Post on 01-Jun-2018
8/9/2019 lect 9-10 Choosing Brand Elements to build Brand Equity.ppt
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Brand ManagementPresented to: Maam Saleeha
Presented by: Iqra Ghulam Rasool Samina Ashiqe
Mubeen Sabir
Ali Nasir
Rana Waqas
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8/9/2019 lect 9-10 Choosing Brand Elements to build Brand Equity.ppt
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Chater !
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Brand "lements# sometimes $alled brand
identities are those trademar% de&i$esthat ser&e to identi'y and di(erentiate thebrand) *heir main 'un$tion is to
inherently enhan$e brand a+areness or
'a$ilitate the 'ormation o' strong#'a&orable# and unique brand asso$iations
or eli$it ositi&e brand ,udgment or'eelings)
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Brand "lements*he test o' the brand- building ability o'
brand elements is +hat $onsumers +ould
thin% or 'eel about the rodu$t I. they only%ne+ about its brand element)
Name /R0s 0ogo
Symbols $hara$ters
Slogans ,ingles
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Memorability
Meaning'ulness
0i%ability
*rans'erability
Adatability
Prote$tability
Easily RecognizedEasily Recalled
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Meaning'ulMemorability
Meaning'ulness
0i%eability
*rans'erabilityAdatability
Prote$tability
DescriptiveSpecific
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0i%eabilityMemorability
Meaning'ulness
0i%eability
*rans'erabilityAdatability
Prote$tability
Fn and !nterestingRic" #isal and #er$al i%agery
&est"etically pleasing
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*rans'erability
MemorabilityMeaning'ulness
0i%eability
*rans'erability
Adatability
Prote$tability
()it"in and across prodctcategories(&cross geograp"ical *ondaries
and cltres
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Adatability
MemorabilityMeaning'ulness
0i%ability
*rans'erability
Adatability
Prote$tability
(Fle,i$le(-pdatea$le
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Prote$atabilityMemorability
Meaning'ulness
0i%eability
*rans'erability
Adatability
Prote$tability
(.egally(/o%petitively
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Brand NamesBrand a+areness are imro&ed the e1tentbrand names are $hosen that are-
Simple and easy to pronounce or spell
Familiar and meaningful
Dierent, distinctive, and unusual
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Naming the Brand2es$riti&e.un$tion des$ribed
literally in the brandnameSingaore Airlines
3&ernite "1ress
Amul dairy +hitenerSugar 'ree
Suggesti&eSuggesti&e o' a bene4t
5ead and ShouldersShamoo
Close-u toothaste
5M6
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Naming the BrandComound
GrameenPhone
Pri$eWaterhouseCooers
Classi$al7atra Bala,i *ele4lms
Arbitrary 8real+ords +ithout dire$t$onne$tion9 Ale
3range
Mango
FancifulPesi
Ce4ro
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NamingA name li%e Gold4sh 'or
a 4nan$ial ser&i$esrodu$t is a bra&e$hoi$e
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Naming Pro$edures) 2e4ne the branding ob,e$ti&es in terms
o' the si1 general $riteria
;) Generate as many names and $on$etsas ossible
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4.Colle$t e1tensi&e in'ormation on ea$h o'the 4nal = to > names
=) Consumer resear$h is $ondu$ted totest the memorability and
meaning'ulness o' the name
?) Choose a name and the register it)
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Brand Names
Brand Awareness
Short name 'a$ilitates re$all 8M/M# Ru$$hi9
0ong names $an be shortened to easere$allability 8Che&rolet -Che&y# StandardChartered- Stan$hart# Co$a Cola -Co%e9
When a name is di@$ult to ronoun$e# initialmar%eting e(ort should be de&oted toedu$ate $ustomers to the roer +ay toronoun$e the name)8Whirlool# 5yundai9
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/R0s
