Goodyear – 1

Brand Elements

Professor Carl Mela

BA 460 Product Management

Fuqua School of Business

• Brand Management System

• On Building A Brand

• Managing Across Brands

Goodyear – 2

Brand Elements

• Elements– Names

– Logos

– Symbols

– Characters

– Slogans

– Jingles

– www.pepsi.com???

• Should be:– Memorable

– Meaningful

– Transferable (across items or countries)

– Adaptable

– Protectable

Goodyear – 3

Brand Elements

• Is Aquatred name:– Awareness

• Easy to pronounce and spell

• Familiar & meaningful

• Distinctive

– Associations• Linked to benefit

• Bring in naming ad???

Goodyear – 4

Brand Elements

• Is Goodyear logo (winged foot):– suggestive of benefit?– creating positive associations?

• Character– none, unlike Michelin man– rich in imagery and can generate strong affect

• Slogan– “the best tires in the world”– summarize key benefits

Goodyear – 5

Brand Elements

• Jingles– www.oscar-mayer.com– Memorable, best for awareness– Not highly transferable

• Packaging– Important element for brand recognition (not for

tires!)– Often an attribute - skiing with wine– Dramatic impact on sales - Rice-a-roni sales up 25%

Goodyear – 6

Summary

Memorable Meaningful Protectable Transferable AdaptableBrand name Recall High Yes No NoLogo/symbol Recognition High Yes Yes YesCharacters Recognition High Yes No YesSlogans Recall High Yes No YesPackaging Recognition High No No Yes