CHOOSING BRAND ELEMENTS TO CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYBUILD BRAND EQUITY

Brand ElementsBrand Elements

Brand Elements are those trademarkable Brand Elements are those trademarkable devices that serve to identify and devices that serve to identify and differentiate the branddifferentiate the brand They are sometimes called brand identitiesThey are sometimes called brand identities

The key ones are:The key ones are: Brand namesBrand names URLsURLs LogosLogos SymbolsSymbols CharactersCharacters SpokespersonsSpokespersons SlogansSlogans JinglesJingles PackagesPackages SignageSignage

Brand ElementsBrand Elements

Marketers should choose brand elements to Marketers should choose brand elements to enhance:enhance: Brand awarenessBrand awareness Facilitate the formation of strong, favourable and Facilitate the formation of strong, favourable and

unique brand associationsunique brand associations Elicit positive brand judgments and feelingsElicit positive brand judgments and feelings

The test of brand-building ability of brand The test of brand-building ability of brand elements is what consumers think about the elements is what consumers think about the product if they knew only its brand name, product if they knew only its brand name, logo, and other characteristicslogo, and other characteristics

Criteria for Choosing Brand Criteria for Choosing Brand ElementsElements

Memorability Memorability Meaningfulness Meaningfulness Likeability Likeability Transferability Transferability Adaptability Adaptability Protectability Protectability

Marketer’s offensive strategy and build brand equity

Defensive role for leveraging and maintaining brand equity

MemorabilityMemorability

Brand elements should inherently be Brand elements should inherently be memorable and attention-getting, memorable and attention-getting, and therefore facilitate recall or and therefore facilitate recall or recognitionrecognition RinRin NikeNike PepsiPepsi Coco ColaCoco Cola

MeaningfulnessMeaningfulness Brand elements may take on all kinds of meaning, Brand elements may take on all kinds of meaning,

with either descriptive or persuasive contentwith either descriptive or persuasive content

Two particularly important criteria General information about the nature of the product General information about the nature of the product

categorycategory Specific info about particular attributes and benefits of Specific info about particular attributes and benefits of

brand brand

The first dimension is an important determinant The first dimension is an important determinant of brand awareness and salienceof brand awareness and salience

The second, of brand image and positioningThe second, of brand image and positioning

LikeabilityLikeability

DoDo customerscustomers find the brand element find the brand element aesthetically appealing? aesthetically appealing?

Brand elements can be rich in imagery Brand elements can be rich in imagery and inherently fun and interestingand inherently fun and interesting

A memorable, meaningful and likeable A memorable, meaningful and likeable set of brand elements offer many set of brand elements offer many advantagesadvantages

TransferabilityTransferability

How useful is the brand element for How useful is the brand element for line or category extensions? line or category extensions?

To what extent does the brand To what extent does the brand element add to brand equity across element add to brand equity across geographic boundaries and market geographic boundaries and market segments?segments?

AdaptabilityAdaptability

The more adaptable and flexible the The more adaptable and flexible the brand element, the easier it is to brand element, the easier it is to update it to changes in consumer update it to changes in consumer values and opinionsvalues and opinions

For example, logos and characters For example, logos and characters can be given a new look or a new can be given a new look or a new design to make them appear more design to make them appear more modern and relevantmodern and relevant

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ProtectabilityProtectability

Marketers should:Marketers should:1.1. Choose brand elements that can be Choose brand elements that can be

legally protected internationallylegally protected internationally

2.2. Formally register chosen brand Formally register chosen brand elements with the appropriate legal elements with the appropriate legal bodiesbodies

3.3. Vigorously defend trademarks from Vigorously defend trademarks from unauthorized competitive unauthorized competitive infringementinfringement

Brand NamesBrand Names Like any brand element, brand Like any brand element, brand

names must be chosen with the names must be chosen with the six general criteria:six general criteria: MemorabilityMemorability MeaningfulnessMeaningfulness LikeabilityLikeability TransferabilityTransferability AdaptabilityAdaptability ProtectabilityProtectability

Brand name is…Brand name is…

……is the first point of contact is the first point of contact between the message and the mindbetween the message and the mind

‘‘The brand name is a knife that cuts The brand name is a knife that cuts the mind to let the brand message the mind to let the brand message inside’ inside’

– – Ries & TroutRies & Trout

GuidelinesGuidelines

It’s not the goodness or badness of It’s not the goodness or badness of the name in an aesthetic sense that the name in an aesthetic sense that determines effectivenessdetermines effectiveness

It’s the appropriateness of the sameIt’s the appropriateness of the same

Name begins the positioning Name begins the positioning process, tells the prospect what the process, tells the prospect what the product’s major benefit isproduct’s major benefit is

Brand Brand Naming Naming GuidelinesGuidelines

Brand awarenessBrand awareness   Simplicity and ease of pronunciation and Simplicity and ease of pronunciation and

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

Brand associationsBrand associations The explicit and implicit meanings consumers The explicit and implicit meanings consumers

extract from it are importantextract from it are important Brand name can reinforce an important Brand name can reinforce an important

attribute or benefit association that makes up attribute or benefit association that makes up its product positioningits product positioning

