3.0 BRAND POSITIONING AND VALUES

3.1 Bagman Brand Elements

Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and its business, from the eyes of the consumers.
Brand elements play an important role in brand-building, where it might influence the minds of consumers who doesn’t need or use product information in making purchase decisions. A brand should be easy to recall but at the same time descriptive and persuasive in order for consumers to repeat purchases and be confident that they are familiar with the brand. In Bagman’s case, we have identified a few brand elements that are used, which are the Brand Name, Logo, Tagline and Designs.

3.1.1 Brand Name

A Brand name is the part of the brand that can be spoken, including letters and words. Usually, what is understood is that brand names simplifies shopping, guarantees a certain level of quality and allow the brand’s self-expression. The importance of a brand name are usually that it deliver the message of the brand clearly, confirming the brand’s credibility and connects to the brand’s targeted prospects emotionally, motivates the consumers, strengthening consumer loyalty and most importantly, the brand name defines the attributes of the product.

“Bagman” is the brand name, where it represents the entire brand itself, and the logo is the brand name. Choosing the brand name to be symbolised as the logo is a smart move on Bagman’s part, as it strengthens the brand awareness and recall for consumers. Analysing the brand name,