MKT 427:CHAPTER: 4 CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

Criteria for choosing brand elements: names, symbols, logos, semantic content, visual properties, more attention getting easy to remember eg: Blue Rhino (propane gas cylinder), reinforcing it with a powder-blue mascot with distinctive yellow flame.

Memorability:

Meaningfulness:
"The world's local bank"

General and Specific information eg: PepsiCo introduced their new Code Red soft drink. both product category and geographic sense. eg: Amazon connotes a massive South American river whereas ToysRUs obviously does not permit the same flexibility. eg: New look of logos and characters to make them appear modern and relevant. Legally protected on an international basis and Formally register and Vigorously defend trademarks from unauthorized competitive violation eg: Early entry of Molson Ice (ice beer category) quickly lost standpoint when Miller Ice (later became Bud Ice) was introduced.

Likeability: Transferability:

Adaptability: Protectability:

SEE PAGE 181 The Branding Mishaps Options and tactics for brand elements: Brand names: It is a fundamentally important choice because it often captures the central theme or key associations of a product in a very compact and economical fashion. Naming guidelines:

Descriptive Suggestive Compounds

Singapore Airlines marchFIRST, Agilent Technologies. redhat(software company)

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 Classical Arbitrary Fanciful

Meritor(meaning from merit, a children school) Apple Avanade ( software and security through net support)

Brand awareness:
Brand names are chosen that are: Simple and easy Familiar and Different Distinctive and to pronounce or meaningful unusual spell Aim toothpaste Coca cola became cokes Consumers may take away different perceptions of the brand if ambiguous pronunciation of its name results in different meanings. Although Honda wanted to mean, Honda Precis precise and accurate but for pronunciation PREE-sus-economy car PRAY-see-sports car PRAY-sus-family car Brand name may use alliteration Coleco GAME SELLER Repetition of consonant ColorStay lipsticks Familiar and meaningful Ocean High imagery Memory Low imagery Juicy Juice Suggesting product or service category Apple Distinctive Toys R us Unusual Combination of real words Xerox, Exxon Completely made up words Brand associations: Eg: Close-Up toothpaste. Naming procedures: Define the branding objectives Generating as many names and concepts Screening based on the branding objectives and marketing considerations Collecting more extensive information on each of the final 5 to 10 or so names. Consumer research for memorability and meaningfulness

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 Choose the name that maximizes the firms branding and marketing objectives and then formally register the name. Compaq because it is suggested a small computer. APPLE power book. Failed for different name in 1989. SEE PAGE 188 URLs YAHOO, Stanford University Theis Project, Father Called Little Yahoo SEE: suggestion of URL at page 198 Logos and symbols: Logos means to indicate origin, ownership or association. Logos range from corporate names or trademark written in a distinctive form to entirely abstract designs that may completely unrelated to the work mark, corporate name or corporate activites Strong word marks. Eg: Coca-Cola, Dunhill, Kit-Kat. Non-word mark logos (symbols) Eg: Mercedes star,Nike swoosh Benefits Easily recognize and can be valuable way to identify the product Its versatility Abstract logos offer when the full brand name difficult to use Achieve a more contemporary look. SEE page 179 Figure 4.7

Characters Its play a central role in ad campaign and package design

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Benefit : Often colorful and rich in imagery Tend to be attention getting Creating brand awareness Communicate a key product benefit Can enhance likeability and Help to create perception of the brand as fun and interesting Cautions: Brand character can be so attention getting and well liked that they dominate other brand element and actually dampen brand awareness Eveready When Ralston Purina introduced its drumming pink bunny that kept going and going and going. In ads for the Eveready Energizer battery, many consumers were captivated by the character that they paid little attention to the name of advertised brand. As a result they often mistakenly believed that the ad was for Evereadys chief competitor Duracell. Eveready had to add the pink bunny to its packages, promotions and other marketing communications to create stronger brand links. Slogans is communicate descriptive or persuasive information about the brand Slogans are powerful branding devices because like brand names, they are in extremely efficient, shorthand means to build brand equity Benefit: Build brand awareness by playing off the brand name The Citi Never Sleeps
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 More explicit by making strong links between the bran and the corresponding brand equity. Its not TV. Its HBO and Gillettes The Best a Man Can Get Designing Slogans: Some of the most powerful slogans contribute to brand equity in multiple ways. LikeBoost is the Secret of our Energy or Dar ke Age jeet Nahi Mountain Dew UPDATING Slogans: 7 UP MAKE 7 UP YOURS FEELS SO GOOD COMING DOWN DONT YOU FEEL GOOD ABOUT 7 UP? CRISP, AND CLEAN AND NO CAFFEINE UNCOLA, FREEDOM OF CHOICE HSBC "Your Future Is Our Future(1993)" "The world's local bank(2002)" "HongkongBank and You, The Winning Team(1987)"

Slogans are perhaps the easiest brand element to change over time; marketers have more flexibility in managing them. In changing slogans, however, they must do the following: Recognize the contribution of slogan Decide the equity enhancement Retain the current if working desired or update Jingles Jingles can be thought of as extended musical slogans and in that scene can be classified as a brand element. RC Cola with tomar jonno morte pari Desh Desh Banglalink Desh A well known jingle can serve as an advertising foundation for years. The familiar Give Me a Break jingle for Kit Kat candy bars has been sung in ads since 1988and has helped make the brand the sixth best selling chocolate candy bars in the United States. Packaging is the activities of designing and producing containers or wrappers for a product..Packaging must achieve a number of objective: Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection
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 Assist at home storage Aid product consumption Benefit: Strongest associations consumers have with a brand inspired by the look of its packaging. To build or reinforce valuable brand associations. Packaging changes can have immediate impact on sales. Appeal to new market segment Packaging innovations have resulted in packages being Resealable Tamperproof More convenient to use (e.g. easy to hold, easy to open or squeezable) Packaging changes can have immediate impact on sales. Sales of the health candy bar increased 25 percent after its wrapper was redone. Packaging at the point of purchase One survey of 200 TV commercials in 10 mass-market product categories indicated that the package was featured on average in roughly 12 seconds of a 30 second spot. Packaging Innovations Packaging innovation such as the 2 liter jug bottle and the 12-pack carton helped soft drink makers experience steady 5 percent to 7 percent growth in the 1980. With the rate of growth of the soft drink industry slowing down to 2 percent to 3 percent in the 1990, soft drinks maker sought new packaging innovations to fuel additional growth. As a result Pepsi-cola introduced the 24-pack cube, 12 resalable bottles, 8 ounce Pepsi mini cans and the wide mouth, 1 liter big Slam bottle. Package design Legend has it that the color of the famous Campbells soup can had its origin in one executive at the company liking the look of the red and white uniforms of Cornell Universitys football team. For example bigger and brighter packages are not always better when competitors packages are factor in. One leading design executive outlined the following brand color palate. Folgers coffee, Colgate toothpaste Red Orange Tide laundry detergent Kodak film, Cheerios cereal, Lipton Tea Yellow
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 Green Blue

Del Monte canned vegetables, Green Giant frozen vegetables IBM computers, Windex cleaner, and Pepsi-cola soft drinks.

Packaging changes

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