Post on 08-Apr-2015
CHOOSING BRAND ELEMENTS TO CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYBUILD BRAND EQUITY
Brand ElementsBrand Elements
Brand Elements are those trademarkable Brand Elements are those trademarkable devices that serve to identify and devices that serve to identify and differentiate the branddifferentiate the brand They are sometimes called brand identitiesThey are sometimes called brand identities
The key ones are:The key ones are: Brand namesBrand names URLsURLs LogosLogos SymbolsSymbols CharactersCharacters SpokespersonsSpokespersons SlogansSlogans JinglesJingles PackagesPackages SignageSignage
Brand ElementsBrand Elements
Marketers should choose brand elements to Marketers should choose brand elements to enhance:enhance: Brand awarenessBrand awareness Facilitate the formation of strong, favourable and Facilitate the formation of strong, favourable and
unique brand associationsunique brand associations Elicit positive brand judgments and feelingsElicit positive brand judgments and feelings
The test of brand-building ability of brand The test of brand-building ability of brand elements is what consumers think about the elements is what consumers think about the product if they knew only its brand name, product if they knew only its brand name, logo, and other characteristicslogo, and other characteristics
Criteria for Choosing Brand Criteria for Choosing Brand ElementsElements
Memorability Memorability Meaningfulness Meaningfulness Likeability Likeability Transferability Transferability Adaptability Adaptability Protectability Protectability
Marketer’s offensive strategy and build brand equity
Defensive role for leveraging and maintaining brand equity
MemorabilityMemorability
Brand elements should inherently be Brand elements should inherently be memorable and attention-getting, memorable and attention-getting, and therefore facilitate recall or and therefore facilitate recall or recognitionrecognition RinRin NikeNike PepsiPepsi Coco ColaCoco Cola
MeaningfulnessMeaningfulness Brand elements may take on all kinds of meaning, Brand elements may take on all kinds of meaning,
with either descriptive or persuasive contentwith either descriptive or persuasive content
Two particularly important criteria General information about the nature of the product General information about the nature of the product
categorycategory Specific info about particular attributes and benefits of Specific info about particular attributes and benefits of
brand brand
The first dimension is an important determinant The first dimension is an important determinant of brand awareness and salienceof brand awareness and salience
The second, of brand image and positioningThe second, of brand image and positioning
LikeabilityLikeability
DoDo customerscustomers find the brand element find the brand element aesthetically appealing? aesthetically appealing?
Brand elements can be rich in imagery Brand elements can be rich in imagery and inherently fun and interestingand inherently fun and interesting
A memorable, meaningful and likeable A memorable, meaningful and likeable set of brand elements offer many set of brand elements offer many advantagesadvantages
TransferabilityTransferability
How useful is the brand element for How useful is the brand element for line or category extensions? line or category extensions?
To what extent does the brand To what extent does the brand element add to brand equity across element add to brand equity across geographic boundaries and market geographic boundaries and market segments?segments?
AdaptabilityAdaptability
The more adaptable and flexible the The more adaptable and flexible the brand element, the easier it is to brand element, the easier it is to update it to changes in consumer update it to changes in consumer values and opinionsvalues and opinions
For example, logos and characters For example, logos and characters can be given a new look or a new can be given a new look or a new design to make them appear more design to make them appear more modern and relevantmodern and relevant
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ProtectabilityProtectability
Marketers should:Marketers should:1.1. Choose brand elements that can be Choose brand elements that can be
legally protected internationallylegally protected internationally
2.2. Formally register chosen brand Formally register chosen brand elements with the appropriate legal elements with the appropriate legal bodiesbodies
3.3. Vigorously defend trademarks from Vigorously defend trademarks from unauthorized competitive unauthorized competitive infringementinfringement
Brand NamesBrand Names Like any brand element, brand Like any brand element, brand
names must be chosen with the names must be chosen with the six general criteria:six general criteria: MemorabilityMemorability MeaningfulnessMeaningfulness LikeabilityLikeability TransferabilityTransferability AdaptabilityAdaptability ProtectabilityProtectability
Brand name is…Brand name is…
……is the first point of contact is the first point of contact between the message and the mindbetween the message and the mind
‘‘The brand name is a knife that cuts The brand name is a knife that cuts the mind to let the brand message the mind to let the brand message inside’ inside’
– – Ries & TroutRies & Trout
GuidelinesGuidelines
It’s not the goodness or badness of It’s not the goodness or badness of the name in an aesthetic sense that the name in an aesthetic sense that determines effectivenessdetermines effectiveness
It’s the appropriateness of the sameIt’s the appropriateness of the same
Name begins the positioning Name begins the positioning process, tells the prospect what the process, tells the prospect what the product’s major benefit isproduct’s major benefit is
Brand Brand Naming Naming GuidelinesGuidelines
Brand awarenessBrand awareness Simplicity and ease of pronunciation and Simplicity and ease of pronunciation and
spelling spelling Familiarity and meaningfulness Familiarity and meaningfulness Differentiated, distinctive, and uniquenessDifferentiated, distinctive, and uniqueness
Brand associationsBrand associations The explicit and implicit meanings consumers The explicit and implicit meanings consumers
extract from it are importantextract from it are important Brand name can reinforce an important Brand name can reinforce an important
attribute or benefit association that makes up attribute or benefit association that makes up its product positioningits product positioning
Brand Brand Naming Naming GuidelinesGuidelines
