To brand a product, it is important to give it meaning for the consumers to label the product. Brands need to persuade the consumers that they provide a significant edge and competitive advantage (Keller, 2003).

Brands must have a logo, brand mark, or brand icon to symbolize their product and service. The perfect logo would have a distinctive design as well as functional features. It should stay clear and visible throughout promotional materials.

Alongside the logo, the most memorable element would be the tagline or slogan. It is used to reinforce the brand’s unique qualities in the minds of the public. It needs to define what the brand does and offer insight into the brand’s values (Slade-Brooking, 2016).

In order to establish the right brand identity, associations with the brand are needed. Along with raising brand awareness, this is needed to create a brand image. This is where brand personality can be used, which is the set of human characteristics associated with a brand. There are five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness (Aaker, 1997). For consumers, brand personality tends to serve a symbolic or self-expressive function (Keller 1993).

References:

Aaker, J. (1997) ‘Dimensions of Brand Personality’. Journal of Marketing Research, vol. 34, no. 3, pp. 347–56, Available at: <https://doi.org/10.2307/3151897>. Accessed 7 April 2022.

Keller, K. (2003) ‘Understanding brands, branding and brand equity’. Interactive Marketing, 5(1), pp.7-20.

Keller, K. L. (1993) ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’. Journal of Marketing, 57(1), pp. 1–22. 

Slade-Brooking, C. (2016) Creating a Brand Identity: a Guide for Designers. Laurence King Publishing, London. Available from: ProQuest Ebook Central. [7 April 2022].