Post on 21-Apr-2023
• Brandelements,sometimescalledbrandidentities,arethosetrademarkabledevicesthatservetoidentifyanddifferentiatethebrand.
• Themainonesarebrandnames,URLs, logos,symbols,characters,spokespeople,slogans, jingles andpackages.
• Thecustomer-basedbrandequitymodelsuggeststhatmarketersshouldchoosebrandelementstoenhancebrandawareness;facilitatetheformationofstrong,favorable,anduniquebrandassociations; orelicitpositivebrand judgmentsandfeelings.
• Thetestofthebrand-buildingabilityofabrandelementiswhatconsumerswouldthinkorfeelabouttheproductiftheyknewonlythatparticularbrandelementandnotanythingelseabouttheproductandhowelseitwouldbebrandedormarketed.
CRITERIAFORCHOOSINGBRANDELEMENTS
Ingeneral,therearesixcriteriaforbrandelements
1.Memorable2.Meaningful3.Likable4.Transferable5.Adaptable6.Protectable
CRITERIAFORCHOOSINGBRANDELEMENTS
Thefirstthreecriteria—memorability,meaningfulness,andlikability—arethemarketer’soffensivestrategyandbuild brandequity.Thelatterthree,however,playadefensiveroleforleveragingandmaintainingbrandequityinthefaceofdifferentopportunitiesandconstraints.
CRITERIAFORCHOOSINGBRANDELEMENTS
MemorabilityAnecessaryconditionforbuildingbrandequityisachievingahighlevelofbrandawareness.Brandelementsthatpromotethatgoalareinherentlymemorableandattention-gettingandthereforefacilitaterecallorrecognitioninpurchaseorconsumptionsettings
MeaningfulnessBrandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasive content.• Generalinformationaboutthefunctionoftheproductorservice:Doesthebrandelementhavedescriptivemeaningandsuggestsomethingabouttheproductcategory,theneedssatisfiedorbenefitssupplied?
• Specificinformationaboutparticularattributesandbenefitsofthebrand:Doesthebrandelementhavepersuasivemeaningandsuggestsomethingabouttheparticularkindofproduct,oritskeypoints-of-difference attributesorbenefits?
CRITERIAFORCHOOSINGBRANDELEMENTS
Likability
Independentofitsmemorabilityandmeaningfulness,docustomersandthebrandelementaestheticallyappealing?Isitlikablevisually,verbally,andinotherways?Brandelementscanberichinimageryandinherentlyfunandinteresting,evenifnotalwaysdirectlyrelatedtotheproduct.
CRITERIAFORCHOOSINGBRANDELEMENTS
Transferabilitymeasurestheextenttowhichthebrandelementaddstothebrandequityfornewproductsorinnewmarketsforthebrand.
• Howusefulisthebrandelementforlineorcategoryextensions?Ingeneral,thelessspecificthename,themoreeasilyitcanbetransferred connotesamassiveSouthAmericanriverandthereforeasabrand acrosscategories.Forexample,Amazoncanbeappropriateforavarietyofdifferenttypesofproducts
• Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?Toalargeextentthisdependsontheculturalcontentandlinguisticqualitiesofthebrandelement.Oneofthemainadvantagesofnonmeaningful,syntheticnameslikeExxon isthattheytransferwellintootherlanguages.
CRITERIAFORCHOOSINGBRANDELEMENTS
AdaptabilityTheotherconsiderationforbrandelementsistheiradaptabilityovertime.Becauseofchangesinconsumervaluesandopinions,orsimplybecauseofaneedtoremaincontemporary,mostbrandelementsmustbeupdated.Themoreadaptable andflexible thebrandelement,theeasieritistoupdateit.Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappearmoremodernandrelevant.
ProtectabilityAnotherconsiderationistheextenttowhichthebrandelementisprotectable—bothinalegalandacompetitivesense.Marketersshould(1)choosebrandelementsthatcanbelegallyprotectedinternationally,(2)formallyregisterthemwiththeappropriatelegalbodies,and(3)vigorouslydefendtrademarksfromunauthorizedcompetitiveinfringement.
