Date post: | 26-May-2015 |
Category: |
Marketing |
Upload: | leroy-j-ebert-chartered-marketer-uk |
View: | 720 times |
Download: | 4 times |
Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand Management
Are sometimes called brand identities, are those
trade-markable devices that serve to identify and differentiate the brand.
Brand names i.e. apple, URL’s, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage
Brand elements need to be used to enhance brand awareness (Brand Salience)
Brand Elements
Memorability: Easily Recognized, Easily Recalled
Meaningfulness: Descriptive, Persuasive
Likability: Fun & Interesting, Rich Visual And Verbal Imagery, Aesthetically Pleasing
Transferability: Within And Across Product Categories, Across Geographic Boundaries And Cultures
Adaptability: Flexible, Updatable
Protectability: Legally, Competitively
Criteria for Choosing Brand Elements
Page 146 Figure 4-1
Ten Global Branding Mishaps
Descriptive: Describes function literally; generally
unregisterable i.e. Singapore airlines
Suggestive: Suggestive of a benefit or function i.e. head and shoulders, clear
Compounds: combinations of 2 or more, often unexpected words. i.e. RedHat
Classical: Based on Latin, Greek or Sanskrit i.e. Nike
Arbitrary: real words with no obvious tie in to company i.e. apple, orange, mango
Fanciful: Coined words with no obvious meaning i.e. Vodafone
Landor’s Brand Name Taxonomy
Brand Names that are simple and easy to pronounce
or spell, familiar and meaningful, and different, distinctive and unusual can obviously improve brand awareness
1. Simplicity and ease of pronunciation and spelling
2. Familiarity and meaningfulness
3. Differentiated, distinctive and unique
Brand Awareness
The brand name is a compact form of communication The explicit and implicit meanings consumers extract from it
are important The brand name can reinforce an important attribute or benefit
association that makes up its product positioning i.e. head and shoulders, clear, energizer, close up.
i.e. consumers will find it easier to believe that a laundry detergent “adds fresh scent” to clothes if it has a name like “Blossom”
However brand names that enforce a positioning may find it difficult to reinforce another association like “tough on stains”
Letters and numeric and alphanumeric also have associations and can be a part of a naming strategy
Brand Associations
Define objective
Generate names
Screen initial candidates i.e. cannot pronounce, double meaning, already in use, against the positioning
Study the candidates names i.e. international legal search
Research the final candidates i.e. consumer research
Select the final names
Naming Procedures
Uniform resource locators or Domain names
Every 3 letter combination and virtually all words in the typical English dictionary have been registered
Companies change their brand name due to unavailability of simple brand names i.e. Andersen Consulting to Accenture
Another issue faced by brands are unauthorized use of brand name in other domains or domains that are similar in nature that could mislead the consumer
Brand recall is important when it comes to URL, if you cannot remember you cannot go onto the site
URL’s
Brands with strong word marks
Examples of abstract designs
Literal representation of the brand name
Logo’s and Symbols
Improves visibility
Enforces human values and characteristics than other elements
Provides licensing properties
Characters
Slogans are short phrases that communicate
descriptive or persuasive information about the brand
Often appear in advertising but play a role in packaging
Extremely efficient short hand to build brand equity
Helps consumers grasp the meaning of brands
Slogans
Finger licking good?
Impossible is nothing?
Just do it?
Ultimate driving machine?
The Future today?
Its about you?
The worlds local bank?
Have a break?
Can you think of a bad slogan? Why do you say so?
Slogans Quiz
Jingles are musical messages written around the
brand
Often developed by professional song writers, can be catchy enough to permanently register in the minds of the consumer
Helps to improve brand awareness
Consumers mentally rehearse or repeat catchy jingles after the ad is over
Jingle 1 - Coke Jingle 2- Idea Jingle 3 – Anchor Butter
Jingles
Identify the brand
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist at home storage
Aid product consumption
Packaging
Last 5 seconds of marketing
Silent salesman
Permanent media
Can packaging establish the brand promise within 3 seconds and 15 feet away? Then you have a winner
Packaging to Improve Brand Image
Packaging innovation help to gain short term growth
in sales.
Why short term, because it can be copied
Packaging Innovations
Need to stand out
Need to have “shelf impact”
There is a science that goes into packaging
Colours, text, design etc.
Some products are linked with colour
So are brands
Package Design
Do you think packaging changes are expensive?
Reasons firms change their packaging? To signal a higher price
To sell effectively sell through new or shifting distribution channels
Product line expansion
To introduce new product innovations
The old package looks outdated
Do not change the packaging to confuse the customer. The customer will not recognize the brand
Packaging is considered to be the 5th P of the marketing mix
Package Changes
Question 1
Discussion Questions
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (27th Feb 2014)