session 4

Brand Elements &

Secondary Associa4ons

Session 4

October 07 , 2011

Reading Keller Chapters 7 & 11

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Brand Management Process

Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values & Brand mantra

Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations

Brand Value Chain Brand audits Brand tracking Brand equity management system

Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization

KEY CONCEPTS STEPS

Grow and Sustain Brand Equity

Identify and Establish Brand Positioning and Values

Plan and Implement Brand Marketing Programs

Measure and Interpret Brand Performance

CORE – UNDERSTANDING WHAT IS A BRAND

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Determinants of Customer-‐Based Brand Equity

� Customer is aware of and familiar with the brand

� Customer holds some strong, favorable, and unique brand associa6ons in memory

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Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS

Choosing Brand Elements Brand name Memorability Logos Meaningfulnes Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability

Developing Marketing Programs Product Tangible and intangible benefits

Tangible and intangible Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options

Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event

Awareness Meaningfulness Transferability

Possible Outcomes Greater loyalty Less vulnerability to competitive

marketing actions and crises Larger margins More elastic response to price

decreases More inelastic response to price

increases Greater trade cooperation and

support Increased marketing communication

efficiency and effectiveness Possible licensing opportunities More favorable brand extension

evaluations

Brand Awareness Depth Breadth

Recall Recognition Purchase Consumption

Brand Associations Strong Favorable Unique

Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Do N

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Building Customer-‐Based Brand Equity

� Brand knowledge structures depend on . . . � The ini4al choices for the brand elements

� The suppor4ng marke4ng program and the manner by which the brand is integrated into it

� Other associa4ons indirectly transferred to the brand by linking it to some other en44es

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Branding – Brand Elements

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Brand Elements

� Some4mes called brand iden-ty � Are trademarkable devices that serve to � Iden4fy & � Differen4ate a Brand

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Brand Elements � A variety of brand elements can be chosen that inherently enhance brand awareness or facilitate the forma4on of strong, favorable, and unique brand associa4ons: � Brand Name � Logo � Symbol � Signage � Ambassadors

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•  Character •  Packaging •  Slogan •  Jingles •  URL ( Uniform resource locators) Do N

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Brand Elements � Brand elements can be � Chosen to enhance brand awareness � Facilitate strong & + ve brand associa4ons

� Elicit + ve � Judgments & � Feelings

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Brand Elements Choice Criteria: General Considera4ons

1.  Memorable �  Easily Recognized �  Easily Recalled

2.  Meaningful �  Credible & Sugges4ve �  Rich Visual & Verbal

Imagery 3.  Appealing

�  Fun & Interes4ng �  Aesthe4cs

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4.  Adaptable –  Flexible & Updateable

5.  Protectable –  Legally –  Compe44vely

6.  Transferrable –  Within & Across

Product Categories –  Across Geographical

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Brand Building measures

1.  Memorable �  Easily Recognized �  Easily Recalled

2.  Meaningful �  Credible & Sugges4ve �  Rich Visual & Verbal

Imagery 3.  Appealing

�  Fun & Interes4ng �  Aesthe4cs Do N

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Defensive & Protec4ve Measures






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Brand Elements •  Memorability – A necessary condi@on for –  Recogni4on –  Recall A func4on of –  Seman4c content –  Euphony –  Visual proper4es

Eg : Amul, Nescafe’, Femina TNS -‐ GLAKES 13

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Brand Elements Meaningful – to reinforce –  Credible & Sugges4ve –  Rich Visual & Verbal Imagery That are –  Descrip4ve –  Persuasive

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General description of category

(Airtel/ Aircell)

Specific information on

Attributes and benefits

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Brand Elements

Appealing �  Fun & Interes4ng �  Aesthe4cs Through �  Rich Visuals �  Verbal imagery

Eg. Cadbury Perk, Parle 50:50, Parle Melody,M Tv

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Defensive & Protec4ve Measures






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Brand Element – Brand Name

•  Most Central Element -‐ ( Like naming Child ) – Captures the theme, core values & key associa4ons of the product

