brandmgt_04

8/6/2019 BrandMgt_04

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4.1

IVIVCHOOSING BRAND ELEMENTS TO BUILDCHOOSING BRAND ELEMENTS TO BUILD

BRAND EQUITYBRAND EQUITY

Prof. Prriya RajProf. Prriya Raj

AsiaAsia--Pacific Institute of ManagementPacific Institute of ManagementNew DelhiNew Delhi


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4.2

BuildingBuilding

CustomerCustomer--Based Brand EquityBased Brand Equity Brand knowledge structures depend on:Brand knowledge structures depend on:

The initial choices for the brand elementsThe initial choices for the brand elements

The supporting marketing program and the mannerThe supporting marketing program and the mannerby which the brand is integrated into itby which the brand is integrated into it

Other associations indirectly transferred to the brandOther associations indirectly transferred to the brandby linking it to some other entitiesby linking it to some other entities


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4.3

Criteria for Choosing Brand ElementsCriteria for Choosing Brand Elements

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikabilityTransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

Marketers offensive strategyand build brand equity

Defensive role for leveragingand maintaining brand equity


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4.4

MemorabilityMemorability

Brand elements should inherently be memorableBrand elements should inherently be memorable

and attentionand attention--getting, and therefore facilitategetting, and therefore facilitate

recall or recognition.recall or recognition. For example, a brand of propane gas cylindersFor example, a brand of propane gas cylinders

named Blue Rhino featuring a powdernamed Blue Rhino featuring a powder--blueblue

animal mascot with a distinctive yellow flame isanimal mascot with a distinctive yellow flame is

likely to stick in the minds of consumers.likely to stick in the minds of consumers.


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4.5

MeaningfulnessMeaningfulness

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

Two particularly important criteria

General information about the nature of the product categoryGeneral information about the nature of the product category

Specific information about particular attributes and benefitsSpecific information about particular attributes and benefits

of the brandof the brand

The first dimension is an important determinant ofThe first dimension is an important determinant ofbrand awareness and salience; the second, of brandbrand awareness and salience; the second, of brandimage and positioning.image and positioning.


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4.6

LikabilityLikability

Do customers find the brand elementDo customers find the brand element

aesthetically appealing?aesthetically appealing?

Descriptive and persuasive elements reduce theDescriptive and persuasive elements reduce theburden on marketing communications to buildburden on marketing communications to buildawareness.awareness.


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4.7

TransferabilityTransferability

How useful is the brand element for line orHow useful is the brand element for line or

category extensions?category extensions?

To what extent does the brand element add toTo what extent does the brand element add tobrand equity across geographic boundaries andbrand equity across geographic boundaries andmarket segments?market segments?


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4.8

AdaptabilityAdaptability

The more adaptable and flexible the brandThe more adaptable and flexible the brand

element, the easier it is to update it to changes inelement, the easier it is to update it to changes inconsumer values and opinions.consumer values and opinions.

For example, logos and characters can be givenFor example, logos and characters can be givena new look or a new design to make thema new look or a new design to make them

appear more modern and relevant.appear more modern and relevant.


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4.9

ProtectabilityProtectability

Marketers should:Marketers should:

1.1. Choose brand elements that can be legallyChoose brand elements that can be legallyprotected internationally.protected internationally.

2.2. Formally register chosen brand elements with theFormally register chosen brand elements with theappropriate legal bodies.appropriate legal bodies.

3.3. Vigorously defend trademarks from unauthorizedVigorously defend trademarks from unauthorized

competitive infringement.competitive infringement.


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4.10

Tactics for Brand ElementsTactics for Brand Elements

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

Brand namesBrand names URLsURLs

Logos and symbolsLogos and symbols

CharactersCharacters

SlogansSlogans

PackagingPackaging


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4.11

Brand NamesBrand Names

Like any brand element, brand names mustLike any brand element, brand names must

be chosen with the six general criteria ofbe chosen with the six general criteria ofmemorability, meaningfulness, likability,memorability, meaningfulness, likability,

transferability, adaptability, and protectabilitytransferability, adaptability, and protectabilityin mind.in mind.


