manipal_p&bm_l4
TRANSCRIPT
-
7/30/2019 Manipal_P&BM_L4
1/30
1
LECTURE 4:
CHOOSING BRAND ELEMENTS TO
BUILD BRAND EQUITY
-
7/30/2019 Manipal_P&BM_L4
2/30
2
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
-
7/30/2019 Manipal_P&BM_L4
3/30
3
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
-
7/30/2019 Manipal_P&BM_L4
4/30
4
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
-
7/30/2019 Manipal_P&BM_L4
5/30
5
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.
-
7/30/2019 Manipal_P&BM_L4
6/30
-
7/30/2019 Manipal_P&BM_L4
7/30
7
LIKABILITY
n Do customers find the brand element aesthetically appealing?n Descriptive and persuasive elements reduce the burden on marketing
communications to build awareness.
-
7/30/2019 Manipal_P&BM_L4
8/30
8
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?
-
7/30/2019 Manipal_P&BM_L4
9/30
9
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.
-
7/30/2019 Manipal_P&BM_L4
10/30
10
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.
-
7/30/2019 Manipal_P&BM_L4
11/30
-
7/30/2019 Manipal_P&BM_L4
12/30
12
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
-
7/30/2019 Manipal_P&BM_L4
13/30
13
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.
-
7/30/2019 Manipal_P&BM_L4
14/30
14
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
-
7/30/2019 Manipal_P&BM_L4
15/30
15
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
-
7/30/2019 Manipal_P&BM_L4
16/30
16
LOGOS & SYMBOLS Guess the companies:
Answers:
-
7/30/2019 Manipal_P&BM_L4
17/30
17
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
-
7/30/2019 Manipal_P&BM_L4
18/30
-
7/30/2019 Manipal_P&BM_L4
19/30
19
SLOGANS
Brands can have multiple slogansShort phrases that communicate:Descriptive informationPersuasive informationThe understanding of brands intention
-
7/30/2019 Manipal_P&BM_L4
20/30
-
7/30/2019 Manipal_P&BM_L4
21/30
21
SLOGANS
Some examples:
Built Ford Tough.
Wheres The Beef?
Got Milk?
To accompany Slogans, lets take a look at Jingles.
-
7/30/2019 Manipal_P&BM_L4
22/30
22
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)
-
7/30/2019 Manipal_P&BM_L4
23/30
23
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
-
7/30/2019 Manipal_P&BM_L4
24/30
24
BRAND PACKAGING
Overall objectives:Identify brand messageConvey descriptive & persuasive informationFacilitate product transport & protectionAssist at-home storageAid in product consumption
-
7/30/2019 Manipal_P&BM_L4
25/30
25
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
-
7/30/2019 Manipal_P&BM_L4
26/30
26
BRAND PACKAGING Some examples:
Heinken Beer - Unique Green Bottle
Tiffany & Co. signatureblue box with white ribbon
Not headphones
-
7/30/2019 Manipal_P&BM_L4
27/30
27
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
-
7/30/2019 Manipal_P&BM_L4
28/30
28
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.
-
7/30/2019 Manipal_P&BM_L4
29/30
29
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
-
7/30/2019 Manipal_P&BM_L4
30/30
30
THANK YOU