Choosing brand elements to build brand equityAt the end of this module, the learning outcomes are:Criteria for choosing brand elements.Options and tactics for brand elementsRole of packaging.

1.*

Choosing brand elements to build brand equitySuggested ReadingsStrategic Brand Management by Keller, Parmeswaran and Jacob 3rd edition Chapter 41.*

4.*Building Customer-Based Brand EquityBrand 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 itOther associations indirectly transferred to the brand by linking it to some other entities

4.*Criteria for Choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability Marketers offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity

4.*MemorabilityBrand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. For example, a brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers.

MemorabilityCoca-ColaRed and White logorecognized4.*

4.*MeaningfulnessBrand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product categorySpecific information about particular attributes and benefits of the brand The first dimension is an important determinant of brand awareness and salience; the second, of brand image and positioning.

MeaningfulnessGeneral information about the nature of the product categoryan element should be meaningful, or descriptive, persuasive, inherently fun and interesting, and rich in visual and verbal imagery

4.*

MeaningfulnessSpecific information about particular attributes and benefits of the brand to what extent does the brand element suggest something about the particular kind of product that the brand would likely to be?4.*

MeaningfulnessFair and LovelyClose Up4.*

4.*LikabilityDo customers find the brand element aesthetically appealing? Descriptive and persuasive elements reduce the burden on marketing communications to build awareness.

LikabilityNimboozNimbu PaniFavorite summer drinkQuench thirstRoadside vendorsHealth hazardPackaged drink4.*

LikabilityNimboozNimbu PaniAttractive packagingUse of green and yellow colorsMulti media campaignAssociated with IPLTo create Asli Nimbu Pani.4.*

LikabilityMountain DewLaunched red cherry flavored beverage called Mountain Dew Code Red.( in year 2000)Used radio and outdoor advertisingSampling and indoor merchandisingGiven a sample during sporting eventsCreated website and featured an interactive game called Mission Code Red 24.*

LikabilityMountain DewAttracted raid fan basePopular among teens and high tech community a virus was named Code red after detected by two computer engineersSent five cases of Code Red.5th best selling soft drink.4.*

Mountain Dew

4.*

4.*TransferabilityHow useful is the brand element for line or category extensions? To what extent does the brand element add to brand equity across geographic boundaries and market segments?

TransferabilityExxonOil companyTranslates well into other languagesNo inherent meaningTrying to translate their brand names into other languages tends to become mistake4.*

TransferabilityAmazon.comName of riverLargestWide variety of goods could be shippedDiverse range of products.4.*

TransferabilityDangersWhen Pepsi started marketing its products in China, they translated their slogan Pepsi brings you back to life. pretty literally. The slogan in Chinese really meant Pepsi brings your ancestors back from the grave.4.*

4.*AdaptabilityThe more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. For example, logos and characters can be given a new look or a new design to make them appear more modern and relevant.

Adaptability4.*

Adaptability4.*

AdaptabilityNanoSame meaning across different geographical markets4.*

4.*ProtectabilityMarketers should:Choose brand elements that can be legally protected internationally. Formally register chosen brand elements with the appropriate legal bodies.Vigorously defend trademarks from unauthorized competitive infringement.

ProtectabilityXeroxTrademark rightsgeneric4.*

4.*Tactics for Brand ElementsA variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations.Brand namesURLsLogos and symbolsCharactersSlogansPackaging

4.*Brand NamesLike any brand element, brand names must be chosen with the six general criteria of memorability, meaningfulness, likability, transferability, adaptability, and protectability in mind.

4.*Brand Naming GuidelinesBrand awarenessSimplicity and ease of pronunciation and spelling Familiarity and meaningfulness Differentiated, distinctive, and uniquenessBrand associationsThe 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 up its product positioning.

Brand Naming GuidelinesSimplicity and ease of pronunciation and spelling Coca-Cola as also CokeHonda Acura

4.*

Brand Naming GuidelinesFamiliarity and meaningfulnessDodgeChyrslerIt also connoted young, youthful and vibrant.