• Considertheadvantagesof“Apple”asthenameofapersonalcomputer.• Applewasasimplebutwell-knownwordthatwasdistinctiveintheproductcategory—whichhelpeddevelopbrandawareness.• Themeaningofthenamealsogavethecompanya“friendlyshine”andwarmbrandpersonality.• Itcouldalsobereinforcedvisuallywithalogo thatwouldtransfereasilyacrossgeo-graphic andculturalboundaries.• Finally,thenamecouldserveasaplatformforsub-brands liketheMacintosh,aidingtheintroductionofbrandextensions.• AsAppleillustrates,awell-chosenbrandnamecanmakeanappreciablecontributiontothecreationofbrandequity.
OPTIONSANDTACTICSFORBRANDELEMENTS
Ideally,abrandnamewouldbeeasilyremembered,highlysuggestiveofboththeproductclassandtheparticularbenefitsthatservedasthebasisofitspositioning,inherentlyfunorinteresting,richwithcreativepotential,transferabletoawidevarietyofproductandgeographicsettings,enduringinmeaningandrelevantovertime,andstronglyprotectablebothlegallyandcompetitively.Thebrandnameisafundamentallyimportantchoice• Brandnamescanbeanextremelyeffectiveshorthandmeansofcommunication:whereasanadvertisementlastshalfaminute,customerscannoticethebrandnameandregisteritsmeaningoractivateitinmemoryinjustafewseconds.• Becauseitissocloselytiedtotheproductinthemindsofconsumers,however,thebrandnameisalsothemostdifficultelementformarketerstochange.
BRANDNAME
BrandAwareness.Brandnamesthataresimple andeasytopronounceorspell,familiarandmeaningful,anddifferent,distinctive,andunusualcanobviouslyimprovebrandawareness
NAMINGGUIDELINES BRANDAWARENESS
Simplicity andEaseofPronunciationandSpelling
• Simplicityreducestheeffortconsumers havetomaketocomprehendandprocessthebrandname.
• Shortnamesoftenfacilitaterecallbecausetheyareeasytoencodeandstoreinmemory—considerJifpeanutbutter,Bandeodorant,andBicpens.
• Marketerscanshorten longernamestomakethemeasiertorecall.Forexample,overtheyearsChevroletcarshavealsobecomeknownas“Chevy,”Budweiserbeerhasbecome“Bud,”andCoca-Colaisalso“Coke.
NAMINGGUIDELINESBRANDAWARENESS
Simplicity andEaseofPronunciationandSpelling• Toencourageword-of-mouthexposurethathelpsbuildstrongmemorylinks,marketersshouldalsomakebrandnameseasytopronounce.• Incaseofbrandswithdifficult-to-pronouncenamesthefirmhastodevotesomuchofitsinitialmarketingefforttoteachingconsumershowtopronouncethename.PolishvodkaWyborowa (pronouncedVEE-ba-ro-va)wassupportedbyaprintandtohelpconsumerspronouncethebrandname.• Thewayabrandispronouncedcanaffectitsmeaning,soconsumersmaytakeawaydifferentperceptionsifambiguouspronunciationresultsindifferentmeanings• OneresearchstudyshowedthatcertainhypotheticalproductswithbrandnamesthatwereacceptableinbothEnglishandFrench,suchasVaner,Randal,andMassin,wereperceivedasmore“hedonic”(providingpleasure)andwerebetterlikedwhenpronouncedinFrenchthaninEnglish.
NAMINGGUIDELINES BRANDAWARENESS
Simplicity andEaseofPronunciationandSpelling
• Toimprovepronounceabilityandrecallability,manymarketersseekadesirablecadenceandpleasantsoundintheirbrandnames• Forexample,brandnamesmayusealliteration (repetitionofconsonants,suchasinColeco),assonance (repetitionofvowelsounds,suchasinRamadaInn),consonance (repetitionofconsonantswithinterveningvowelchange,suchasinHamburgerHelper),orrhythm (repetitionofpatternofsyllablestress,suchasinBetterBusinessBureau).
