Kellogg’s Brand Elements

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What Is A Brand?
A brand is the combination of properties within and outside a product
which gives an identity to the generic product. It cannot be separated
from the product.

Imagine if Tide starts producing soft drinks. Will you buy it?

Customers buy a brand. The tangible product is not the only reason
customers buy anymore. It’s now an important part of the brand.

Will you buy Coca-Cola, without any label, in a Sprite’s bottle?

The market is full of similar products. To make a product stand out, one
needs to assign to it some identification properties. Such identification
properties include certain associations like name, logo, colour, and many
other attributes. These branding attributes give the product a certain
personality, certain voice, etc, position the product at some distinctive
place in the consumers’ mind, and give them an experience whenever
they have contact with the brand.

Brand Elements
A brand, just like living beings, has certain traits. These are –

Brand Associations
The intangible features like the logo, colour scheme, ambassadors,
owners, etc. which are associated with the product. They help in the
positioning of the product.

Brand Name
The part of the brand which gives it a spoken identity. Just like a
person’s name.
Brand Attributes
The characteristics of a brand. The core values of the brand. To be a
strong brand the brand should have some characteristics (attributes) like
relevancy, consistency, appeal, sustainable, credibility, etc.

Brand Identity
How an organization feels of its brand. It’s basically an image of the
brand from the company’s point of view. That is, how it wants the
customer to perceive its brand.

Brand Image
The image of the brand in the customers’ mind. How they perceive the
brand.
Brand Personality
Just like humans, brands have a way they speak and behave. Brand
personality is basically the human personality traits of the brand. E.g.
honest, caring, luxurious, etc.

Brand Voice
The way a brand speaks to its customers. It is that unique and constant
feature included in every brand decision which makes your customer
recognize it and differentiate it from others. (E.g. Sprite, in India, has a
unique brand voice of being straightforward in everything) Brand
voice gives rise to the personality.
Brand Positioning
Where does the brand stand among the competition? Positioning is the
distinctive/unique position of the brand in the market/consumers’ mind.

Brand Experience
How customers/consumers experience the brands when they search for,
shop for, or consume the brand. It includes the sensations, feelings,
responses evoked by a brand whenever the consumer interacts with it.

Brand Awareness
Brand awareness is the extent to which consumers are acquainted with
a particular brand.
Brand Recall
Brand Recall is the ability of consumers to recognize the brand when the
product category is mentioned. (E.g. coca cola is recalled when soft
drinks are mentioned)

Brand Recognition
Brand Recognition is the ability of consumers to recognize the brand
when asked questions about that brand or when shown products of that
brand. (E.g. a product is shown to you and you’re asked if you’ve seen
this before or not or do you remember its name or not)

Brand Value
As the phrase states – Brand value is the value of the ‘Brand’ over and
above the tangible product. That is, how much extra will a customer pay
(in monetary terms) if he gets the product of a specified brand.

Brand Equity
The impact of a brand on the purchasing decision of a customer. Brand
equity is a set of brand assets and liabilities linked to a brand, which
adds to or subtracts from the value provided by a product or service. It is
how the business is affected because of perceptions, attitudes, and
preference of the customers towards the brand. Brand equity is difficult
to estimate.
Brand Management
The process of maintaining and management of a brand.

Brand Culture
A theory where the brand operates as a culture. It has its own set of
values, its guidelines, do’s and don’ts, etc.

Brand Promise
The benefits and experience which a business promises to associate
with a brand.
Brand Message
The message used to express the brand promise.
Brand Ambassador
A person/group of persons hired by the organization to represent a
brand.

Customer touch points

A customer touch-point is where the brand and the customer interacts.

The brand is represented by the various tangible elements that create and formulate a
visual, auditory, and olfactory brand identity resulting in the innate and inherent Brand
Elements.

For instance, the brand logo, tagline, color palette, all the marketing, and promotional
materials, letterheads, signage, messaging and communication, and so on are all tangible
representations of the brand that make up its sensory identity in the market and in the
minds of the customers.

As a full-service marketing agency with the best of experience and knowledge helping a
variety of clientele builds a discernible brand.

We often hear the word logo mentioned when the brand question arises and that’s because
the logo is the standard bearer for the entire brand experience and all the Brand Elements.

Yet there are so many more ways to experience a brand than just a logo or a tagline with it.

