Choosing brand elements to build brand equity by Leroy J.Ebert

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Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM Manager Marketing and Business Development – Logiwiz Ltd. Presentation Developed as Course Material for the SLIM Diploma in Brand Management

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Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert

Transcript of Choosing brand elements to build brand equity by Leroy J.Ebert

  • 1. Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM Manager Marketing and Business Development Logiwiz Ltd. Presentation Developed as Course Material for the SLIM Diploma in Brand Management

2. Are sometimes called brand identities, are those trade-markable devices that serve to identify and differentiate the brand. Brand names i.e. apple, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage Brand elements need to be used to enhance brand awareness (Brand Salience) Brand Elements 3. Memorability: Easily Recognized, Easily Recalled Meaningfulness: Descriptive, Persuasive Likability: Fun & Interesting, Rich Visual And Verbal Imagery, Aesthetically Pleasing Transferability: Within And Across Product Categories, Across Geographic Boundaries And Cultures Adaptability: Flexible, Updatable Protectability: Legally, Competitively Criteria for Choosing Brand Elements 4. Page 146 Figure 4-1 Ten Global Branding Mishaps 5. Descriptive: Describes function literally; generally unregisterable i.e. Singapore airlines Suggestive: Suggestive of a benefit or function i.e. head and shoulders, clear Compounds: combinations of 2 or more, often unexpected words. i.e. RedHat Classical: Based on Latin, Greek or Sanskrit i.e. Nike Arbitrary: real words with no obvious tie in to company i.e. apple, orange, mango Fanciful: Coined words with no obvious meaning i.e. Vodafone Landors Brand Name Taxonomy 6. Brand Names that are simple and easy to pronounce or spell, familiar and meaningful, and different, distinctive and unusual can obviously improve brand awareness 1. Simplicity and ease of pronunciation and spelling 2. Familiarity and meaningfulness 3. Differentiated, distinctive and unique Brand Awareness 7. The brand name is a compact form of communication The explicit and implicit meanings consumers extract from it are important The brand name can reinforce an important attribute or benefit association that makes up its product positioning i.e. head and shoulders, clear, energizer, close up. i.e. consumers will find it easier to believe that a laundry detergent adds fresh scent to clothes if it has a name like Blossom However brand names that enforce a positioning may find it difficult to reinforce another association like tough on stains Letters and numeric and alphanumeric also have associations and can be a part of a naming strategy Brand Associations 8. Define objective Generate names Screen initial candidates i.e. cannot pronounce, double meaning, already in use, against the positioning Study the candidates names i.e. international legal search Research the final candidates i.e. consumer research Select the final names Naming Procedures 9. Uniform resource locators or Domain names Every 3 letter combination and virtually all words in the typical English dictionary have been registered Companies change their brand name due to unavailability of simple brand names i.e. Andersen Consulting to Accenture Another issue faced by brands are unauthorized use of brand name in other domains or domains that are similar in nature that could mislead the consumer Brand recall is important when it comes to URL, if you cannot remember you cannot go onto the site URLs 10. Brands with strong word marks Examples of abstract designs Literal representation of the brand name Logos and Symbols 11. Improves visibility Enforces human values and characteristics than other elements Provides licensing properties Characters 12. Slogans are short phrases that communicate descriptive or persuasive information about the brand Often appear in advertising but play a role in packaging Extremely efficient short hand to build brand equity Helps consumers grasp the meaning of brands Slogans 13. Finger licking good? Impossible is nothing? Just do it? Ultimate driving machine? The Future today? Its about you? The worlds local bank? Have a break? Can you think of a bad slogan? Why do you say so? Slogans Quiz 14. Jingles are musical messages written around the brand Often developed by professional song writers, can be catchy enough to permanently register in the minds of the consumer Helps to improve brand awareness Consumers mentally rehearse or repeat catchy jingles after the ad is over Jingle 1 - Coke Jingle 2- Idea Jingle 3 Anchor Butter Jingles 15. Identify the brand Convey descriptive and persuasive information Facilitate product transportation and protection Assist at home storage Aid product consumption Packaging 16. Last 5 seconds of marketing Silent salesman Permanent media Can packaging establish the brand promise within 3 seconds and 15 feet away? Then you have a winner Packaging to Improve Brand Image 17. Packaging innovation help to gain short term growth in sales. Why short term, because it can be copied Packaging Innovations 18. Need to stand out Need to have shelf impact There is a science that goes into packaging Colours, text, design etc. Some products are linked with colour So are brands Package Design 19. Do you think packaging changes are expensive? Reasons firms change their packaging? To signal a higher price To sell effectively sell through new or shifting distribution channels Product line expansion To introduce new product innovations The old package looks outdated Do not change the packaging to confuse the customer. The customer will not recognize the brand Packaging is considered to be the 5th P of the marketing mix Package Changes 20. Question 1 Discussion Questions 21. Content Extracted from Strategic Brand Management 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (27th Feb 2014)