Brand Element Leads to Brand Equity

Information Management and Business Review Vol. 4, No. 4, pp. 223-233, Apr 2012 (ISSN 2220-3796)

Brand Elements Lead to Brand Equity: Differentiate or Die
Mosarrat Farhana University of Dhaka, Bangladesh [e-mail] Abstract: The aim of this paper is to discuss brand elements and to explore its contribution to brand equity based on some relevant research reviews and some examples of prominent brands where brand elements have played a significant role to reach consumer’s head and heart. Brand is a combination of name, symbol or design, which creates a distinctive identity to consumers within a crowd of choices through its different brand elements. A distinctive or unique offering as well as get-up of a brand is the primary key of survival from the immature death in competition. Differentiating approach of different brand elements always cause a high level of brand awareness and familiarity among target consumers and later on individually or collectively, brand elements work as clue to consumers to recall and recognize the brand. Proper integration of both strong and weak brand elements of a brand contribute to brand equity, which has been focused here through some literature reviews. Keywords: Brand, brand elements, brand equity, brand recall, brand recognition 1. Introduction The word ‘Brand’ has become an integral part of our daily life. We start a day with branded toothpaste and end it with several branded durable and non-durable goods and services. Whatever the product or service, when it becomes a brand, it promises a particular level of quality, trust-worthiness and distinctive position among a dizzying array of choices. We, today’s consumers, are bombarded with tyranny of choices and over communication. The bond between consumer and a strong brand mostly depends on high level of brand awareness and its positive unique association with consumer’s memory. Thus, even in case of a low involvement buying decision-making, brand awareness plays a vital

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