NAMINGGUIDELINES BRANDAWARENESS
FamiliarityandMeaningfulness• Thebrandnameshouldbe familiarandmeaningful soitcantapintoexistingknowledgestructures.• Itcanbeconcrete orabstract inmeaning.Becausethenamesofpeople,objects,birds,animals,andinanimateobjectsalreadyexistinmemory,consumershavetodolesslearningtounderstandtheirmeaningsasbrandnames.• Whenaconsumerseesanadforthefirsttimeforacarcalled“Fiesta,”thefactthattheconsumeralreadyhasthewordstoredinmemoryshouldmakeiteasiertoencodetheproductnameandthusimproveitsrecallability.• Tohelpcreatestrongbrand-category linksandaidbrandrecall,thebrandnamemayalsosuggesttheproductorservicecategory,asdoJuicyJuice 100percentfruitjuices.• Brandelementsthatarehighlydescriptiveoftheproductcategoryoritsattributeandbenefitscanbequiterestrictive,however.Forexample,itmaybedifficulttointroduceasoftdrinkextensionforabrandcalledJuicyJuice.
NAMINGGUIDELINES
BRANDAWARENESS
Differentiated,Distinctive,andUnique.
• Toimprovebrandrecognitionbrandnamesshouldbedifferent,distinctive,andunusual.• Abrandnamecanbedistinctivebecauseitisinherentlyunique,orbecauseitisuniqueinthecontextofotherbrandsinthecategory.• Distinctivewordsmaybeseldom-usedoratypicalwordsfortheproductcategory,likeApple computers;unusualcombinationsofrealwords,likeToys“R”Us;orcompletelymade-upwords,likeCognos orLuxottica.
NAMINGGUIDELINES BRANDASSOCIATION
BrandAssociations• Becausethebrandnameisacompactformofcommunication,theexplicitandimplicitmeaningsconsumersextractfromitareimportant.
• Innaminganewpeer-to-peercommunicationtechnology,thefounderslandedonthedescriptive“Skypeer-to-peer”whichtheydecidedtoshortentoSkyper.WhenthecorrespondingWebaddressSkyper.comwasnotavailable,theyshorteneditagaintothemuchmoreuser-friendlySkype.
• Thebrandnamecanbechosentoreinforceanimportantattributeorbenefitassociationthatmakesupitsproductpositioning
Todevelopaname foranewdisposableminitooth- brushfromColgate,thefirmwentthroughacarefuldevelopmentprocess.Decidingtofocusonthelightness,softness,andgentlenessoftheproduct,onename—Wisp—jumpedoutatcompanyfounderDavidPlacek.
NAMINGGUIDELINES BRANDASSOCIATION
• Adescriptivebrandnameshouldmakeiteasiertolinkthereinforcedattributeorbenefit• Consumerswillfinditeasiertobelievethatalaundrydetergent“addsfreshscent”toclothesifithasanamelike“Blossom”thanifit’scalledsomethingneutrallike“Circle.”
• Brandnamesthatreinforcetheinitialpositioningofabrandmaymakeithardertolinknewassociationstothebrandifitlaterhastoberepositioned.
• ifalaundrydetergentnamedBlossomispositionedas“addingfreshscent,”itmaybemoredifficulttolaterrepositiontheproduct,ifnecessary,andaddanewbrandassociationthatit“fightstoughstains(combatte lemacchie difficili).”
NAMINGGUIDELINES BRANDASSOCIATION
• Meaningfulnamesarenotrestrictedtorealwords• Consumerscanextractmeaning,iftheysodesire,evenfrommade-uporfancifulbrandnames.• Forexample,onestudyofcomputer-generatedbrandnamescontainingrandomcombinationsofsyllablesfoundthat“whumies”and“quax”remindedconsumersofabreakfastcerealandthat“dehax”remindedthemofalaundrydetergent.
• Consumers are likely to extract meaning from highly abstract names only when they aresufficiently motivated.
