Activity 3.1: Brand Elements

Purpose:

Understanding your brands elements is key to understanding how you can strengthen your brand and build brand equity. This activity is designed to help you examine the existing brand elements and highlight gaps that may exist. Completing this activity will help you with your next assignment: Developing a Brand Brief.

Brand: BMO

Instructions:

1. Use the brand that you are working with in Assignment #1 Brand Research and Analysis
2. Use the worksheet provided at the end of this document. Start by identifying all of the elements that your brand has.
3. For each element:
   1. Fill in the Description section. In this box describe the specific element e.g. describe the elements colours, look, feel, language. You can include graphics if that is helpful (i.e. for logos, fonts, etc)
   2. Examine each brand element, and consider how effective it is in each criterion area. Write a few words in the appropriate box to describe how well the element meets the criteria.
   3. Give the brand element a score from 0 (element does not exist) to 5, (element does an outstanding job of meeting this criteria).
   4. After completing all of the criteria for the element, add up the scores and put them in the TOTAL box.
   5. After examining the element, and after looking at how it scores, answer the question: Does the element strengthen the Brand and Increase Brand Equity?
   6. Based on your answer, your scores, and your critical thinking make a decision whether you would leave the element as it is (KEEP), change the element in some way (CHANGE), ADD the element, if it doesnt exist. Or DELETE if you would get rid of the element entirely. Fill in your response.
   7. Explain your choice.
   8. Repeat this procedure for each element in the matrix.

BRAND NAME:___Bank of Montreal_____________

Criterion	Brand Names & URLs	Logos and Symbols	Characters	Slogans and Jingles	Packaging and Signage
Description of Element
Memorability
Memorability Score (0-5)
Meaningfulness
Meaningfulness Score (0-5)
Likability
Likability Score (0-5)
Transferability
Transferability Score (0-5)
Adaptability
Adaptability Score (0-5)
Protectability
Protectability Score (0-5)
TOTAL SCORE / 30
KEEP CHANGE ADD DELETE (and explain why)

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