Table of Contents
Different Types of Brand Elements :
1) BRAND NAME
Brand Elements - 1
Brand name refers to the word, phrases or words used to identify the company, product,
service or concept and other core values of the brand.
On the facade, naming a brand may seem quite easy and simple. But coming up with an
iconic and innovative brand name is very difficult. Ponder about the brands such as Chevy,
Coca-Cola, Häagen-Dazs, and Target. Today, these words are monikers that are now an
understood part of our everyday normal language. And because consumers are willing to
pay more for products marked with these legendary brand names, those simple words are
worth millions now.

2) LOGO
To simply explain, a logo is a visual trademark that identifies the brand with its design
elements.

Also Read 8 Brands that really fatten you up

The Nike swoosh has become so well known that the word “Nike” no longer need to appear
with it for recognition as a brand name. The Morton Salt girl has been recognized since the
year 1914 even though she has been restyled almost six times. When you see a computer
with lit up apple on the back of its screen, you know the brand without even a brand name
written with it.

As mentioned earlier, a logo is the standard bearer for the entire brand experience and a
Brand Element that lives everywhere.

3) THEME LINE
A catchphrase or a tagline, such as Bounty’s “The Quicker Picker Upper” or Verizon’s “Can
you hear me now?” are quite very famous.

Essentially, theme lines such as “Just do it.” for Nike or “Don’t leave home without it.” for
American Express help to quickly state the brand position memorably in the minds of the
customers. Great theme or taglines have a long run rather than being changed every year.

4) SHAPE
Physical shape is like the distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle
that is both trademarked elements of those specific brands and can also be used as a brand
identity element.

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Dyson’s vacuum cleaners feature a unique ball on which they can maneuver quite easily.
The one-of-a-kind chunky Ugg boot has become a classic fashion item in the market. And
Airstream’s silver bullet trailers stand out quite aptly from their competitors’ products in the
market because of their rounded edges.

5) GRAPHICS
Graphics are those Brand Elements that can also bring a brand to our attention in a fraction
of a second. The dynamic ribbon is a trademarked part of Coca-Cola’s brand and Coach’s
unique pattern of “C’s” emboldens the look of most of their products in the market. Louis
Vuitton’s stylized flower pattern makes their luggage uniquely identifiable amongst other
products in the market. The red and tan plaid lining makes Burberry coats stand out from
plainer competition and are the favorite amongst the fashion lovers.

Also Read Customer Perception:Concept and Factors influencing customer perception

While they aren’t logos, graphics are the visual elements that serve to quickly identify a
brand without any need for words.

6) COLOR
Brand Elements - 2
Owens-Corning is the only brand of fiberglass insulation that can be pink in color. UPS’s
unique brown trucks and uniforms have become its trademarks and are quite easily
identified. Sephora cashiers wear one black glove with which they handle products before
giving them to customers making it the brand’s crucial Brand Element.

When used to its full potential, consumers instantly recognize a brand by color quite
specifically. It’s the reason Tiffany & Co. trademarked their robin egg blue in the year of
1998.

7) SOUND
Brand Elements - 3

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Sound or a unique set of notes or tones can also assist in forming a brand’s identity as the
crucial Brand Elements.

When a brand is mentioned, a jingle may come to the mind of the customers. For instance,
any sports fan would be able to recognize ESPN’s Sports Center introduction from the first
two notes of the jingle. A few other famous examples include “Um um good” for the
Campbells brand or the Intel Inside music tone.

8) MOVEMENT
Another Brand Element is the movement or how the product shifts, expands or condenses
in its nature and functionality.

Lamborghini, the automobile brand has trademarked the upward motion of its car doors.
Apple launched quite a revolution of screen interactions namely, the motion of two fingers
moving apart, which allows its users to enlarge images on their iPhones and iPods very
easily. The revolving motion within its suction chamber sets the brand Dyson’s bagless
vacuums apart from the other bagged vacuum brands.

While movement can feel like one of the more abstract brand elements, it shouldn’t be
overlooked at all.

9) SMELL
Brand Elements - 4
The smell of a brand also adds to the overall elements of the brand identity. For instance,
scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked or the fresh
handmade aroma of Lush Cosmetics.

Also Read What are Brand Characteristics?

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10) TASTE
Last but not least, taste is another one of the crucial Brand Element that you can use to
differentiate yourself in the market from the competition.

KFC has trademarked its special recipe of 11 herbs and spices for fried chicken since its
inception. McDonald’s is quite famous for their French fries. Soda fanatics swear they can
tell the difference between a Coke and a Pepsi quite easily.

In THE END, BRAND IDENTITY IS ABOUT MORE THAN A SINGLE BRAND ELEMENT.