vanish uses the tagline â€Å"Trust Pink, Forget Stains â€Å"to promote the brand element. Vanish product is not pink in colour but the brand comes in a pink pack. The use of the â€Å"Pink† colour as the brand element acted as a powerful differentiator for Vanish. The association with Pink also increased the brand awareness and brand recognition in a highly cluttered detergent market Another important criterion for effective use of brand element is that it should be easy to memorize. The brand elements should be easy to remember and recall. The consumer should be able to remember the brand element and the element should aid in the recall of the brand during the time of purchase. Intel’s famous tagline â€Å"Intel Inside† is one such brand element which is easy to memorize and recall. The brand used this tagline and its logo very effectively in their promotions. ‘Intel Inside ‘tagline together the logo became a powerful brand element that created lot of brand recall and identity. Intel is also one brand that used its jingle (melody) as a powerful element. The five note melody has now become an indispensable part of the Intel branding. Intel carefully developed these brand elements through a 3 second animated jingle ( known as a signature Id, audio visual logo) which consisted displaying the logo and the five- note melody after every Intel ads ( Source – Intel Website). Over a period of time, these brand elements became so powerful that consumers will recall the brand once this melody is played. The brand elements thus created should be protected by the brand owners. Trademarked brand elements become powerful differentiators over time. Since these brand elements are protected, there need not be any fear about competitors copying those elements. Marketers should try to identify all possible opportunities to create brand elements. And while communicating the brand’s message, all these brand elements should be present in the communication. For example, Idea Cellular uses a wide range of brand elements in its communication. The brand uses its signature Yellow Colour, Taglines and slogans, brand ambassador and its signature melody in all their multimedia campaigns. All these brand elements have become popular over these years that consumers are now recognizing Idea Cellular when they see or hear any of these brand elements. Having a basket of strong brand elements also helps in tapping in the various promotional mixes more effectively. For example a popular character or a mascot can open up opportunities of promotion through merchandising. A popular jingle or a melody can help to promote the brand through radio, TV or even mobiles. So it is the job of the marketer to constantly look for creating new brand elements and thus giving new promotional opportunities for the brand. Brand elements have lot of strategic importance in branding. Marketers should take responsibility in identifying, creating and developing unique brand elements. Once created, these elements provide the brand with a powerful identity at a time when features and attributes are increasingly becoming commoditized.

Essay Sample on Meritorious Accomplishments - Important Information

Essay Sample on Meritorious Accomplishments - Important InformationThe Essay Sample on Meritorious Exemplary Accomplishments is a benchmark paper that will help you make your mark in the present world of academic arena. It will definitely instill confidence in you and most probably your classmates. By having this essay sample, you will have the chance to write an essay of some importance.For this reason, the Essay Sample on Meritorious Exemplary Accomplishments by the Administrative Judge has emerged as the most sought after resource in the examination process. The success or failure of the candidate depends upon how he writes the paper and if the essay is written well, then he would stand a chance of gaining a place in the famous university or college.Essays are usually chosen by the students as the most appropriate option, as they are meant to reflect their views and beliefs. Thus, it is expected that the essay should be written with care and diligence. It can also be said that the essay needs to be well researched to be able to produce a brilliant result.Essays are never so easy to write as some think. It is not as simple as one can write and without any effort. However, the essays that are written properly can fetch some degree of success in the present world of exams. These essays are always ready to learn and will never let the student feel out of place or out of touch.The essays can give the best feedback for the candidates who are in the process of writing. It will definitely leave a mark on the candidate's mind.The Essay Sample on Meritorious Accomplishments is the perfect product for the candidates who want to bring about a desired change in their lives. The essay will help them get a fresh start in life and also help them to break into the colleges. The Essay Sample on Meritorious Accomplishments is not only useful for those students who are looking forward to achieving a certain degree, but also the students who are looking forward to getting a good mark from their colleges.By getting a good performance in the essay, the students will be able to show their enthusiasm and commitment towards their subjects. If they manage to get a good mark, then they will be able to obtain some better job opportunities as well.The Essay Sample on Meritorious Accomplishments is intending to help the students find some information on how to write an essay effectively. It is also meant to make the students be aware of the many things which they can take into consideration while writing an essay. Moreover, the Essay Sample on Meritorious Accomplishments will help the students to find out the ways and means by which they can structure their essays.