– Easy to comprehend – Conveys in a giffy what would take much longer through other means of communica4on

More the meaningful less transferable Less adaptable over 4me – strong associa4ons

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Brand Element – Brand Name

Most difficult process In English –  Dic4onary 140000 words –  Average vocabulary 20000 words ( Ca 15% ) –  Ohen used in TVs 7000 words ( Ca 5 % )

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Brand Name – Naming guidelines

Landor’s Brand name taxonomy 1.  Descrip4ve 2.  Sugges4ve 3.  Compounds 4.  Classical 5.  Arbitrary 6.  Fanciful

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Branding is both an art & science

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Descrip4ve �  Describes the name literally �  Generally unregisterable Eg. Air India, Air France

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Sugges4ve �  Sugges4ve of a benefit or func4on �  Some4mes spelt differently for

registerability Eg. AirTel, Aircell, Fair & Lovely, Krack

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Compounds �  Combina4on of 2 or more words �  Ohen unexpected words Eg. Blue Dart

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Classical �  Based on Sanskrit, Greek or La4n Eg. Chandrika, Va4ka, Ayush, Hajmola

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Arbitrary �  Real words with no 4e up to the

company Eg. Real, Apple

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Fanciful •  Coined words with or without obvious

meaning Eg. Dalda, Dabur, Ranbaxy, Onida, Ortem STAR (Satellite Television Asia Region), YAHOO (Yet Another Hierarchical Officious Oracle )

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Brand Name

Brand awareness improves with Brand names that are

•  Easy to pronounce or spell •  Familiar & meaningful •  Different dis4nc4ve & unusual •  Short & rememberable

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Brand Name

•  Some brand names tend to become nick names over a period of 4me

•  These nick names themselves become a brand

Coke, Chevy, Cherry, Bud

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Brand Name Brand Associa-ons :

Though a memorable name is valuable, necessary to have a broader meaning signifying associa4ons –  Performance related – Think pad, Close up,

Froo4, Head & Shoulders –  Intangible / Feeling related – Joy, Aqua Fresh,

Minto fresh, Stay free, Feelings, Rasna

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Brand Name Brand Associa-ons : Meaningful names are not restricted to real words only Consumers can extract meaning or associa4ons of coined names as well ( euphony & Alpha numeric ) CompaQ, Crocin, Metacin, Qualis Chanel 5, P 4, Formula 44

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Brand Name – Naming Procedure

1.  Define Branding objec4ves 2.  Generate Names 3.  Screen & Eliminate 4.  TM Legal search 5.  Consumer Research 6.  Finalise ( Read Figure 4.6 Keller Pp 190 )

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1.  Define Branding objec4ves �  Descrip4ve �  Sugges4ve �  Compounds �  Classical �  Arbitrary �  Fanciful

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2.  Generate Names �  Exisi4ng �  Exisi4ng & Registered �  Employees �  Agency �  Vendors �  Family �  Contests

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3.  Screen & Eliminate �  Uninten4onal double meaning �  Unpronounceable �  In use or too close �  Contradic4ng posi4oning �  Legal

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®  TM / Legal search �  Na4onal �  Interna4onal

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5.  Consumer research �  Qualita4ve �  Focus groups

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6.  Finalisa4on �  Elements �  Registra4on

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Brand Elements – others

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BRAND NAME

Logos & Symbols

Characters

Signage Packaging & Colour

Slogans

Jingles

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Brand Elements -‐ Others

1.  Logos & symbols 2.  Characters 3.  Signage 4.  Packaging & Colour 5.  Slogans 6.  Jingles

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Brand Elements -‐ others

•  Brand name – Central •  Other elements •  Reinforce •  Increase recall & memorability •  Provide versa4lity & contemprorisa4on •  Break monotony •  Some4mes humorous

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Brand Elements -‐ others

•  Other elements •  Long history •  Have origins in •  Epics/mythology/ Gods – vahanas & Flags •  Roylaty & Noble – Crests •  Flags & seals

