LS_04Branding

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Powerpoint Templates

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CHAPTER 4:

CHOOSING BRAND ELEMENTS TO BUILD BRANDEQUITY
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1. Think different ( _____)2. The worlds local bank ( ____) 3. Only a surfer knows the feeling (___________)

4. Vorsprung durch technik (_______)5. Taste the rainbow (___________)6. Because you are worth it. (______________)7. The Power of Dreams (__________)8. The car in front is a (___________)9. You know who your mates are (___________)10. Have it your way. (___________) 11. Top bombing (___________) 12. When it absolutely, positively has to be there overnight.(________)13. Impossible is nothing (___________) 14. Snap! Crackle! Pop! (__________) 15. Finger lickin good. (___________) 16. Extraordinary purity (___________) 17. Believe in better (___________) 18. It neednt be hell with (___________)

19. Dont just book it. (_ __________) it 20. Liveunbring. (___________)


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21. Every little helps (___________) 22. Supporting teachers, inspiring students(___________)23. Not for girls (___________)

24. It does exactly what it says on the tin(___________)25. Simples (____________) 26. Once you pop, you just cant stop (___________)

27. Making the unmissable unmissable (___________)28. Somethings in life are priceless, for everything elsetheres (__________) 29. Ahhhhhhh (___________)30. Reassuringly Expensive - (___________)
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Page 4

Why Brands fail?

If its something new, its going to sell. Strong brands protect products.


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Why Brands fail?

Brand amnesia- For old brands, as for old people, memorybecomes an increasing issue. When a brand forgets what it issupposed to stand for, it runs into trouble. The most obvious case ofbrand amnesia occurs when a venerable, long-standing brand triesto create a radical new identity, such as when Coca-Cola tried toreplace its original formula with New Coke.The results weredisastrous.

Brand ego-- Brands sometimes develop a tendency for over-estimating their own importance, and their own capability. This is

evident when a brand believes it can support a market single-handedly, as Polaroid did with the instant photography market. It isalso apparent when a brand enters a new market for which it isclearly ill-suited, such as Harley Davidson trying to sell perfume.


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Why Brands fail?

Brand megalomania- Egotism can lead to megalomania. Whenthis happens, brands want to take over the world by expanding intoevery product category imaginable. Some, such as Virgin, get awaywith it. Most lesser brands, however, do not.

Brand deception- Human kind cannot bear very much reality,wrote T S Eliot. Neither can brands. Indeed, some brands see thewhole marketing process as an act of covering up the reality of theirproduct. In extreme cases, the trend towards brand fiction can leadto downright lies. For example, in an attempt to promote the film AKnights Tale one Sony marketing executive invented a critic, and asuitable quote, to put onto the promotional poster. In an age wheremarkets are increasingly connected, via the Internet and othertechnologies, consumers can no longer be deceived.


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Powerpoint Templates Page 7

Why Brands fail?

Brand fatigue- Some companies get bored with their own brands.You can see this happening to products which have been on theshelves for many years, collecting dust. When brand fatigue sets increativity suffers, and so do sales.

Brand paranoia- This is the opposite of brand ego and is most likelyto occur when a brand faces increased competition. Typicalsymptoms include: a tendency to file lawsuits against rivalcompanies, a willingness to reinvent the brand every six months,and a longing to imitate competitors.

Brand irrelevance- When a market radically evolves, the brands associated with it risk becoming irrelevant and obsolete. Brandmanagers must strive to maintain relevance by staying ahead of thecategory, as Kodak is trying to do with digital photography


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Positioningof a Brand

Why? - Brand Promise and ConsumerBenefit Aspect

For Whom?- Target Aspect

When? Occasion when the productwill be consumed

Against Whom? Competitors

A Brand Position is the part of the brand identity and value proposition that is to be actively

communicated to the target audience and that demonstrate an advantage over competing bra nds.

W h y

W h e n

BrandPositioning
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Example of Positioning by Attributes

Toothpaste Attributes

Market Segments

Children Teens, Young Adults Family Adults

Flavor

Color Whiteness of teeth

Fresh breath

Decay prevention

Price

Plaque prevention

Stain prevention

Principal Brands Aim, StripeUltra Brite,McCleans

Colgate,Crest

Topol,

Rembrandt,Close-up


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Building Brand equity

Twenty top CEOs boarding an airplane are told that the flight that theyare about to take is the first-ever to feature pilotless technology.

Each one of the CEOs is then told, privately, that the software being

used to fly the aircraft is the same one that they use to run theircompanies. Nineteen of the CEOs promptly leave the aircraft, each

offering a different excuse. One CEO alone remains on board the jet, seeming very calm indeed. Asked why he is so confident in thisfirst pilotless flight, and why he isn't afraid of crashing, he replies ,"If

it's the same software that runs my company's IT systems, then thisplane won't even take off."


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Some Positioning Methods

By benefitBy price v/s quality

By useBy product userBy product classUsing culture

By competition


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Strategic Brand Decisions

Brand Extension Multi-Brand Strategies Global Branding


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McDonalds Core Identity

Core Identity : Value Offering : Mc Donalds Provide value

as defined by the product, special offers,

and buying experience given the price. Food Quality : Consistently hot, good-taste

at any McDonalds in the world Service: Fast, accurate, friendly and hassle

free

Cleanliness : The operation are alwaysspotless on both sides of the counter

User : Families and kids are a focus butserves a wide clientele.


