Internal Branding Elements

A branding can be classified based on the main branding elements which are used by the companies, additionally, we should look at the branding elements separately, because it is complicated to define, what does the brand is. Moreover, we will look closer at approaches, how the elements should be executed in order to achieve successful and competitive branding. Branding elements are used as an attributes in order to create a particular associations in customers’ minds. A successful brand will show, communicate and deliver a benefit of its services and company in general towards customers, partners and owners through those elements. Nevertheless also the internal branding elements are important, because companies have to be proud of their values,

It has to be in a line with the companies branding value and the value positioning. There are several basic rules in a creation process, for instance, the name has to be easy to pronounce and it should not have another meaning in a different language. Brands` name has to have a particular association with another word, for instance, Volvo – safe, BMW – an exploitations quality. In a name creation process companies can choose to create their brand name based on some person’s name, a place, a life style or to create a new name which did not exist before, a commonly used words, hybrid words or acronym words.

Choosing word which did not exist before. There are a several positive and negative attributes of choosing an illogical or newly created name for a company. Firstly this kind of word does not have the past, it does not mean anything, but if you are determined and successful enough, it can turn into an industry. For instance, as it happened with brands Pampers and Kleenex. Advantage is that, it is easier to use worldwide, because there is a lower possibility that this word might mean something else in some other

Therefore, in this chapter is theoretical information about a successful use of design elements in branding, design is not only visual elements, it is about how the things are crafted. It is both liquid and label, the name as well as the surface. It means that the design of a brand is much more that the colors and the shape of the package. It has to be connected with the product and it has to be included in the product. Both design and product have to carry the same level of quality and values. It is quite common that when the company says it is doing rebranding, what they actually are doing is creating a new fresh design not the brand. Markets are crowded with different kinds of visual elements and advertisements. The key for successful visual part of branding is consequence would wise from companies’ perspective to use logotypes and symbols in their communications with customers, partners and society. It has to be iconic, and include symbols of field, particular customer service and behavior complex. Companies can choose to use a particular person which represents them and is the so called brands faces. When it comes to colors, the most important thing is the role of the color in the whole brand experience and how it supports other parts of brand. Particular colors can increase the reconcilability of a brand. There are companies which use the same color in every