NAMINGGUIDELINES BRANDASSOCIATION
• Marketersgenerallydevisemade-upbrandnamessystematically,basingwordsoncombinationsofmorphemes.
• Amorphemeisthesmallestlinguisticunithavingmeaning.Thereare7,000morphemesintheEnglishlanguage,includingrealwordslike“man”andprefixes,suffixes,orroots.
• Forexample,Nissan’sSentraautomobileisacombinationoftwomorphemessuggesting“central”and“sentry”(sentinella).
• Bycombiningcarefullychosenmorphemes,marketerscanconstructbrandnamesthatactuallyhavesomerelativelyeasilyinferredorimplicitmeaning.
NAMINGGUIDELINES BRANDASSOCIATION
• Brandnamesraiseanumberofinterestinglinguisticissues• TheletterXbecamepopular(e.g., ESPN’sXGamesandNissan’sXterra SUV)be- causeXrepresents“extreme,”“ontheedge,”and“youth
• Thesoundsofletterscantakeonmeaningaswell• Somewordsbeginwithphonemicelementscalledplosives,likethelettersb,c,d,g,k,p,andt,whereasothersusesibilants,whicharesoundslikesandsoftc.
• Plosivesescapefromthemouthmorequicklythansibilantsandareharsherandmoredirect.Consequently,theyarethoughttomakenamesmorespecificandlessabstract,andtobemoreeasilyrecognizedandrecalled.
• Ontheotherhand,becausesibilantshaveasoftersound,theytendtoconjureupromantic,sereneimagesandareoftenfoundinthenamesofproductssuchasperfumes—thinkofChanel,Ciara(byRevlon),andShalimarandSamsara(Guerlin).
NAMINGGUIDELINES BRANDASSOCIATION
Brandsarenotrestrictedtolettersalone• Alphanumericnamesmayincludeamixtureoflettersanddigits(WD-40),amixtureofwords
anddigits(Formula409),ormixturesoflettersorwordsandnumbersinwrittenform(SaksFifthAvenue).
• TheycanalsodesignategenerationsorrelationshipsinaproductlinelikeBMW’s3,5,and7series
NAMINGPROCEDURES
Anumberofdifferentproceduresorsystemshavebeensuggestedfornamingnewproducts.
1.Defineobjectives.Definetheidealmeaningthebrandshouldconveyandconsiderthesixcriteriawehaveinvestigated2.Generatenames.Withthebrandingstrategyinplace,nextgenerateasmanynamesandconceptsaspossible.Anypotentialsourcesofnamesarevalid:companymanagementandemployees;existingorpotentialcustomers(includingretailersorsuppliersifrelevant);adagencies,professionalnameconsultants,andspecializedcomputer-basednamingcompanies.3.Screeninitialcandidates.Applythetestofcommonsensetoproduceamoremanageablelist.Companiesforexamplestartbyeliminatingthefollowing:•Namesthathaveunintentionaldoublemeaning•Namesthatareunpronounceable,alreadyinuse,ortooclosetoanexistingname•Namesthathaveobviouslegalcomplications•Namesthatrepresentanobviouscontradictionofthepositioning
NAMINGPROCEDURES
(4)Studycandidatenames• Collectmoreextensiveinformationabouteachofthefinal5–10names.Beforespendinglargeamountsofmoneyonconsumerresearch,itisusuallyadvisabletodoanextensiveinternationallegalsearch.• Becausethisstepisexpensive,marketersoftensearchonasequentialbasis,testingineachcountryonlythosenamesthatsurvivedthelegalscreeningfromthepreviouscountry.
