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

Are sometimes called brand identities, are those

trade-markable devices that serve to identify and differentiate the brand.

Brand names i.e. apple, URL’s, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage

Brand elements need to be used to enhance brand awareness (Brand Salience)

Brand Elements

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

Page 146 Figure 4-1

Ten Global Branding Mishaps

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

Landor’s Brand Name Taxonomy

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

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

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

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

URL’s

Brands with strong word marks

Examples of abstract designs

Literal representation of the brand name

Logo’s and Symbols

Improves visibility

Enforces human values and characteristics than other elements

Provides licensing properties

Characters

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

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

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

Identify the brand

Convey descriptive and persuasive information

Facilitate product transportation and protection

Assist at home storage

Aid product consumption

Packaging

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

Packaging innovation help to gain short term growth

in sales.

Why short term, because it can be copied

Packaging Innovations

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

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

Question 1

Discussion Questions

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)