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4.12

BrandBrand Naming GuidelinesNaming Guidelines

Brand awarenessBrand awareness

Simplicity and ease of pronunciation and spellingSimplicity and ease of pronunciation and spelling

Familiarity and meaningfulnessFamiliarity and meaningfulness Differentiated, distinctive, and uniquenessDifferentiated, distinctive, and uniqueness

Brand associationsBrand associations

The explicit and implicit meanings consumersThe explicit and implicit meanings consumersextract from it are important. In particular, the brandextract from it are important. In particular, the brandname can reinforce an important attribute or benefitname can reinforce an important attribute or benefitassociation that makes up its product positioning.association that makes up its product positioning.


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4.13

BrandBrand Naming ProceduresNaming Procedures

Define objectivesDefine objectives

Generate namesGenerate names

Screen initial candidatesScreen initial candidates Study candidate namesStudy candidate names

Research the final candidatesResearch the final candidates

Select the final nameSelect the final name


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4.14

URLsURLs

URLs (uniform resource locators) specifyURLs (uniform resource locators) specify

locations of pages on the web and are alsolocations of pages on the web and are alsocommonly referred to ascommonly referred to as domain names.domain names.

A company can either sue the current owner ofA company can either sue the current owner ofthe URL for copyright infringement, buy thethe URL for copyright infringement, buy the

name from the current owner, or register allname from the current owner, or register all

conceivable variations of its brand as domainconceivable variations of its brand as domainnames ahead of time.names ahead of time.


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4.15

Logos and SymbolsLogos and Symbols

Play a critical role in building brand equity andPlay a critical role in building brand equity and

especially brand awarenessespecially brand awareness

Logos range from corporate names orLogos range from corporate names ortrademarks (word marks with text only) writtentrademarks (word marks with text only) writtenin a distinctive form, to entirely abstract designsin a distinctive form, to entirely abstract designs

that may be completely unrelated to the wordthat may be completely unrelated to the word

mark, corporate name, or corporate activitiesmark, corporate name, or corporate activities


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4.16

CharactersCharacters

A special type of brand symbolA special type of brand symbolone that takes onone that takes onhuman or realhuman or real--life characteristicslife characteristics

Some are animated like Pillsburys Poppin FreshSome are animated like Pillsburys Poppin Fresh

Doughboy, Peter Pan peanut butters character, andDoughboy, Peter Pan peanut butters character, andnumerous cereal characters such as Tony the Tiger,numerous cereal characters such as Tony the Tiger,Capn Crunch, and Snap, Crackle & Pop.Capn Crunch, and Snap, Crackle & Pop.

Others are liveOthers are live--action figures like Juan Valdezaction figures like Juan Valdez

(Colombian coffee), the Maytag repairman, and Ronald(Colombian coffee), the Maytag repairman, and RonaldMcDonald. Notable newcomers include the AOLMcDonald. Notable newcomers include the AOLrunning man, the Budweiser frogs, and the AFLACrunning man, the Budweiser frogs, and the AFLACduck.duck.


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4.17

SlogansSlogans

Slogans are short phrases that communicateSlogans are short phrases that communicate

descriptive or persuasive information about thedescriptive or persuasive information about thebrand.brand.

Slogans are powerful branding devices because,Slogans are powerful branding devices because,like brand names, they are an extremely efficient,like brand names, they are an extremely efficient,

shorthand means to build brand equityshorthand means to build brand equity


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4.18

Classic Slogans

Melts in your mouth, not in your handsMelts in your mouth, not in your hands

(M&Ms)(M&Ms)

Sometimes you feel like a nut, sometimes youSometimes you feel like a nut, sometimes youdont (Almond Joy/Mounds)dont (Almond Joy/Mounds)

Wheres the beef? (Wendys)Wheres the beef? (Wendys)

A mind is a terrible thing to waste (United

A mind is a terrible thing to waste (UnitedNegro College Fund)Negro College Fund)

Can you hear me now? (Verizon)Can you hear me now? (Verizon)Source: Monty Phan, Celebrating Their Sweet Success, Newsday, 21 September 2004, A43.


