RIZAL TECHNOLOGICAL UNIVERSITY

Cities of Mandaluyong and Pasig

SESSION NO. 2 / WEEK NO. 2

MODULE NO. 2: CHOOSING BRAND ELEMENTS TO

BUILD BRAND EQUITY

1. Different types of brand elements

2. General criteria for choosing brand elements
3. Key tactics in choosing different brand elements

Overview

This module considers how marketers choose brand elements to build

brand equity. After describing the general criteria for choosing brand elements,

we consider specific tactical issues for each of the different types of brand

elements and finish by discussing how to choose the best brand elements to

build brand equity.

COURSE TITLE: BRAND MANAGEMENT 1

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Study Guide

The following are the learners’ guide to complete this module:

 Learner should make time to read and understand the given

module.
 Don’t hesitate to ask relevant questions for better understanding
of the topics.
 You can find help with your friends, cousins and even your
parents but make sure you are the one who will do this module.
One on one monitoring will be done.
 Monitoring of student’s progress will be implemented through
mobile technology (group chat through messenger).
 Answer activity questions at the end of the module.

Learning Outcomes

At the end of this module, the students will be able to:

1. Identify the different types of brand elements.

2. List the general criteria for choosing brand elements.

3. Describe key tactics in choosing different brand elements.

COURSE TITLE: BRAND MANAGEMENT 2

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Topic Presentation

WHAT IS BRAND ELEMENT?

Brand elements, sometimes called brand identities, are those

trademarkable devices that serve to identify and differentiate the brand. The

main ones are brand names, logos, symbols, characters, slogans, jingles,

packages, and signage.

CRITERIA FOR CHOOSING BRAND ELEMENTS

In general, there are six criteria for brand elements. They are as follows:

1. Memorable / Memorability

 Easily recognized

 Easily recalled

2. Meaningful / Meaningfulness

 Descriptive

 Persuasive

3. Likeable / Likeability

 Fun and interesting

 Rich visual and verbal imagery

 Aesthetically pleasing

4. Transferable / Transferability

 Within and across product categories

 Across geographic boundaries and culture

COURSE TITLE: BRAND MANAGEMENT 3

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

5. Adaptable / Adaptability

 Flexible

 Updatable

6. Protectable / Protectability

 Legally

 Competitively

Memorability

Brand elements should inherently be memorable and attention-

getting, and therefore facilitate recall or recognition.

For example, a brand of propane gas cylinders

named Blue Rhino featuring a powder-blue animal mascot

with a distinctive yellow flame is likely to stick in the minds of

consumers.

Meaningfulness

Brand elements may take on all kinds of meaning, with either

descriptive or persuasive content.

Two particularly important criteria:

1. General information about the nature of the product category

2. Specific information about particular attributes and benefits of the brand

The first dimension is an important determinant of brand awareness and

salience; the second, of brand image and positioning.

COURSE TITLE: BRAND MANAGEMENT 4

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Likeability

Do customers find the brand element aesthetically appealing? Brand

elements can be rich in imagery and inherently fun and interesting, even if not

always directly related to the product.

A memorable, meaningful, and likable set of brand elements offers many

advantages because consumers often do not examine much information in

making product decisions. Descriptive and persuasive elements reduce the

burden on marketing communications to build awareness.

A classic example of developing a powerful set of brand elements is

Hershey’s candy-colored chocolate, M&M’S®. One the most famous slogans

of all time—“Melts in Your Mouth, Not in Your Hand”—reveals the key product

benefit.

COURSE TITLE: BRAND MANAGEMENT 5

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Transferability
 How useful is the brand element for line or category extensions?

 To what extent does the brand element add to brand equity across

geographic boundaries and market segments?

Adaptability

Because of changes in consumer values and opinions, or simply

because of a need to remain contemporary, most brand elements must be

updated. The more adaptable and flexible the brand element, the easier it is to

update it to changes in consumer values and opinions.