Brand Brand Naming Naming GuidelinesGuidelines

Should be acceptable in all key languagesShould be acceptable in all key languages

ShouldShould bebe appropriate when appropriate when geographically spreadgeographically spread

Should be amenable for easy registrationShould be amenable for easy registration

Brand Brand Naming Naming ProceduresProcedures

Define objectives Define objectives

Generate names Generate names

Screen initial candidates Screen initial candidates

Study candidate names Study candidate names

Research the final candidates Research the final candidates

Select the final name Select the final name

URLsURLs

URLs (uniform resource locators) URLs (uniform resource locators) specify locations of pages on the web specify locations of pages on the web and are also commonly referred to as and are also commonly referred to as domain namesdomain names

A company can either sue current owner A company can either sue current owner of URL for copyright infringement, buy of URL for copyright infringement, buy the name from the current owner, or the name from the current owner, or register all conceivable variations of its register all conceivable variations of its brand as domain names ahead of timebrand as domain names ahead of time

Logos and SymbolsLogos and Symbols Play a critical role in building brand Play a critical role in building brand

equity and especially brand awareness equity and especially brand awareness

Logos range from corporate names or Logos range from corporate names or trademarks (word marks with text only) trademarks (word marks with text only) written in a distinctive form, to entirely written in a distinctive form, to entirely abstract designs that may be abstract designs that may be completely unrelated to the word mark, completely unrelated to the word mark, corporate name, or corporate activities corporate name, or corporate activities

CharactersCharacters A special type of brand symbol that takes on A special type of brand symbol that takes on

human or real-life characteristicshuman or real-life characteristics

Could be animated like Pillsbury’s Poppin’ Fresh Doughboy, Kellogg's Tony the Tiger, Met Life’s

Peanuts Could be live-action figures like Could be live-action figures like Ceat’s Ceat’s

Rhinoceros, Ronald McDonald, The MRF man

SlogansSlogans Slogans are short phrases that Slogans are short phrases that

communicate descriptive or communicate descriptive or persuasive info about the brandpersuasive info about the brand

Slogans are powerful branding Slogans are powerful branding devices because, like brand names, devices because, like brand names, they are an extremely efficient, they are an extremely efficient, shorthand means to build brand shorthand means to build brand equity equity

4.40

Classic Slogans

JinglesJingles

Jingles are musical messages written Jingles are musical messages written around the brandaround the brand

They often have catchy hooks and They often have catchy hooks and choruses to become almost permanently choruses to become almost permanently registered in the minds of listenersregistered in the minds of listeners Sometimes whether they want them to or not! Sometimes whether they want them to or not!

Jingles are perhaps most valuable in Jingles are perhaps most valuable in enhancing brand awarenessenhancing brand awareness

PackagingPackaging From the perspective of company & From the perspective of company &

consumers, packaging must achieve a consumers, packaging must achieve a number of objectives:number of objectives: Identify the brandIdentify the brand Convey descriptive and persuasive Convey descriptive and persuasive

informationinformation Facilitate product transportation and Facilitate product transportation and

protectionprotection Assist at-home storageAssist at-home storage Aid product consumptionAid product consumption

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Packaging Can Influence Packaging Can Influence TasteTaste

Our sense of taste and touch is very Our sense of taste and touch is very suggestible, and what we see on a suggestible, and what we see on a package can lead us to taste what package can lead us to taste what we think we are going to tastewe think we are going to taste

4.44

Packaging Can Influence Packaging Can Influence ValueValue

Long after we have bought a product, Long after we have bought a product, a package can still lead us to believe a package can still lead us to believe we bought it because it was a good we bought it because it was a good valuevalue

Packaging Can Influence Packaging Can Influence ConsumptionConsumption

Studies of 48 different types of foods Studies of 48 different types of foods and personal care products have and personal care products have shown that people pour and shown that people pour and consume between 18% and 32% consume between 18% and 32% more of a product as the size of the more of a product as the size of the container doubles container doubles

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

““When to Say When: Effects of Supply on Usage,”When to Say When: Effects of Supply on Usage,”

Journal of Consumer ResearchJournal of Consumer Research, 20 December 1993, 467-477., 20 December 1993, 467-477.

Packaging Can Influence Packaging Can Influence How a Person Uses a How a Person Uses a

ProductProduct One strategy to increase use of mature One strategy to increase use of mature

products has been to encourage people to products has been to encourage people to use the brand in new situations, like soup use the brand in new situations, like soup for breakfast, or new uses, like baking for breakfast, or new uses, like baking soda as a refrigerator deodorizersoda as a refrigerator deodorizer

An analysis of 26 products and 402 An analysis of 26 products and 402 consumers showed that twice as many consumers showed that twice as many people learned about the new use from people learned about the new use from the package than from television adsthe package than from television ads

Putting It All TogetherPutting It All Together

The entire set of brand elements The entire set of brand elements makes up the makes up the brand identitybrand identity The contribution of all brand elements to The contribution of all brand elements to

awareness & imageawareness & image

The cohesiveness of brand identity The cohesiveness of brand identity depends on extent to which brand depends on extent to which brand elements are consistentelements are consistent