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7/30/2019 Manipal_P&BM_L4

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LECTURE 4:

CHOOSING BRAND ELEMENTS TO

BUILD BRAND EQUITY


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BRAND ELEMENT OPTIONS TOBUILD BRAND EQUITY

What is Pepsi? What is Coke? Combine company goals & strategies to identify best elements

Brand elements help: Enhance brand awareness Enhance associations Encourage positive emotions & feelings


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BUILDINGCUSTOMER-BASED BRAND EQUITY

Brand knowledge structures depend on: The initial choices for the brand elements The supporting marketing program and the manner by which the brand is integrated into it Other associations indirectly transferred to the brand by linking it to some other entities


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CRITERIA FOR CHOOSING BRAND

ELEMENTS

n Memorabilityn Meaningfulnessn Likabilityn Transferabilityn Adaptabilityn Protectability

Marketers offensive strategy

and build brand equity

Defensive role for leveragingand maintaining brand equity


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MEMORABILITY

n Brand elements should inherently be memorable and attention-getting,and therefore facilitate recall or recognition.

n For example, a brand of propane gas cylinders named Blue Rhinofeaturing a powder-blue animal mascot with a distinctive yellow flame is

likely to stick in the minds of consumers.


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LIKABILITY

n Do customers find the brand element aesthetically appealing?n Descriptive and persuasive elements reduce the burden on marketing

communications to build awareness.


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TRANSFERABILITY

n How useful is the brand element for line or category extensions?n To what extent does the brand element add to brand equity across

geographic boundaries and market segments?


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ADAPTABILITY

n The more adaptable and flexible the brand element, the easier it is toupdate it to changes in consumer values and opinions.

n For example, logos and characters can be given a new look or a newdesign to make them appear more modern and relevant.


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PROTECTABILITY

n Marketers should:1. Choose brand elements that can be legally protected internationally.2. Formally register chosen brand elements with the appropriate legal bodies.3. Vigorously defend trademarks from unauthorized competitive infringement.


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BRAND NAMES

Hardest element for a marketer to change Naming Guidelines & Procedures:

Define objectives Must reflect company & its values Generate a series of names Screen initial candidates Study and research candidates Select final name


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BRAND NAMING GUIDELINES

Brand awareness Simplicity and ease of pronunciation and spelling Familiarity and meaningfulness Differentiated, distinctive, and uniqueness

Brand associations The explicit and implicit meanings consumers extract from it are important. In particular,

the brand name can reinforce an important attribute or benefit association that makes upits product positioning.


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BRAND NAMES & EXAMPLES Establish presence on the Internet

Register appropriate URL/domain name Be aware & avoid copyright infringement

Nike Just Do It Name originating from Greek goddess of Victory

Apple Think Different Sued in 1989 for trademark violations

Other examples: Ford, McDonalds, Starbucks,

MasterCard, Sony, Anheuser-Busch


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LOGOS & SYMBOLS Easily recognizable, simple, valuable

Logos corporate names Trademarks Creative abstract designs

Symbols Non-word mark logos without text Strong visual connection

Must have flexibility to update later


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LOGOS & SYMBOLS Guess the companies:

Answers:


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CHARACTERS & CELEBRITY/ATHLETEENDORSEMENTS Communicates key product benefits through different channels

Characters No intended product meaning Can update/change easily Can stay relevant for years & provide same effect Reevaluate character if brand launches globally

Celebrity/Athlete Endorsements High risk for public mistakes Could cost company positive reputation Popularity of partnership & high ROI value


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SLOGANS

Brands can have multiple slogansShort phrases that communicate:Descriptive informationPersuasive informationThe understanding of brands intention


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SLOGANS

Some examples:

Built Ford Tough.

Wheres The Beef?

Got Milk?

To accompany Slogans, lets take a look at Jingles.


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CLASSIC SLOGANS

Melts in your mouth, not in your hands (M&Ms) Sometimes you feel like a nut, sometimes you dont (Almond Joy/

Mounds)

Wheres the beef? (Wendys) A mind is a terrible thing to waste (United Negro College Fund) Can you hear me now? (Verizon) Think Different (Apple)


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JINGLES

Originated during radio broadcastsAssociates brand to product with catchy tuneLarge component to build brand equity

You have to listen to it and want to sing it. You becomethe advertiser for the brand.

- Linda Kaplan Thaler


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BRAND PACKAGING

Overall objectives:Identify brand messageConvey descriptive & persuasive informationFacilitate product transport & protectionAssist at-home storageAid in product consumption


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BRAND PACKAGING Packaging Innovations

More detailed to match marketing objectives

Must be unique and different

Packing Design Shelf impact Color plays large role

Packing Changes Easiest of brand elements to change Must update to stay relevant Conduct consumer research for best choice


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BRAND PACKAGING Some examples:

Heinken Beer - Unique Green Bottle

Tiffany & Co. signatureblue box with white ribbon

Not headphones


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PACKAGING

From the perspective of both the firm and consumers, packaging mustachieve a number of objectives:

Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at-home storage Aid product consumption


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PUTTING IT ALL TOGETHER

n The entire set of brand elements makes up the brand identity, thecontribution of all brand elements to awareness and image.

n The cohesiveness of the brand identity depends on the extent to whichthe brand elements are consistent.


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SUMMARY

Memorable Meaningful Protectable Transferable Adapta

Brand name Recall High Yes No No

Logo/symbol Recognition High Yes Yes YesCharacters Recognition High Yes No Yes

Slogans Recall High Yes No Yes

Packaging Recognition High No No Yes


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THANK YOU

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