For example, logos and characters can be given a new look or a new

design to make them appear more modern and relevant.

Protectability

The sixth and final general consideration is the extent to which the

brand element is protectable—both in a legal and a competitive sense.

Marketers should:

 Choose brand elements that can be legally protected

internationally.

 Formally register chosen brand elements with the appropriate

legal bodies.

 Vigorously defend trademarks from unauthorized competitive

infringement.

COURSE TITLE: BRAND MANAGEMENT 6

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

TACTICS FOR BRAND ELEMENTS

A variety of brand elements can be chosen that inherently enhance

brand awareness or facilitate the information of strong, favorable, and unique

brand associations.

 Brand names

 Logos and Symbols

 Characters

 Slogans

 Packaging

BRAND NAMES
Brand names can be an extremely effective shorthand means of

communication. Whereas an advertisement lasts half a minute and a sales call

could run to hours, customers can notice the brand name and register its

meaning or activate it in memory in just a few seconds.

BRAND NAMING GUIDELINES

Selecting a brand name for a new product is certainly an art and a

science. Like any brand element, brand names must be chosen with the six

general criteria of memorability, meaningfulness, likability, transferability,

adaptability, and protectability in mind.

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BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Brand awareness - Brand names that are: simple and easy to pronounce

or spell, familiar and meaningful, and different, distinctive, and unusual can

obviously improve brand awareness.

1. Simplicity and Ease of Pronunciation and Spelling. Short names

often facilitate recall because they are easy to encode and store in

memory. Marketers can shorten longer names to make them easier to

recall. For example, over the years Chevrolet cars have also become

known as “Chevy,” Budweiser beer has become “Bud,” and Coca-Cola

is also “Coke.”

2. Familiarity and Meaningfulness. The brand name should be familiar

and meaningful so it can tap into existing knowledge structures. To help

create strong brand-category links and aid brand recall, the brand name

may also suggest the product or service category, as do JuicyJuice 100

percent fruit juices, Ticketron ticket selling service, and Newsweek

weekly news magazine. For example, it may be difficult to introduce a

soft drink extension for a brand called JuicyJuice!

3. Differentiated, Distinctive, and Unique. A brand name can be

distinctive because it is inherently unique, or because it is unique in the

context of other brands in the category. Distinctive words may be

seldom-used or a typical words for the product category, like Apple

computers; unusual combinations of real words, like Toys“R”Us.

Brand association - Because the brand name is a compact form of

communication, the explicit and implicit meanings consumers extract from it are

COURSE TITLE: BRAND MANAGEMENT 8

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

important. In particular, the brand name can reinforce an important attribute or

benefit association that makes up its product positioning.

BRAND NAMING PROCEDURES

A number of different procedures or systems have been suggested for

naming new products.

1. Define objectives. First, define the branding objectives in terms of the

six general criteria we noted earlier, and in particular define the ideal

meaning the brand should convey. Recognize the role of the brand within

the corporate branding hierarchy and how it should relate to other brands

and products. In many cases, existing brand names may serve, at least

in part. Finally, understand the role of the brand within the entire

marketing program and the target market.

2. Generate names. With the branding strategy in place, next generate as

many names and concepts as possible. Any potential sources of names

are valid: company management and employees; existing or potential

customers (including retailers or suppliers if relevant); ad agencies,

professional name consultants, and specialized computer-based naming

companies. Tens, hundreds, or even thousands of names may result

from this step.

3. Screen initial candidates. Screen all the names against the branding

objectives and marketing considerations identified in step 1 and apply

the test of common sense to produce a more manageable list.

COURSE TITLE: BRAND MANAGEMENT 9

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

4. Study candidate names. Collect more extensive information about

each of the final 5–10 names. Before spending large amounts of money

on consumer research, it is usually advisable to do an extensive

international legal search. Because this step is expensive, marketers

often search on a sequential basis, testing in each country only those

names that survived the legal screening from the previous country.