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McDonalds Extended Identity

Extended Identity: Convenience : McDonalds is the most convenient

quick-service restaurant located close to wherepeople live, work and gather; feature efficient, timesaving service; and serve easy to eat food

Product Scope : Fast food, Hamburgers, childrensentertainment,

Subbrands: Big Mac, Egg Mcmuffin, Happy Meal,Extra Value Meals and others

Corporate Citizenship: Ronald McDonald ChildrensCharities, Ronald McDonald House

Brand Personality: Family oriented, all-American,

genuine, wholesome, cheerful, fun Relationship: The Ronald McDonald Childrens

Charities engender respect, liking and admiration Logo: Golden Arches Character : Ronald McDonald; McDonalds dolls &

Toys
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Powerpoint Templates Page 164.16

Criteria for Choosing Brand Elements

Memorability Meaningfulness Likability Transferability Adaptability Protectability

Marketers offensive strategyand build brand equity

Defensive role for leveragingand maintaining brand equity


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Memorability

Brand elements should inherently be memorable andattention-getting, and therefore facilitate recall orrecognition.

For example, a brand of propane gas cylinders namedBlue Rhino featuring a powder-blue animal mascot witha distinctive yellow flame is likely to stick in the minds ofconsumers.


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Meaningfulness

Brand elements may take on all kinds of meaning, witheither descriptive or persuasive content.

Two particularly important criteria

General information about the nature of the product category Specific information about particular attributes and

benefits of the brand

The first dimension is an important determinant of brandawareness and salience; the second, of brand imageand positioning.


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Adaptability

The more adaptable and flexible the brand element, theeasier it is to update it to changes in consumer valuesand opinions.

For example, logos and characters can be given a newlook or a new design to make them appear more modernand relevant.


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Protectability

Marketers should: 1. Choose brand elements that can be legally

protected internationally.

2. Formally register chosen brand elements with theappropriate legal bodies.3. Vigorously defend trademarks from unauthorized

competitive infringement.


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Tactics for Brand Elements

A variety of brand elements can be chosen that inherentlyenhance brand awareness or facilitate the formation ofstrong, favorable, and unique brand associations. Brand names

URLs Logos and symbols Characters

Slogans Packaging


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Brand Names

Like any brand element, brand names must bechosen with the six general criteria of memorability,meaningfulness, likability, transferability, adaptability,and protectability in mind.


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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 extractfrom it are important. In particular, the brand name

can reinforce an important attribute or benefitassociation that makes up its product positioning.


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Brand Naming Procedures

Define objectives Generate names Screen initial candidates

Study candidate names Research the final candidates Select the final name


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Logos and Symbols

Play a critical role in building brand equity and especiallybrand awareness

Logos range from corporate names or trademarks (wordmarks with text only) written in a distinctive form, toentirely abstract designs that may be completelyunrelated to the word mark, corporate name, orcorporate activities


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Characters

A special type of brand symbol one that takes on human or real-life characteristics

Some are animated like Pillsburys Poppin FreshDoughboy, Peter Pan peanut butters character, and

numerous cereal characters such as Tony the Tiger,Capn Crunch, and Snap, Crackle & Pop. Others are live-action figures like Juan Valdez

(Colombian coffee), the Maytag repairman, and RonaldMcDonald. Notable newcomers include the AOL runningman, the Budweiser frogs, and the AFLAC duck.


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Slogans

Slogans are short phrases that communicate descriptiveor persuasive information about the brand.

Slogans are powerful branding devices because, likebrand names, they are an extremely efficient, shorthandmeans to build brand equity


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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)

Source: Monty Phan, Celebrating Their Sweet Success, Newsday, 21 September 2004


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Packaging

From the perspective of both the firm and consumers,packaging must achieve a number of objectives: Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at-home storage Aid product consumption

Susan B. Bassin , Value- Added Packaging Cuts through Store Clutter,

Marketing News , 26 September 1988, 21.


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Packaging Can Influence Taste

Our sense of taste andtouch is verysuggestible, and whatwe see on a packagecan lead us to tastewhat we think we aregoing to taste.


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Packaging Can Influence Value

Long after we havebought a product, apackage can still lead usto believe we bought itbecause it was a goodvalue.


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Packaging Can Influence Consumption

Studies of 48 different types of foods and personal careproducts have shown that people pour and consumebetween 18% and 32% more of a product as the size ofthe container doubles.

Valerie Folkes, Ingrid Martin and Kamal Gupta,When to Say When: Effects of Sup ply on Usage, Journal of Consumer Research , 20 December 1993, 467-477.


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Packaging Can Influence How a Person Uses aProduct

One strategy to increase use of mature products hasbeen to encourage people to use the brand in newsituations, like soup for breakfast, or new uses, likebaking soda as a refrigerator deodorizer.

An analysis of 26 products and 402 consumers showedthat twice as many people learned about the new usefrom the package than from television ads.


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Putting It All Together

The entire set of brandelements makes up thebrand identity, thecontribution of all brandelements to awarenessand image.

The cohesiveness of thebrand identity depends on

the extent to which thebrand elements areconsistent.

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