4.*

Brand Naming GuidelinesDifferentiated, distinctive, and uniquenessInherently unique4.*

Brand Naming GuidelinesBrand associationsMeanings extracted are importantWhy use of X is commonX Box, X TrailX representsextreme, youth and on the edge

4.*

Brand Naming GuidelinesPlosives and SibilantsPlosives Escape from the mouth quicklyb, c, d, g, k, pMake names more specificMore easily recognized

4.*

Brand Naming GuidelinesSibilantsHarsher to speak Softer soundConjure romantic, serene imagesFound in perfumesCie, Chanel, Cerissa

4.*

4.*Brand Naming ProceduresDefine objectives Generate names Screen initial candidates Study candidate names Research the final candidates Select the final name

Brand Naming GuidelinesJetBlueAn airlineBudget airline conceptStylish travelerBlue means clear skiesTrademark for blue difficultGeneric nameNeed a prefix4.*

4.*URLs

URLs (uniform resource locators) specify locations of pages on the web and are also commonly referred to as domain names. A company can either sue the current owner of the URL for copyright infringement, buy the name from the current owner, or register all conceivable variations of its brand as domain names ahead of time.

URLs

URLsSheer numbersFind a word which is not registeredCaterpillar has 600 registered URLsProblems of infringement4.*

URLs

YahooStarted by Jarry Yang and David FiloYa means yet anotherYahooFilos father calling him little yahoo4.*

4.*Logos and SymbolsPlay a critical role in building brand equity and especially brand awareness Logos range from corporate names or trademarks (word marks with text only) written in a distinctive form, to entirely abstract designs that may be completely unrelated to the word mark, corporate name, or corporate activities

Logos and SymbolsLogos and SymbolsCan be names, trademarksNameCoca Cola, Kit KatAbstract LogosMercedez Benz, Rolex, NikeAlso called as symbols

4.*

Logos and SymbolsSome are inbetweenMcDonalds Golden Arch4.*

Logos and SymbolsBenefitsVersatileTransfer well across culturesCan be changed to make contemporary

4.*

Logos and SymbolsCharactersRonald McDonaldBudweiser Frogs4.*

Logos and Symbols4.*

Logos and Symbols4.*

4.*CharactersA special type of brand symbolone that takes on human or real-life characteristics Some are animated like Pillsburys Poppin Fresh Doughboy, 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 Ronald McDonald. Notable newcomers include the AOL running man, the Budweiser frogs, and the AFLAC duck.

CharactersBenefits of CharactersAttention gettingCreating band awarenessHuman part creates perceptions of the brand fun and interestingCan be licensed to earn revenue

4.*

CharactersVodafone ZoozooCreate differentiationZoozoo creative were usedCommunicate 30 different VASLook differentCreate differentiationEach creative film was about a particular VAS.Likeability, viewer interest and memorability 4.*

CharactersVodafone ZoozooCreated immediate awareness, interest and knowledge of the buyer.360 degree communication made the character talk of the town.Launched during IPL.One of the best nonliving characterOthers are Amul girl, Gattu4.*

4.*SlogansSlogans are short phrases that communicate descriptive or persuasive information about the brand. Slogans are powerful branding devices because, like brand names, they are an extremely efficient, shorthand means to build brand equity

SlogansSnickersHungry? Grab a SnickersCitibankThe Citi never sleepsGilletteThe best a man can get4.*

SlogansDesigning Slogans7upThe only way to go is up.Easiest to change over timeRecognize hoe the slogan is contributing to brand equity.4.*

4.*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, A43.

4.*JinglesJingles are musical messages written around the brand. Typically composed by professional songwriters, they often have enough catchy hooks and choruses to become almost permanently registered in the minds of listenerssometimes whether they want them to or not! Jingles are perhaps most valuable in enhancing brand awareness.

JinglesJinglesMusical messages written around the brand.Thums Up: Taste the ThunderCadbury: Asli Swad Zindagi kaBajaj: Hamara Bajaj4.*

JinglesKit KatGive Me a breakSince 1988Sixth best selling chocolate candy bar in US4.*

4.*PackagingFrom the perspective of both the firm and consumers, packaging must achieve a number of objectives:Identify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at-home storageAid product consumptionSusan B. Bassin, Value-Added Packaging Cuts through Store Clutter, Marketing News, 26 September 1988, 21.