5. Research the final candidates. Next, conduct consumer research to

confirm management expectations about the memorability and

meaningfulness of the remaining names. Consumer testing can take all

forms. Marketers may survey many consumers to capture differences in

regional or ethnic appeal. They should also factor in the effects of

repeated exposure to the brand name and what happens when the name

is spoken versus written.

6. Select the final name. Based on all the information collected from the

previous step, management should choose the name that maximizes the

firm’s branding and marketing objectives and then formally register it.

LOGOS AND SYMBOLS

Although the brand name typically is the central element of the brand,

visual elements also play a critical role in building brand equity and especially

brand awareness.

Logos have a long history as a means to indicate origin, ownership, or

association. Logos range from corporate names or trademarks (word marks

with text only) written in a distinctive form, to entirely abstract designs that may

COURSE TITLE: BRAND MANAGEMENT 10

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

be completely unrelated to the word mark, corporate name, or corporate

activities.

Examples of brands with strong word marks and no accompanying

logo separate from the name include Coca-Cola, Dunhill, and Kit Kat.

Examples of abstract logos include the Mercedes star, Rolex crown, CBS

eye, Nike swoosh, and Olympic rings. These non–word mark logos are also

often called symbols.

Famous Philippine Icon and Logos

http://www.onedesignph.com/2009/11/10-famous-philippine-icon-type-logos.html

Benefits of Logos and Symbols. Logos and symbols are often easily

recognized and can be a valuable way to identify products, although consumers

may recognize them but be unable to link them to any specific product or brand.

COURSE TITLE: BRAND MANAGEMENT 11

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

CHARACTERS
Characters represent a special type of brand symbol—one that takes on

human or real-life characteristics. Brand characters typically are introduced

through advertising and can play a central role in ad campaigns and package

designs.

Memorable Classic Characters from Local Ads

https://www.spot.ph/newsfeatures/the-latest-news-features/70964/10-characters-philippine-advertising-
a1806-20170803-lfrm2

Benefits of Character. Because they are often colorful and rich in imagery,

brand characters tend to be attention getting and quite useful for creating brand

awareness.

SLOGAN
Slogans are short phrases that communicate descriptive or persuasive

information about the brand. They often appear in advertising but can play an

important role on packaging and in other aspects of the marketing program.

Famous Filipino Brand Names and Slogans:

 Andok’s Litson – “Pambansang Litsong Manok.”

COURSE TITLE: BRAND MANAGEMENT 12

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

 Banco de Oro (BDO) – “We find ways.”

 Cobra Energy Drink – “Hindi umaatras and may tunay na lakas.”

 Jollibee – “Bida ang sarap.”, “Langhap Sarap”

 LBC – “Hari ng padala.”

 Mega Sardines – “Tatak barko. Tatak sariwa!”

 Mercury Drug Store – “Nakasisiguro gamot ay laging bago.”

 Meralco – “May liwanag and buhay.”

 Metrobank – “You’re in good hands.”

 National Bookstore – “Laking National”

Slogans often become closely tied to advertising campaigns and serve

as taglines to summarize the descriptive or persuasive information conveyed in

the ads.

JINGLES
Jingles are musical messages written around the brand. Jingles are

perhaps most valuable in enhancing brand awareness. Often, they repeat the

brand name in clever and amusing ways that allow consumers multiple

encoding opportunities. Consumers are also likely to mentally rehearse or

repeat catchy jingles after the ad is over, providing even more encoding

opportunities and increasing memorability.

COURSE TITLE: BRAND MANAGEMENT 13

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Catchy Pinoy Jingles: https://pop.inquirer.net/43418/18-pinoy-commercial-jingles-we-all-sing

PACKAGING
Packaging is the activities of designing and producing containers or

wrappers for a product. From the perspective of both the firm and consumers,

packaging must achieve a number of objectives:

 Identify the brand.

 Convey descriptive and persuasive information.

