Chapter Seven

Brand Names, Logos, Brand Names, Logos, Packages, and Point-Packages, and Point-of-Purchase Materialsof-Purchase Materials

Chapter Seven ObjectivesChapter Seven Objectives

• Understand the role of brand naming and the requirements for developing effective brand names

• Explain the activities involved in the brand-naming process

• Appreciate the role of logos

• Describe the various elements underlying the creation of effective packages

• Explain the VIEW model for evaluating package effectiveness

Chapter Seven ObjectivesChapter Seven Objectives

• Describe a five-step package-design process

• Appreciate the role of point-of-purchase advertising

• Discuss the Consumer Buying Habits Study and its implications for point-of-purchase advertising

• Describe the role of displays in influencing brand sales

Brand NamingBrand Naming

Brand

A company’s unique designation or

trademark, which distinguishes its

offering from other product category

entries

Power of Brand NamePower of Brand Name

• Affects the speed with which consumers become aware of the brand

• Influences the brand’s image

• Plays major role in brand-equity information

What ConstitutesWhat Constitutes a Good Brand Name? a Good Brand Name?

• Distinguish the brand from competitive offerings

• Describe the brand and its attributes

• Achieve compatibility with a brand’s desired image and with its product design or packaging

• Be memorable and easy to pronounce and spell

Brand NamingBrand Naming

Second Nature: A name

compatible with the

brand’s desired image

Brand NamingBrand Naming

A new brand name

Exceptions to the “Rules”Exceptions to the “Rules”

• Some brands become successful in spite of their names

The Brand Naming ProcessThe Brand Naming Process

Step 1Step 1: Specify Objectives for the Brand NameStep 1Step 1: Specify Objectives for the Brand Name

Step 2Step 2: Create Candidate Brand NamesStep 2Step 2: Create Candidate Brand Names

Step 3Step 3: Evaluate CandidatesStep 3Step 3: Evaluate Candidates

Step 4Step 4: Chooses a Brand NameStep 4Step 4: Chooses a Brand Name

Step 5Step 5: Register TrademarkStep 5Step 5: Register Trademark

The Role of LogosThe Role of Logos

• Graphic design element that is related to the brand name

• Companies use logos with or without brand names

• Not all brand names possess a distinct logo but many do

• e.g., the Nike swoosh, Ralph Lauren’s Polo

Good LogosGood Logos

• Recognized readily

• Convey essentially the same meaning to all target members

• Evoke positive feelings

• Best strategy is to choose a design that is moderately elaborated rather than too simple or too complex

The Role of LogosThe Role of Logos

Sailor Jac, The famous Cracker Jack

The Role of LogosThe Role of Logos

Cingular’s logo

Functions of the PackageFunctions of the Package

• Contain and protect the product

• Draw attention to a brand

• Break through competitive clutter at the point of purchase

• Justify price/value to the consumer

• Signify brand features and benefits

• Motivate consumers’ brand choices

Issues in PackagingIssues in PackagingColor

Design and ShapePhysical Materials

Product Information

on Package

* VIEW Model (Visibility, Information, Emotional appeal, Workability)

Issues in PackagingIssues in Packaging

Vlasic introduces

new packaging

Packaging StructurePackaging Structure

ColorDesign,Shape

Size

Physical Materials

Information labeling

• Communicate quality, taste, and product’s ability to satisfy psychological needs

• Affect people emotionally• Add elegance, prestige to products by using

polished reflective surface• Meaning of color varies from culture to culture

ColorDesign, Shape

Size

Physical Materials

Information labeling

The Use of ColorThe Use of Color

Design and Shape CuesDesign and Shape Cues

• Effective package design provides good eye flow and a point of focus

• Evoke different feeling through the choice of slope, length, and thickness of lines» Horizontal(tranquillity), Vertical(strength),

Slanted lines(upward movement)

• Shapes also arouse certain emotions and have specific connotations» Curving lines(femininity), Sharp lines(masculinity)

ColorDesign, Shape

Size

Physical Materials

Information labeling

Packaging SizePackaging Size

• Satisfy the unique needs of various market segments

• Represent different usage situations

• Gain more shelf space in retail outlets

ColorDesign, Shape

Size

Physical Materials

Information labeling

Physical MaterialsPhysical Materials

• The most important consideration should be the marketing-communications implications of the materials chosen rather than cost

