Marketing Strategy : Harnessing the Power of Brand Elements

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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. 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 “Trust Pink, Forget Stains...
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