 Facilitate product transportation and protection.

 Assist in at-home storage.

 Aid product consumption.

Packaging Can Influence Taste. Our sense of taste and touch is very

suggestible, and what we see on a package can lead us to taste what we think

we are going to taste.

Packaging Can Influence Value. Long after we have bought a product, a

package can still lead us to believe we bought it for a good value. First, most

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BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

people believe the bigger the package, the better the price per ounce. Yet even

the shape of a package can influence what we think.

Packaging Can Influence Consumption. Studies of 48 different types of

foods and personal care products have shown that people pour and consume

18–32 percent more of a product as the size of the container doubles.

Packaging Can Influence How a Person Uses a Product. One strategy to

increase use of mature products has been to encourage people to use the

brand in new situations, like soup for breakfast, or for new uses, like baking

soda as a refrigerator deodorizer. An analysis of 26 products and 402

consumers showed that twice as many people learned about the new use from

the package than from television ads.

Guided Exercises / Learning Activities

PARTNER / PAIR DISCUSSION

Instruction:

1. Find your partner to answer the assessments in Module 2.

2. Only one of you will submit / upload the answers to the

assessments in the google classroom.

3. Don’t forget to indicate both your names to the answer sheet that

that will be uploaded / submitted.

4. Make sure to discuss your answers because you will get the same

score.

COURSE TITLE: BRAND MANAGEMENT 15

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

Assessment

SHORT DISCUSSION / ESSAY

Instruction: Write your answer on the spaces provided. Explain it clearly and
concisely.

1. Pick 5 brands and enumerate all its brand elements. (20 points)

2. What is/are your favorite brand character/s and why? Both partners will
give their favorite character/s and will explain why. (20 points)

Answer 1: Your name (10 points)

Answer 2: Your partner’s name (10 points)

COURSE TITLE: BRAND MANAGEMENT 16

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

3. Think/create your own slogan. Give only 3 slogans. (10 points)

1.

2.

The following rubric will be used to grade your output:

Features Expert Accomplished Capable Beginner

10 Points 8 Points 5 Points 3 Points

Content / Quality of Answer was Answer was written Answer had little Answer had no
Writing written in an in an interesting style or voice style or voice
extraordinary style and voice
style and voice

Very well Somewhat Have a little Unable to express

explained and explained and knowledge but thoughts and very
well organized organized poorly organized poorly organized

Grammar Usage & No spelling, Few spellings and A number of So many spelling
Mechanics punctuation or punctuations errors, spelling, punctuation and
grammatical minor grammatical punctuation or grammatical errors
error errors grammatical errors that it interferes with
the meaning

PERFECT SCORE: 50 points = 100%

COURSE TITLE: BRAND MANAGEMENT 17

BRAND MANAGEMENT
 RIZAL TECHNOLOGICAL UNIVERSITY
Cities of Mandaluyong and Pasig

References

Keller, Kevin Lane, Fourth Edition, Strategic Brand Management

Folkes, Valerie, et. al. “When to Say When: Effects of Supply on Usage,” Journal of
Consumer Research, 20 December 1993, 467.

Castro, Alex (2017). 10 Memorable Classic Characters from Local Ads. Retrieved
September 24, 2020 from https://www.spot.ph/newsfeatures/the-latest-news-
features/70964/10-characters-philippine-advertising-a1806-20170803-lfrm2

One Design Philippines (2009). 10 Famous Philippine Icon & Type Logos. Retrieved
September 24, 2020 from http://www.onedesignph.com/2009/11/10-famous-
philippine-icon-type-logos.html

Lasic, Gillian et al. (2017). 18 Catchy Pinoy Jingles that you’ll sing eve in your sleep.
Retrieved September 24, 2020 from https://pop.inquirer.net/43418/18-pinoy-
commercial-jingles-we-all-sing

COURSE TITLE: BRAND MANAGEMENT 18

BRAND MANAGEMENT