(5)Researchthefinalcandidates• Next,conductconsumerresearchtoconfirmmanagementexpectationsaboutthememorabilityandmeaningfulnessoftheremainingnames.• Consumertestingcantakeallforms.Manyfirmsattempttosimulatetheactualmarketingprogramandconsumers’likelypurchaseexperiencesasmuchaspossible:theymayshowconsumerstheproductanditspackaging,price,orpromotion
(6)SelectthefinalnameBasedonalltheinformationcollectedfromthepreviousstep,managementshouldchoosethenamethatmaximizesthefirm’sbrandingandmarketingobjectivesandthenformallyregisterit
• URLs(uniformresourcelocators)specifylocationsofpagesontheWebandarealsocommonlyreferredtoasdomainnames.AnyonewishingtoownaspecificURLmustregisterandpayforthename.
• Everythree-lettercombinationandvirtuallyallwordsinatypicalEnglishdictionaryhavebeenregistered
• CompaniesusecoinedwordsfornewbrandsiftheywishtohaveaWebsiteforthebrand.Forexample,whenAndersenConsultingselecteditsnewname,itchosethecoinedword“Accenture”inpartbecausetheURLwww.accenture.com hadnotbeenregistered.
• AnissuefacingcompanieswithregardtoURLsisprotectingtheirbrandsfromunauthorizeduseinotherdomainnames.AcompanycansuethecurrentowneroftheURLforcopyrightinfringement,buythenamefromthecurrentowner,orregisterallconceivablevariationsofitsbrandasdomainnamesaheadoftime.
• In2009,CitibanksuccessfullyledsuitagainstShui ofChinabyshowingthat(1)Shui hadabad-faithintenttoprofitfromusingthedomainnamecitybank.org;and(2)thatthenamewasconfusinglysimilarto,ordilutiveof,Citibank’sdistinctiveorfamousmark.Shui wasforcedtopayCitibank$100,000anditslegalfees
URLs
• BrandrecalliscriticalforURLsbecauseitincreasesthelikelihoodthatconsumerseasilyremembertheURLtogettothesite
• AtthepeakoftheInternetboom,investorspaid$7.5millionforBusiness.com,$2.2millionforAutos.com,and$1.1millionforBingo.com.Manyofthese“commonnoun”sitesfailed,however,andwerecriticized,amongotherthings,forhavingnamesthatweretoogeneric.
• Typically,foranexistingbrand,themainURLisastraightforwardandmaybeevenliteraltranslationofthebrandname,likewww.shell.com.
URLs
• Althoughthebrandnametypicallyisthecentralelementofthebrand,visualelementsalsoplayacriticalroleinbuildingbrandequityandespeciallybrandawareness.
• Logoshavealonghistoryasameanstoindicateorigin,ownership,orassociation.Forexample,familiesandcountrieshaveusedlogosforcenturiestovisuallyrepresenttheirnames.
LogosandSymbols
• Logosrangefromcorporatenamesortrademarks(wordmarkswithtextonly)writteninadistinctiveform,toentirelyabstractdesigns.• Examples ofbrandswithstrongwordmarksandnoaccompanying logoseparate fromthenameinclude Coca-Cola,Dunhill,andKitKat.
• Examples ofabstract logosinclude theMercedes star,Rolexcrown,CBSeye,Nikeswoosh,andOlympic rings.Thesenon–wordmarklogosarealsooftencalled symbols
• Manylogos fallbetween these twoextremes. Someare literalrepresentations ofthebrandname,enhancing brandmeaningandawareness, suchastheArmandHammer, AmericanRedCross.
• Logoscanbequiteconcrete orpictorial innatureliketheAmericanExpresscenturion,theLando’LakesNativeAmerican,theMortonsaltgirlwithumbrella,andRalphLauren’spoloplayer.
• Certainphysicalelementsoftheproductorcompanycanbecomeasymbol,asdidtheGoodyearblimp,McDonald’sgoldenarches,andthePlayboybunnyears.
• Onedangeristhatconsumersmaynotunderstandwhatthelogoisintendedtorepresentwithoutasignificantmarketinginitiativetoexplainitsmeaning.
LogosandSymbols
• Logosandsymbols areofteneasilyrecognizedandcanbeavaluablewaytoidentifyproducts,althoughconsumersmayrecognizethembutbeunabletolinkthemtoanyspecificproductorbrand.
