How do people experience a BRAND?
- Name: The word or words used to identify the company, product, service, concept
- Logo: The visual trademark that identifies the brand
- Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.
- Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.
- Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.
- Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.
- Sounds: A unique tune or set of notes can "denote" a brand: NBC's chimes are one of the most famous examples.
- Movement: Lamborghini has trademarked the upward motion of its car doors.
- Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.
- Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.
Something else which is interesting... The NO-BRAND strategy...
Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. Examples include theJapanese company Muji, which means "No label" in English (from 無印良品 – "Mujirushi Ryohin" – literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 80s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.