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Brand Elements – Logos, Symbols & Characters

�  Maharaja �  Amul girl �  Gapu ( Asian paints) �  Ship,Cheeta Fight �  Pillsbury �  Boomer �  Michelin �  Bunny energizer

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Brand Elements – Logos •  Differen4ated companies & firms •  Used in sta4onary •  Extended to labels •  Augmented products •  Indeed signified Trade Mark & Brands •  Signatures for authen4city •  Contemporarised •  Have significance •  Integral part of Branding

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Logos & Meaning

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Brand Elements – Slogans �  Uperly buperly delicious �  Ebang obang chabang �  Thunigal palapalakkhude jolijolikkhude �  Thanda mathlab Coca Cola �  Yeh Pyas hai badi �  Oye Bubbli �  Tazki Rachna Rasna �  Do the dew �  Just do it

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Brand Elements – Jingles

�  Bripannia �  AirTel �  Kasau4 Jindagi Key

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Brand Elements -‐ Packaging

•  Silent Sales person •  Product promo4ons •  Merchandising & Display •  Quality reassurance •  Reposi4oning •  M.R & Tracking – Sales & movement

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Brand Elements -‐ Summary

One of keys to successful branding is the op4mal “MIX & MATCH” of various brand elements

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Brand Management Process

Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values & Brand mantra

Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations

Brand Value Chain Brand audits Brand tracking Brand equity management system

Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization

KEY CONCEPTS STEPS

Grow and Sustain Brand Equity

Identify and Establish Brand Positioning and Values

Plan and Implement Brand Marketing Programs

Measure and Interpret Brand Performance

CORE – UNDERSTANDING WHAT IS A BRAND

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Leveraging Secondary Brand Knowledge

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�  What is Brand Management Process �  When I make the following statements

what come to your mind

�  Ayurveda �  Buper �  Health �  Perfume �  Wine �  Watches �  Fitness �  Accessories �  Hospitality �  Loyalty Program �  Processors �  Family entertainment / Music

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Leveraging Secondary Associa4ons

•  Brand associa4ons may themselves be linked to other en44es, that have their own knowledge structure in the mind of consumers. Because of their linkages consumers may assume or infer that some of the associa4ons or responses that characterise the other en44es may also be true for the brand. •  Ayurveda Dabur •  Buper Amul •  Vanaspa4 Dalda •  Shoes Bata TNS -‐ GLAKES 51

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� Brand associa4ons may themselves be linked to other en44es, crea4ng secondary associa4ons such as: �  Company (through branding strategies) �  Country of Origin (through iden4fica4on of product origin) �  Channels of Distribu4on (through channels strategy) �  Other Brands (through co-‐branding) �  Characters (through licensing) �  Celebrity Spokesperson (through endorsement adver4sing) �  Events (through sponsorship) �  Other third party sources (through awards & reviews)

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�  How do you take forward these associa4ons eg. Apollo

�  What does it depend on ? �  What is the brand management task &

process ? �  Which are strategic and tac4cal issues

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•  Company (through branding strategies)

Strong Associa4ons

Branded House House of Brands Apollo Health care Pharmacy Pharmaceu4cals Insurance

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Leveraging Secondary Associa4ons v Country of origin (through iden4fica4on of product origin) Scotland Scotch

Germany Merc / BMW French Perfume / Wine Italy Accessories/ Pasta Swiss Watch Belgium Crystals Japan Electronics India ? Giovanni Trouser,Arrow shirt,Armani perfume,Omega watch, Dunhill accessories,Mercedes car,Chivas in Belgium crystal with Havana cigar

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Page 3?

