What are the elements of a brand?
1. Legal instrument
Mark of ownership with name, logo, and design as well as trademark.
2. Logo
Name, term, symbol, and design which emphasises product characteristics.
3. Company
Recognisable corporate name and image, and defines the corporate personality.
4. Risk reducer
Confidence that the expectations will be fulfilled.
5. Identity system
More than just a name and holistic structure that includes the brand's personality.
6. Image in consumers' minds
Consumer centred and the reality is the consumer's perception.
7. Value system
Consumer relevant values imbue the brand.
8. Personality
Psychological values that are communicated through PR and packaging.
9. Relationship
Consumers have an attitude towards the brand and the brand towards the consumers.
10. Adding value
Non-functional extras, value satisfier, aesthetics.