Brand element

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Mark elements (the Engl. Brand element ) denote all the design parameters of a brand for communication or marking of a service. "As creative expressions of brand identity , brand elements help to optimize the associations associated with a brand and to maximize recognition." Baumgarth also speaks of branding elements and Burmann and Meffert of brand performance elements . The brand elements include a. Word / figurative marks , brand names , Internet domains , slogans , jingles , logos , symbols and key images as well as product / packaging design and feel.

According to Kilian, a distinction can be made between primary and secondary brand elements: “While the primary brand elements make a brand a brand (mandatory branding), the optional secondary brand elements additionally enrich the brand identity (optional branding). Primary and secondary brand elements have in common that, as central input variables, they significantly shape Corporate Communications (CC), regardless of whether via the media (e.g. in TV spots or print ads) or personally (e.g. through the Field service or at events). "

Brand elements are almost always used in combination in product design and brand communication. In this context, one speaks of brand signals , e.g. B. a print advertisement that consists of the brand elements name, logo, shape, key image, font and key term.

literature

  • Kilian, Karsten (2010): The Sound of Success , How to Keep a Brand Orchestra in Tune with its MARKnum Opus, in: Bronner, Kai / Hirt, Rainer /ringen, Cornelius (Ed.): Audio Branding Academy Yearbook 2009/2010 , Pp. 37-56.
  • Esch, Franz-Rudolf (2010): Strategy and Technology of Brand Management , 6th edition, esp. Pp. 213–222.
  • Kilian, Karsten (2009): From Brand Identity to Audio Branding. In: Kai Bronner, Rainer Hirt (eds.): Audio-Branding - Brands, Sound and Communication , pp. 35–48.
  • Baumgarth, Carsten (2008): Brand Policy. Brand Effects - Brand Management - Brand Controlling. 3rd ed., Especially pp. 177-190.
  • Kilian, Karsten (2007): From brand identity to brand sound as a brand element. In: Kai Bronner, Rainer Hirt (Ed.): Audio-Branding. Development, application, effect of acoustic identities in advertising, media and society , pp. 54–69.
  • Meffert, Heribert / Burmann, Christoph / Koers, Martin (eds.): Brand management , identity- oriented brand management and practical implementation, 2nd ed.

Individual evidence

  1. ↑ Kilian, Karsten (2010): What are brand elements ?, in: Vertriebswirtschaft No. 8, p. 58
  2. ↑ Cf. also Esch, Franz-Rudolf (2010): Strategy and Technology of Brand Management , 6th edition, p. 213 and p. 216ff.
  3. ↑ See Baumgarth, Carsten (2008): Markenpolitik , 3rd edition, p. 177ff.
  4. ↑ See Burmann, Christoph / Meffert, Heribert (2005): Management Concept of Identity-Oriented Brand Management, in: Meffert, Heribert / Burmann, Christoph / Koers, Martin (Eds.): Markenmanagement , 2nd edition, p. 90
  5. ↑ Kilian, Karsten: From brand identity to brand sound as a brand element. In: Kai Bronner, Rainer Hirt (Ed.): Audio-Branding. Development, application, effect of acoustic identities in advertising, media and society , 2007, p. 56.
  6. ↑ See Kilian, Karsten (2010): What are brand signals ?, in: Vertriebswirtschaft, No. 9, p. 70.