PackagingPackage DesignColorBlueIBM ComputersYellowKodakRedColgate tooth paste

4.*

PackagingColor affect consumer perceptions.Darker the orange shade of the can, sweeter consumers believe the drink inside to be.4.*

PackagingSaffolaPositioned for heart protectionPackaging a critical partDesigned in the shape of heartConvey products health benefitsHelped in consistent increase in sales.4.*

4.*Packaging Can Influence Taste Our sense of taste and touch is very suggestible, and what we see on a package can lead us to taste what we think we are going to taste.

4.*Packaging Can Influence Value Long after we have bought a product, a package can still lead us to believe we bought it because it was a good value.

4.*Packaging Can Influence Consumption Studies of 48 different types of foods and personal care products have shown that people pour and consume between 18% and 32% more of a product as the size of the container doubles. Valerie Folkes, Ingrid Martin and Kamal Gupta, When to Say When: Effects of Supply on Usage, Journal of Consumer Research, 20 December 1993, 467-477.

4.*Packaging Can Influence How a Person Uses a Product One strategy to increase use of mature products has been to encourage people to use the brand in new situations, like soup for breakfast, or new uses, like baking soda as a refrigerator deodorizer. An analysis of 26 products and 402 consumers showed that twice as many people learned about the new use from the package than from television ads.

4.*Putting It All Together The entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image. The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent.

*Include the activities of designing and producing the container for a product Container is called package Includes upto three levels of packagingPrimarySecondaryshippingPackaging

PackagingOld Spice aftershave lotion Primary package Bottle Secondary package Cardboard box Shipping package In a corrugated box

*

Factors Contributing to the Emphasis on PackagingSelf-serviceConsumer affluenceCompany/brand imageInnovation opportunity

PackagingSelf-serviceMany productsSold on self-service basisPackaging has to attract buyers, describe product features*

PackagingSelf-serviceMany productsSold on self-service basisPackaging has to attract buyers, describe product features*

PackagingConsumer affluenceConsumers are willing to pay moreConvenienceAppearanceDependabilityprestige

*

PackagingCompany/brand imageInstant recognitionVisible impact*

PackagingInnovation opportunityCan bring large benefits to consumersProfits to producers

*

*Innovations in Packaging

*

PackagingObjectives of packaging Identify the brandConvey descriptive and persuasive informationFacilitate product transportation and protectionAssist at home storageAid product consumption*

LABELINGLabelingsimple tag attached to the product or an elaborately designed graphic that is part of the packageCarry product information *

12-*Functions of LabelsIdentifiesGradesDescribesPromotes

12-*

LABELINGIdentifiesHelps in identifying productFrooti on mango juice*

LABELINGGradesGrading of the productKingfisherPercentage of alcohol in Beer*

LABELINGDescribes

Who made itWhere was it manufacturesWhen was it produced

*

LABELINGPromotesPromote the product through attractive graphics*

LABELINGWarranties and GuaranteesFormal statement of expected product performanceCan be returned to the manufacturerGuarantees are more specificLegally binding for certain product performanceReduce the buyers perceived risk*

12-*Warranties and Guarantees

12-*

*Innovation in packaging

Tetra packs Launch of bottles No need of bottle No need to send back bottle Avoid breakages

Packaging

*Pouches / Sachets New technology Introduce products in small quantities Include trial Very useful in rural areas Airtel, Surf , Pan Parag, Colgate Increasing their sales.

Packaging

*Ponds Cold Cream Initially launched in bottles Placed on dressing tables Wanted to increase sales Introduced in tubes Portable Sales doubled

Packaging

*Application Convenience Harpic liquid toilet cleaner Fitted with a nozzle Could effectively clean toilets Sales increased

Packaging

*5. Re-usable containers Nescafe coffee Attractive glass jar Could be used as glass Packaging

Packaging6. Retail packs Bournvita, Nescafe Retail packs Economy Price lower than standard packs

*

*Unique shape of products Le Sancy soap Bean shape How to show this Transparent packaging Product shape could be seen

Packaging

*TO CONCLUDE

Packaging is an important part of the product Valuable contribution to product personality

Packaging

1920****