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4.19

JinglesJingles

Jingles are musical messages written aroundJingles are musical messages written aroundthe brand. Typically composed by professionalthe brand. Typically composed by professionalsongwriters, they often have enough catchysongwriters, they often have enough catchy

hooks and choruses to become almosthooks and choruses to become almostpermanently registered in the minds ofpermanently registered in the minds oflistenerslistenerssometimes whether they want themsometimes whether they want themto or not!to or not!

Jingles are perhaps most valuable in enhancingJingles are perhaps most valuable in enhancingbrand awareness.brand awareness.


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4.20

PackagingPackaging

From the perspective of both the firm andFrom the perspective of both the firm and

consumers, packaging must achieve a number ofconsumers, packaging must achieve a number ofobjectives:objectives:

Identify the brandIdentify the brand

Convey descriptive and persuasive informationConvey descriptive and persuasive information

Facilitate product transportation and protectionFacilitate product transportation and protection

Assist atAssist at--home storagehome storage

Aid product consumptionAid product consumption

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

MarketingNews,MarketingNews, 26 September 1988, 21.26 September 1988, 21.


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4.21

Packaging Can Influence TastePackaging Can Influence Taste

Our sense of taste and touch is very suggestible,Our sense of taste and touch is very suggestible,

and what we see on a package can lead us toand what we see on a package can lead us totaste what we think we are going to taste.taste what we think we are going to taste.


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4.22

Packaging Can Influence ValuePackaging Can Influence Value

Long after we have bought a product, aLong after we have bought a product, a

package can still lead us to believe we boughtpackage can still lead us to believe we boughtit because it was a good value.it because it was a good value.


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4.23

Packaging Can InfluencePackaging Can Influence

ConsumptionConsumption

Studies of 48 different types of foods andStudies of 48 different types of foods and

personal care products have shown that peoplepersonal care products have shown that peoplepour and consume between 18% and 32% morepour and consume between 18% and 32% more

of a product as the size of the container doubles.of a product as the size of the container doubles.

Valerie Folkes, Ingrid Martin and Kamal Gupta,Valerie Folkes, Ingrid Martin and Kamal Gupta,

When to SayWhen: Effects of Supply on Usage,When to SayWhen: Effects of Supply on Usage,

Journal of Consumer ResearchJournal of Consumer Research, 20 December 1993, 467, 20 December 1993, 467--477.477.


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4.24

Packaging Can Influence How aPackaging Can Influence How a

Person Uses a ProductPerson Uses a Product

One strategy to increase use of mature productsOne strategy to increase use of mature productshas been to encourage people to use the brandhas been to encourage people to use the brandin new situations, like soup for breakfast, or newin new situations, like soup for breakfast, or new

uses, like baking soda as a refrigeratoruses, like baking soda as a refrigeratordeodorizer.deodorizer.

An analysis of 26 products and 402 consumersAn analysis of 26 products and 402 consumersshowed that twice as many people learned aboutshowed that twice as many people learned aboutthe new use from the package than fromthe new use from the package than fromtelevision ads.television ads.


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4.25

Putting It All TogetherPutting It All Together

The entire set of brand elements makes up theThe entire set of brand elements makes up thebrand identity,brand identity, the contribution of all brandthe contribution of all brandelements to awareness and image.elements to awareness and image.

The cohesiveness of the brand identity dependsThe cohesiveness of the brand identity dependson the extent to which the brand elements areon the extent to which the brand elements are

consistent.consistent.

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