• Anotherbrandingadvantageoflogosistheirversatility• Becausetheyareoftennonverbal,logostransferwellacrossculturesandoverarangeofproductcategories(https://www.melablog.it/post/195469/bulbs-il-nuovo-spot-apple-dedicato-ai-macbook-pro-con-touch-bar)
• Corporatebrandsoftendeveloplogosinordertoconfertheiridentityonawiderangeofproductsandtoendorsedifferentsub-brands.
• Abstractlogosofferadvantageswhenthefullbrandnameisdifficulttouseforanyreason.IntheUnitedKingdom,forexample,NationalWestminsterBankcreatedatriangulardeviceasalogobecausethenameitselfwaslongandcumbersomeandthelogocouldmoreeasilyappearasanidentificationdeviceoncheckbooks,literature,signage,andpromotionalmaterial
• Unlikebrandnames,logoscanbeeasilyadaptedovertimetoachieveamorecontemporarylook.
BenefitsLogosandSymbols
• Charactersrepresentaspecialtypeofbrandsymbol—onethattakesonhumanorreal-lifecharacteristics• Brandcharacterstypicallyareintroducedthroughadvertisingandcanplayacentralroleinadcampaignsandpackagedesigns• SomeareanimatedcharacterslikethePillsburyDoughboy,PeterPanpeanutbutter,andnumerouscerealcharacterssuchasTonytheTigerandSnap,Crackle&Pop• Others are live-action figures like Juan Valdez (Colombian coffee) and RonaldMcDonald
Characters
https://www.melablog.it/post/217354/spot-piu-belli-2018-apple
• Bandcharacterstendtobeattentiongettingandquiteusefulforcreatingbrandawareness.• Brandcharacterscanhelpbrandsbreakthroughmarketplaceclutteraswellashelpcommunicateakeyproductbenefit.Forexample,Maytag’sLonelyRepairmanhashelpedreinforcethecompany’skey“reliability”productassociation.
• Thehumanelementofbrandcharacterscanenhancelikeabilityandhelpcreateperceptionsofthebrandasfunandinteresting
• Aconsumermaymoreeasilyformarelationshipwithabrandwhenthebrandliterallyhasahumanorothercharacterpresence.Charactersavoidmanyoftheproblemsthatplaguehumanspokespeople—2theydon’tgrowold,demandpayraises,orcheatontheirwives”.
• Finally,becausebrandcharactersdonottypicallyhavedirectproductmeaning,theymayalsobetransferredrelativelyeasilyacrossproductcategories.
• Aakernotesthat“the(whichcombinesasenseofhome-stylebakingwithatouchofmagicandfun)givesthebrandlatitudetoextendintootherbakedgoods—andperhapsevenintoothertypesoffoodwherehomemademagicandfunmightbeperceivedasabenefit.”(https://www.ispot.tv/ad/I6EM/keebler-perfectly-fudgey)
BenefitCharacters
• Therearesomecautionsanddrawbackstousingbrandcharacters.Brandcharacterscanbesoattentiongettingandwelllikedthattheydominate otherbrandelementsandactuallydampenbrandawareness.
• Charactersoftenmustbeupdatedovertimesothattheirimageandpersonalityremainrelevanttothetargetmarket.Japan’sfamousHelloKittycharacter,whichbecameamultibilliondollarproductandlicensepowerhouse,founditssalesshrinkingoverthelastdecade,avictiminpartofoverexposureandafailuretomakethecharactermodernandappealingacrossmultiplemedia
• Ingeneral,themorerealisticthebrandcharacter,themoreimportantitistokeepitup-to-date.
• SeetheeffortsbyGeneralMillstoevolvetheBettyCrockercharacterovertime.
Characters Cautions
• Slogansareshortphrasesthatcommunicatedescriptive orpersuasive informationaboutthebrand.• WhenSnickersadvertised,“Hungry?GrabaSnickers,”thesloganalsoappearedonthecandybarwrapperitself(https://www.youtube.com/watch?v=76holMVvAGY)
• Theycanfunctionasuseful“hooks”or“handles”tohelpconsumersgraspthemeaningofabrand—whatitisandwhatmakesitspecial
Slogans
• Slogansbuildbrandawarenessbymakingstronglinksbetweenthebrandandthecorrespondingproductcategory,likewhenLifetimewouldadvertisethatitwas“TelevisionforWomen.”