ee it as simle as ossibleA&oid Cli$hs
Rein&ent a real +ord
Ma%e ne+ +ords
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0ogos and symbols*yes o' logos-Cororate names or trademar%s +ritten in a
distin$ti&e 'orm# e)g) Co$a-Cola# it-atAbstra$t logos that are unrelated to the +ord
mar%# $ororate name# e)g) Mer$edes) *heseare $alled symbols)
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Recognized Trademarks and Symbols help in Promotion
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0ogos and symbols Benets:
0ogos and symbols are easily re$ognied
*hey are &ersatile) Non&erbal logos $an beudated +ith time and generally trans'er+ell a$ross $ulture)
When the name is long and $umbersome#logos $ould more easily aear as anidenti4$ation de&i$e)
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Chara$ters 8.ido 2ido o'
u# 0oui o' Mortein9Chara$ters reresent a se$ial tye o'
brand symbol-one that ta%es on human orreal li'e $hara$teristi$s)Be$ause they are o'ten $olor'ul and ri$h in
imagery# they tend to be attention getting)Brand $hara$ters $an be so attention
getting and +ell li%ed that they dominateo&er other brand elements)
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Slogans are short hrases that $ommuni$ate des$riti&e orersuasi&e in'ormation about the brand)It $an 'un$tions as use'ul handle to hel $onsumer gras the
meaning o' a brand in terms o'What the brand isEWhat ma%es it se$ialE
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SlogansBene4ts*hey hel to build brand a+areness 8e)g)
0u19
Ma%e strong lin%s bet+een the brand androdu$t $ategory8FI' oure Not Wearing2o$%ers# oure 7ust Wearing PantsH9
*hey $an hel to rein'or$e the brandositioning and desired P32 8Pesi- the$hoi$e o' a ne+ generation9
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Pa$%agingPa$%aging in&ol&es the a$ti&ities o' designingand rodu$ing $ontainers or +raers 'or arodu$t)
3b,e$ti&es o' a$%aging:Identi'y the brandCon&ey in'ormation
.a$ilitate rodu$t transortation androte$tionAssist at home storageAid rodu$t $onsumtion
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Pa$%aging Bene4ts:
Assist in rodu$t re$ognition
Pa$%aging $an $reate strong P32 thatermits a higher margin 8e)g) er'ume9)
Pa$%aging $hanges $an ha&e immediate
ima$t on sales
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*he Body ShoIn brea%ing +ith the $on&entions o'a$%aging# the Body Sho +ent beyondgrahi$s) *he e1isting $ategory layers
belie&ed that sin$e body rodu$ts essentiallyreresented a rodu$t $ategory +here thea$%aging +as a$tually +hat you aid 'or)Anita sold her rodu$ts in $hea lasti$
bottles-she +as aiming 'or a di(erent %ind o'emotional &alue)Ma%ing the bottle unimortant thre+
attention on +hat is inside the bottle and +hatis outside)
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*ango*he a$%aging 'or so't drin% *ango is B0AC)Bla$% is a $olour thats re,e$ted 'or 'ood sin$eits asso$iated +ith rotting and disease)
*he $olour bla$% ga&e the rodu$t therequired dramaIt stood out in the shel&es
5ighlighted the 'ruit grahi$Aroused a strong rea$tion
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*y NantMineral Water is al+ays in $lear bottle# to+orshi the urity o' the uid)
*y Nant made the +ater in&isible be$ause theglass itsel' +as a ri$h $obalt blue
*his aroused immense $uriosity and arelationshi +ith the bottle started to 'orm 'or
trial and e1erimentation)*he outside be$ame more imortant than the
inside and the brand be$ame the $hosenbrand ser&ed in 'ashion stores and salons)
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3range*he Body Sho and *y Nant $hanged the$on&entional relationshi bet+een a$%agingand rodu$t to signal a ne+ %ind o' brand)
3range +ent one ste 'urther: it ne&ersho+ed the rodu$t
0ate into the $ellular $ategory# it named itsel'
a'ter a $olour# not a $ororation)It $reated a $on$et o' FA +ireless 'uture# in
+hi$h you $all eole# not la$esH
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