Question

Find examples of brand identifiers that do not contribute to a brand’s equity.

Find examples of brand identifiers that do not contribute to a brand’s equity. This one will really push you to apply a critical lens to elements of the brand. For example, I used to live in Lansing, Michigan, just down the street from the storied Fisher Body plant... every Oldsmobile that came out of the plant had a small plaque in the edge of the door that read 'body by Fisher' with a horse carriage on it. The brand identifier seems to have done nothing to enhance the Oldsmobile brand, nor did many people know much about the Fisher Body plant.

Identify the brand, then the identifier that appears to offer no benefit to the brand's equity and explain why you find that it does not.

Answer 1

Following are some of the Brand Identifiers that appear to offer no or very less benefit to the brand's equity -

Dr. Pepper drink's slogan is ''It's not for women''. It is not very supporting with the drink and will not do and good for it also. It in some way discriminates the women and challenges the manly nature of men. It doesn't have anything catchy which might improve the sales.

Cremo has a slogan which says ''there is no spit in Cremo''. This slogan or brand identifier is absurd and makes people think the other way round and thus has nothing to do with the brand itself or to improve it's sales.

The warner bros logo was quite misleading as it said nothing about the brand before and thus which made them change their logo to WB. Earlier it looked somewhat like and eye.