• Mostimportant,sloganscanhelpreinforcethebrandpositioningasin“Staples.ThatWasEasy.”
• Slogansoftenbecomecloselytiedtoadvertisingcampaignsandserveastaglinestosummarizethedescriptiveorpersuasiveinformationconveyedintheads.DeBeers’s“ADiamondIsForever”taglinecommunicatesthatdiamondsbringeternalloveandromanceandneverlosevalue.
• Sloganscanbemoreexpansiveandmoreenduringthanjustadtaglines.Nikehasusedtaglinesspecifictoadcampaignsforeventsorsportssuchas“PrepareforBattle”and“QuickCan’tBeCaught”(basketball);“WritetheFuture,”(WorldCup);“MyBetterIsBetter”(multisport);and“HereIAm”(women)insteadofthewell-knownbrandslogan,“JustDoIt
SloganBenefits
• Someofthemostpowerfulsloganscontributetobrandequityinmultipleways.• Theycanplayoffthebrandnametobuildbothawarenessand image,suchas“BeCertainwithCerts”forCertsbreathmints;“MaybeShe’sBornwithIt,MaybeIt’sMaybelline”forMaybellinecosmetics;or“TheBigQStandsforQuality”forQuakerStatemotoroil.
• Slogans alsocancontainproduct-relatedmessagesandothermeanings.
Designing slogan
• ConsiderthehistoricalChampionsportswearslogan,“ItTakesaLittleMoretoMakeaChampion”.Theslogancouldbeinterpretedintermsofproductperformance,meaningthatChampionsportswearismadewithalittleextracareorwithextra-specialmaterials,butitcouldmeanthatChampionsportswearisassociatedwithtopathletes.Thiscombinationofsuperiorproductperformanceandaspirationaluserimageryisapowerfulplatformonwhichtobuildbrandimageandequity.
• Someslogansbecomesostronglylinkedtothebrandthatitbecomesdifficulttointroducenewone.• Marketersof7UPtriedanumberofdifferentsuccessorstothepopular“Uncola”slogan—including“FreedomofChoice,”“CrispandCleanandNoCaffeine,”“Don’tYouFeelGoodAbout7UP,”and“FeelsSoGoodComingDown,”andforoverfiveyearsthesomewhatedgy“Make7UPYours.”
• Asloganthatbecomessostronglyidentifiedwithabrandcanboxitin.Orsuccessfulsloganscantakeonlivesoftheirownandbecomepubliccatchphrases(likeWendy’s“Where’stheBeef?)
• Onceasloganachievessuchahighlevelofrecognitionandacceptance,itmaystillcontributetobrandequity,butprobablyasmoreofareminderofthebrand.
• Atthesametime,apotentialdifficultyarisesiftheslogancontinuestoconveysomeproductmeaningthatthebrandnolongerneedstoreinforce.Theslogancanbecomerestrictiveandfailtoallowthebrandtobeupdatedasmuchasdesiredornecessary
Updating slogan
• Jinglesaremusicalmessageswrittenaroundthebrand.Typicallycomposedbyprofessionalsongwriters,theyoftenhaveenoughcatchyhooksandchorusestobecomealmostpermanentlyregisteredinthemindsoflisteners
• Jinglesarenotnearlyastransferableasotherbrandelements.• Theycancommunicatebrandbenefits• Jinglesareperhapsmostvaluableinenhancingbrandawareness.• Theyrepeatthebrandnameincleverandamusingwaysthatallowconsumersmultipleencodingopportunities
• Awell-knownjinglecanserveasanadvertisingfoundationforyears.Thefamiliar“GiveMeaBreak”jingleforKitKatcandybarshasbeensunginadssince1988
• Finally,thedistinctivefour-notesignaturetoIntel’sadsechoesthecompany’sslogan“In-tel In-side.”
https://www.youtube.com/watch?v=6zaln0NKRj0
Jingles
Packaging
• Packagingistheactivitiesofdesigningandproducingcontainersorwrappersforaproduct.Likeotherbrandelements,packageshavealonghistory.