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v Channels of Distribu4on (through channels strategy) v  HLL / ITC Tradi4onal v  Bio4q / Bata Exclusive outlets v  Amway / Tupperware Mul4level v  Big Bazaar v  Lifestyle v  Shopper’s Stop

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v Other Brands (through co-‐branding)

v  Park Sheraton v  Pruden4al ICICI v  Ci4bank Jet Master card v  One World / Sky Team v  CNN-‐IBN v   Modi Xerox

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v Other Brands (Ingredient branding) v  Intel Inside v  DuPont Teflon coa4ng v  Raffles Class – Kris World – World Traveler v  Flying Dutchman / Flying Returns v  Nutrasweet

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v  License / Franchise v  Walt Disney v  Merchandising & Characters v  Publishing v  Music , Audio, sohware v  Disney Store

v  Pizza Hut v  Foodworld

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v Celebrity Endorsements v Draw apen4on v Influence percep4ons v Build confidence

v Cons v Over use / too many brands v Match between celebrity & brand v Loss of popularity / diminishing value v involvement

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v Events / Third party sources (awards) v Spor4ng v Entertainment v Seminars v Social v Cultural

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� These secondary associa4ons may lead to a transfer of: � Response-‐type associa4ons

�  Judgments (especially credibility) � Feelings

� Meaning-‐type associa4ons � Product or service performance � Product or service imagery

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Leveraging Secondary Associations

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� This transfer of secondary associa4ons will depend on: � Awareness and knowledge of en4ty � Perceived relevance of en4ty linkage

� Fit? � Cue overload? � Apribu4ons?

� Evalua4ve consistency with brand associa4ons

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Leveraging Secondary Associations

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Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES CONSUMER KNOWLEDGE EFFECTS BRANDING BENEFITS

Choosing Brand Elements Brand name Memorability Logos Meaningfulnes Symbol Appeal Character Transferability Packaging Adaptability Slogan Protectability

Developing Marketing Programs Product Tangible and intangible benefits Price Value perceptions Distribution channels Integrate”push” and “pull” Communications Mix and match options

Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event

Awareness Meaningfulness Transferability

Possible Outcomes Greater loyalty Less vulnerability to competitive

marketing actions and crises Larger margins More elastic response to price

decreases More inelastic response to price

increases Greater trade cooperation and

support Increased marketing communication

efficiency and effectiveness Possible licensing opportunities More favorable brand extension

evaluations

Brand Awareness Depth Breadth

Recall Recognition Purchase Consumption

Brand Associations Strong Favorable Unique

Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Do N

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TNS -‐ GLAKES 65

Branding & Brand Management

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What is Brand Management?

� Brand Builders main task � take & tap the exis4ng brand legacy � adapt brands to suit the requirements of consumers requirements.

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•  Components of Main Brand Builders task •  Embrace the increasing possibili4es for communica4ng brand values

•  Acknowledge growing financial pressures on brands to make a return.

•  Issue: Agencies are communicators..some given responsibility to modify core brand values…brand owners may run into difficul4es with this later..

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•  Marke4ng as Brand Management’s responsibility is to build long-‐term profitable growth for the company’s brands.

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� To accomplish this, marke4ng must: � Deliver sustained value to consumers � Enhance brand equity by keeping their brands relevant, fresh and contemporary

� Build consumer loyalty towards their brand

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What is a Brand Management? •  Brand Building Begins By – Understanding & an4cipa4ng the needs and desires of the consumer

– Understanding the key apributes of the product(s) •  Our Mission is to DISCOVER (rather than Invent) the brand’s CORE VALUES and abide by them.

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“You have to maintain and replenish a

brand over 4me or it will die”

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Brand Vision and Essence

BRAND = Mindset EQUITY = Roots

ESSENCE = Brand’s Soul VISION = Brand’s DNA

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� Brand Management is reliant on en4re corpora4on and agency teams

� In Opera4onalizing the brand, the highest priority is to enlist the support of each member of the team

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Innova4ve Analysts Sociologists Poli4cians Managers

Entrepreneurs Evangelists

Brand Stewards

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Brand Champions&

authors As much an art

as science

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session 4

Documents

brand stepsidentify

brand iden

brand positioning

brand elements op y

variety of brand elements

brand marketing programs

unique brand associa4ons

brand marketing activities