• Can arouse consumer emotions» Metal(strength, durability, coldness)» Plastics(lightness, cleanliness, cheapness)» Wood(masculinity), Velvet(femininity)

ColorDesign, Shape

Size

Physical Materials

Information labeling

Product InformationProduct Information

• Key words on the package information on the back panel, ingredients, warnings, pictures, and illustrations

• Words new, improved, and free frequently appear on packages

• Short, memorable slogan can facilitate the consumer’s retrieval of advertising content

ColorDesign, Shape

Size

Physical Materials

Information labeling

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

IInformation

WWorkability

EEmotional Appeal

VVisibility

The VIEW ModelThe VIEW Model

Visibility

The VIEW ModelThe VIEW Model

Visibility

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

• Ability of a package to attract attention at the point of purchase

• To have a package stand out on the shelf yet not to detract brand’s image

• Special seasonal and holiday packaging as a way of attracting attention

VVisibility

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

• Product usage instructions, claimed benefits, slogans, and supplementary information

• Avoid cluttering the package with excess information

• Useful for» Stimulating trial purchases » Encouraging repeat purchase behavior» providing correct usage instruction

IInformation

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

Illustration of packaging information for Gardenburger Veggie Patties

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

• The ability of a package to evoke a desired feeling or mood

• CPM vs. HEM» Some packages emphasize informational

content, while others heavily emphasize emotional content

• Blend informational and emotional content so as to simultaneously appeal to consumers

EEmotional Appeal

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

The changing faces of Betty Crocker

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

Emotional

appeals in the

packaging of

WOW!

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

Rationale for

Tostitos’

packaging

graphics

Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model

How a package functions (Does it…)• Protect the product contents?• Simplify the consumer’s task in accessing

and using the product?• Protect retailers against unintentional

breakage from consumer handling and from pilferage?

• Is the packaging environmentally friendly?

WWorkability

Designing a PackageDesigning a Package

Point-of-Purchase AdvertisingPoint-of-Purchase Advertising

• Point-of-purchase;store environment

• A final opportunity to affect consumer behavior

• Many product-and-brand choice decisions are made at this time

• It is the time and place at which all elements of the sale (consumer, money and product) come together

Point-of-Purchase MaterialsPoint-of-Purchase Materials

Permanent P-O-P

Temporary and Semipermanent

P-O-P

In-Store Media

displays intended for sixmonths or more

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Permanent display

for candy

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Permanent display

for candy bars

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Permanent display

for Sesame Street

toys

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Permanent display

for Kodak film

Point-of-Purchase MaterialsPoint-of-Purchase Materials

Permanent P-O-P

Temporary and Semipermanent P-O-P

In-Store Media

displays intended for sixmonths or more

displays intended for fewer than six months

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Semipermanent display

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Semipermanent

display

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Temporary

display

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Temporary

display

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Temporary display

for Michelob beer

Point-of-Purchase DisplaysPoint-of-Purchase Displays

Temporary display

for Goldfish crackers

Point-of-Purchase MaterialsPoint-of-Purchase Materials

Permanent P-O-P

Temporary and Semipermanent P-O-P

In-Store Media

displays intended for sixmonths or more

displays intended for fewer than six months

executed by a third party (P-O-P radio, shopping cart ads, shelf talkers,

coupon dispensers, etc..)

Point-of-Purchase DisplaysPoint-of-Purchase Displays

In-Store Media

Point-of-Purchase DisplaysPoint-of-Purchase Displays

ActMedia shelf talk

in-store advertising

Point-of-Purchase DisplaysPoint-of-Purchase Displays

ActMedia

in-store

advertising cart

Consumer Buying HabitsConsumer Buying Habits

Type of Purchase Supermarket

MassMerchandisingstore

1. Specifically planned 30% 26%

2. Generally planned 6 18

3. Substitute 4 3

4. Unplanned 60 53

In-store decision rate 70% 74%

Other P-O-P MethodsOther P-O-P Methods

InteractiveDisplays

VideoMerchandising

Centers

Computerized units thatallow consumers

to obtain informationabout the product

Audio and video presentations that

perform informationaland transactional

functions

Persuading Retailers to UsePersuading Retailers to UseP-O-P MaterialsP-O-P Materials

• P-O-P must satisfy the retailer’s need and the needs of the consumer» Right size and format» Fit the store décor» User friendly» Sent to stores when they are needed» Properly coordinated with other

marketing communications program» Attractive, convenient, and useful for

consumers