Tuesday, September 4, 2007

Brand Elements-Titan

Brand Elements

Brand elements are those trademarkable devices that serve to identify and differentiate the brand. The main brand elements are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage.
Titan Industries is a joint venture between the Tatas and Tamil Nadu Industrial Development Corporation (TIDCO) and was incorporated in 1986.

Brand Name: Titan

The brand name is classical and is based on Greek mythology. It is also suggestive of one of achievement.
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
Likeability: The brand name is easy to recall and recognize and is inherently descriptive and persuasive.
Transferable: The name Titan means achievement and anybody wearing a Titan is an achiever is what is communicated. It can easily be applied across all product categories and geographies. The gamut of watches range from from Fast Track to Xylus.
Legally Protected: The brand name is legally protected in watches.

URL: http://www.titanworld.com/ .No other site of the name can exist according to the legal norms.

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: “What’s your style?”
Titan was launched in 1987 when watches were seldom stylish and catered to the basic need of knowing the time.Titan brought in the style concept and gradulally built its brand equity.

Jingle: Mozart’s Fifth Symphony
Titan has a typical signature tune taken from Mozart’s fifth symphony.Titan pioneered the concept of gifting watches and with the signature tune the watches caught the attention of many.

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