A mixed brand represents a company or product through a combination of nominative, figurative and three-dimensional elements.
It is important to say that the figurative component is the visual image with which a company or product is identified. Meanwhile, the nominative element is the set of letters or words that have phonetic pronunciation and that are associated with a brand. The three-dimensional element is related to shapes, containers and representative packaging of certain companies or products.
Certainly, the right combination of these elements allows the consumer to form a meaningful and representative idea. This idea as a whole makes it possible for the consumer to differentiate the brand from the rest of the competing brands. Therefore, the use of a good mixed brand can give a competitive advantage in the market to companies and the products they sell.
Above all, the mixed brand is a hybrid model because it combines several elements. It is very flexible and has the advantages of all the different types of brands.
- Also read:Endomarketing Meaning and Concept
Advantages of the mixed brand
The use of a mixed brand provides the following advantages:
1. Protect all its elements together
When a mixed trademark is registered, the company protects the name, image, shapes and packaging that represent it with a single registration. This is an advantage because the company spends less money and time to achieve the protection of its brand.
2. Has more elements
As the mixed brand is a combination of nominative, figurative and three-dimensional elements, the consumer has more components to remember. This makes it easier for the brand to position itself in the market. Since the consumer can remember the name, image, shape or packaging of the product.
Ultimately, all this allows more elements to be had for the consumer to associate with a certain company and its products.
3. It is more attractive
The mixed brand can be more attractive because the combination of all the factors that it uses makes it look more striking in its presentation. Thus, it gives an advantage to the company or product it represents, since the visual set is more harmonious.
Disadvantages of using mixed brands
Although a mixed brand can have many advantages, it can also have the following disadvantages:
1. Many elements must be associated
Some consider that, by having many elements in its presentation, it may be more difficult for the user to remember the mixed brand. This, because the consumer could have more difficulty to relate the name, the image and the forms in a joint way.
2. One of its elements could have some similarity with the elements of the competition
The mixed brand, in its structure, has several elements that make it up. This could cause one of its elements to be similar to an element used by the competition. Undoubtedly, this could cause confusion or distraction in the consumer and affect the remembrance and positioning of the brand.
Elements of a mixed brand
The main elements that a mixed brand should have are the following:
The logo is the name of the brand. The brand name must be short, easy to pronounce and remember, it must be registrable and, above all, it must differentiate the company from the rest of the competition.
The isotype is the drawing or the representative image of the brand. This visual part of the brand must be attractive so that it impacts the user and can be easily remembered. In this way, the consumer sees the image and knows exactly what company or product it represents.
3. Some have a representative shape, container or packaging.
Some mixed brands usually accompany their isotype and logo with a three-dimensional element such as a shape, container or packaging that is associated with the name and graphic representation of the brand.
Mixed brand combinations
The main combinations used by mixed brands are:
- A name and an image: In other words, it uses a nominative element and a figurative one.
- A name and a three-dimensional element: It occurs when a nominative element and a three-dimensional element are associated.
- An image and a three-dimensional element: In this case, a figurative and a three-dimensional element are used.
- A name, an image and a three-dimensional element : The brand uses a combination of a nominative, figurative and three-dimensional element.
To conclude, we can say that a mixed brand is a brand that associates or relates a name, an image and, in some cases, a three-dimensional element. All these related elements offer a set of words, images and shapes that make the consumer able to recognize them, remember them and differentiate them from the competition. Of course, the consumer always remembers one item more than another. In some cases, it is the name, in others the image, and in others the shape or packaging prevails.
- Also read:SMART Approach Meaning and Concept