• Fromtheperspectiveofboththefirmsandconsumers,packagingmustachieveanumberofobjectives:
IdentifythebrandConveydescriptiveandpersuasiveinformationFacilitateproducttransportationandprotectionAssistinat-homestorage.Aidproductconsumption.
Packaging
• Marketersmustchoosetheaesthetic andfunctional componentsofpackagingcorrectlytoachievemarketingobjectivesandmeetconsumers’needs.
• Aestheticconsiderationsgovernapackage’ssizeandshape,material,colour,text,andgraphic
• Functionally,structuraldesigniscrucial.Forexample,innovationsovertheyearshaveresultedinfoodpackagesthatareresalable,tamperproof,andmoreconvenienttouse—easytohold,easytoopen,orsqueezable.
• ConsidertheserecentGeneralMillspackaginginnovations:YoplaitGo-Gurt’syogurtinatubepackagingconceptwasahugehitwithkidsandtheirparents
• Often,oneofthestrongestassociationsconsumershavewithabrandisinspiredbythelookofitspackaging
• Forexample,ifyouasktheaverageconsumerwhatcomestomindwhenheorshethinksofHeinekenbeer,acommonresponseisa“greenbottle.”
• Thepackagecanbecomeanimportantmeansofbrandrecognitionandconveyorimplyinformationtobuildorreinforcevaluablebrandassociations.
• Structuralpackaginginnovationscancreateapoint-of-differencethatpermitsahighermargin.
• Newpackagescanalsoexpandamarketandcapturenewmarketsegments.Packagingchangescanhaveimmediateimpactoncustomershoppingbehavior andsales:aredesignofHaagen-Dazspackagingincreasedfavor shoppability by21percent.
PackagingBenefits
• Therightpackagingcancreatestrongappealonthestoreshelf• Manyconsumersmayfirstencounteranewbrandonthesupermarketshelforinthestore.Becausefewproductdifferencesexistinsomecategories,packaginginnovationscanprovideatleastatemporaryedgeoncompetition.
• Forthesereasons,packagingisaparticularlycost-effectivewaytobuildbrandequity.Itissometimescalledthe“lastfivesecondsofmarketing”aswellas“permanentmedia”or“thelastsalesman.”
• Walmartlooksatpackagingcriticallyandtestswhetherconsumersunderstandthebrandpromisebehindthepackagewithinthreesecondsandupto15feetfromtheshelf.
Packagingat thePointofPurchase
• Packaginginnovationscanbothlowercostsand/orimprovedemand.Oneimportantsupply-sidegoalformanyfirmsistoredesignpackagesandemploymorerecyclablematerialstolowertheuseofpaperandplastic
• Onthedemandside,inmaturemarketsespecially,packageinnovationscanprovideashort-termsalesboost.
• Thebeverageindustryingeneralhasbeencharacterizedbyanumberofpackaginginnovations.
• Forexample,followingtheleadofSnapple’swide-mouthglassbottle,Arizonaicedteasandfruitdrinksinoversize(24-ounce),pastel-coloredcanswithasouthwest- ernmotifbecamea$300millionbrandinafewyears
PackagingInnovations
• Eachbrandelementcanplayadifferentroleinbuildingbrandequity,somarketers“mixandmatch”tomaximizebrandequity• Theentiresetofbrandelementsmakesupthebrandidentity,thecontributionofallbrandelementstoawarenessandimage.Thecohesivenessofthebrandidentitydependsontheextenttowhichthebrandelementsareconsistent.• Ideally,marketerschooseeachelementtosupporttheothers,andallcanbeeasilyincorporatedintootheraspectsofthebrandandthemarketingprogram
Putting all together