Name:Manoj Karande Roll NO:2714139 Section MR(B) isbj ±cms
Elements of a Brand Brand elements are those trademark factors that serve to identify and differentiate the brand. Some of the most important brand elements are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage.
The factors pertaining to brand elements are as follows: y
y
y
y
y
y
y
Distinguish
the product from competitive brands Memorable and easy to pronounce Easy to say, spell and pronounce It should allude to the product Negative or offensive references should be avoided. Evoke positive mental image Evoke positive emotional reaction
y
y
y
y
y
Suggest
product function or benefits
Simple Sound
appropriate Be unique Possibly, translate well in other languages too.
Brand elements of Fast Track watch Titan
Industries is a joint venture between the Tatas and Tamil Nadu Industrial Development Corporation (TIDCO) and was incorporated in 1986
Titan re-launched their 'Fast Track' brand of watches aimed at the 16-22 age group. This group consist of youth and therefore branding is done considering the necessity, excitement , passion fast moving life ,fashion trends ,etc of the youth . Here the elements of brand are used to highlight the feeling of belongingness and being attached to someone ,achievement with a right direction and speed and being up to the mark of current trendy fashion wear¶s .The latest fashion trend is also
considered while positiong .the watches are being advertise with latest fashion trends of denims etc .
Brand Name: TitanFast Track watch The
brand name Titan is classical and is based on Greek mythology. It is also means one of the achievement.Fast Track (watch) implies here for ones faster achievement .This is current passion of youths and the name fast track create a thought of fastest achievement along with a right ideology of chosing a right path .youth need everyting alongwith a pace which truly justifies the fast life of 21 century .
Meaning: Titan personifies anything of size, strength, or achievement. This is the association Titan has always sought to achieve and has been successful in it.
Memorability: The name is easy to recall and recognize .Fast track is a word which soon become knowing and has a longer impact and memory in the mind of youth .
Likeability: The brand name is easy to recall and recognize and is inherently descriptive and persuasive .The vigor,speed, and the excitement which depicts in the brand name makes it more likeable amongst the youth . The product range for girls is inspired by sexy silhouettes and fashion trends like halter necks and spaghetti straps. Styles for guys are inspired by biking. The range is targeted at the trendy, fashionable and opinionated teenagers; aptly accessorizing their wildest imagination.
Transferable: The
name Titan means achievement and anybody wearing a Titan Fast Track Watch is an achiever is what is communicated along with the right direction and pace . It can easily be applied across all product categories and geographies. The gamut of watches having wide range of Fast Track watch. . The range consists of more than 25 styles in over 80 models that will see constant refreshment throughout the year . Legally Protected:
Evoke
The
brand name is legally protected in watches.
positive emotional reaction :=example it is encouraging
students to start a collection of the Fast Track rang. It opens with a professor taking attendance and receives the standard 'Yes Sir!' reply from the called persons-until the guy wearing a Fast Track watch raises his hand to answer, all the pretty girls in various voice connotations call 'Yes Sir' on his behalf, with one of them repeatedly doing so. The embarrassed guy covers his face during the calls after which you get a flash of various models available and voice over enquiring the colloquial catch phrase, "How many you have?"
Uniqueness:- everywhere young people are today - clothing, mobile phones, the coolest hangouts... and now even on your wrist! Accessorizing has always been a symbol of expression for today's youth so it's completely natural that we should come together with Fastrack, another brand that connects with youth at so many levels. Watch out for more (pun intended)!,This is being targeted by Fast Track Watch .
Logo: The
ubiquitous blue-colored Tata logo which was designed by
the Wolff Olins consultancy was given a modification to make it more Greek like , shortening the circle around to make a base and giving it black and grey color combinations and the titan logo was born The logo represents fluidity; it may also be seen as a fountain of knowledge, also as a tree of trust under which people can take refuge as with the blue Tata logo . Slogan: Titan
Whats your style?
was launched in 1987 when watches were seldom stylish
and catered to the basic need of knowing the time. Titan Fast track Watch also brings about the style concept. Jingle: Mozarts Fifth Symphony Titan
has a typical signature tune taken from Mozarts fifth
symphony. Titan pioneered the concept of gifting watches and with the signature tune the watches caught the attention of many.