Should be acceptable in all key languagesShould be acceptable in all key languages
ShouldShould bebe appropriate when appropriate when geographically spreadgeographically spread
Should be amenable for easy registrationShould be amenable for easy registration
Brand Brand Naming Naming ProceduresProcedures
Define objectives Define objectives
Generate names Generate names
Screen initial candidates Screen initial candidates
Study candidate names Study candidate names
Research the final candidates Research the final candidates
Select the final name Select the final name
URLsURLs
URLs (uniform resource locators) URLs (uniform resource locators) specify locations of pages on the web specify locations of pages on the web and are also commonly referred to as and are also commonly referred to as domain namesdomain names
A company can either sue current owner A company can either sue current owner of URL for copyright infringement, buy of URL for copyright infringement, buy the name from the current owner, or the name from the current owner, or register all conceivable variations of its register all conceivable variations of its brand as domain names ahead of timebrand as domain names ahead of time
Logos and SymbolsLogos and Symbols Play a critical role in building brand Play a critical role in building brand
equity and especially brand awareness equity and especially brand awareness
Logos range from corporate names or Logos range from corporate names or trademarks (word marks with text only) trademarks (word marks with text only) written in a distinctive form, to entirely written in a distinctive form, to entirely abstract designs that may be abstract designs that may be completely unrelated to the word mark, completely unrelated to the word mark, corporate name, or corporate activities corporate name, or corporate activities
CharactersCharacters A special type of brand symbol that takes on A special type of brand symbol that takes on
human or real-life characteristicshuman or real-life characteristics
Could be animated like Pillsbury’s Poppin’ Fresh Doughboy, Kellogg's Tony the Tiger, Met Life’s
Peanuts Could be live-action figures like Could be live-action figures like Ceat’s Ceat’s
Rhinoceros, Ronald McDonald, The MRF man
SlogansSlogans Slogans are short phrases that Slogans are short phrases that
communicate descriptive or communicate descriptive or persuasive info about the brandpersuasive info about the brand
Slogans are powerful branding Slogans are powerful branding devices because, like brand names, devices because, like brand names, they are an extremely efficient, they are an extremely efficient, shorthand means to build brand shorthand means to build brand equity equity
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Classic Slogans
JinglesJingles
Jingles are musical messages written Jingles are musical messages written around the brandaround the brand
They often have catchy hooks and They often have catchy hooks and choruses to become almost permanently choruses to become almost permanently registered in the minds of listenersregistered in the minds of listeners Sometimes whether they want them to or not! Sometimes whether they want them to or not!
Jingles are perhaps most valuable in Jingles are perhaps most valuable in enhancing brand awarenessenhancing brand awareness
PackagingPackaging From the perspective of company & From the perspective of company &
consumers, packaging must achieve a consumers, packaging must achieve a number of objectives:number of objectives: Identify the brandIdentify the brand Convey descriptive and persuasive Convey descriptive and persuasive
informationinformation Facilitate product transportation and Facilitate product transportation and
protectionprotection Assist at-home storageAssist at-home storage Aid product consumptionAid product consumption
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Packaging Can Influence Packaging Can Influence TasteTaste
Our sense of taste and touch is very Our sense of taste and touch is very suggestible, and what we see on a suggestible, and what we see on a package can lead us to taste what package can lead us to taste what we think we are going to tastewe think we are going to taste
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Packaging Can Influence Packaging Can Influence ValueValue
Long after we have bought a product, Long after we have bought a product, a package can still lead us to believe a package can still lead us to believe we bought it because it was a good we bought it because it was a good valuevalue
Packaging Can Influence Packaging Can Influence ConsumptionConsumption
Studies of 48 different types of foods Studies of 48 different types of foods and personal care products have and personal care products have shown that people pour and shown that people pour and consume between 18% and 32% consume between 18% and 32% more of a product as the size of the more of a product as the size of the container doubles container doubles
Valerie Folkes, Ingrid Martin and Kamal Gupta, Valerie Folkes, Ingrid Martin and Kamal Gupta,
““When to Say When: Effects of Supply on Usage,”When to Say When: Effects of Supply on Usage,”
Journal of Consumer ResearchJournal of Consumer Research, 20 December 1993, 467-477., 20 December 1993, 467-477.
Packaging Can Influence Packaging Can Influence How a Person Uses a How a Person Uses a
ProductProduct One strategy to increase use of mature One strategy to increase use of mature
products has been to encourage people to products has been to encourage people to use the brand in new situations, like soup use the brand in new situations, like soup for breakfast, or new uses, like baking for breakfast, or new uses, like baking soda as a refrigerator deodorizersoda as a refrigerator deodorizer
An analysis of 26 products and 402 An analysis of 26 products and 402 consumers showed that twice as many consumers showed that twice as many people learned about the new use from people learned about the new use from the package than from television adsthe package than from television ads
Putting It All TogetherPutting It All Together
The entire set of brand elements The entire set of brand elements makes up the makes up the brand identitybrand identity The contribution of all brand elements to The contribution of all brand elements to
awareness & imageawareness & image
The cohesiveness of brand identity The cohesiveness of brand identity depends on extent to which brand depends on extent to which brand elements are consistentelements are consistent