Criteria for choosing brand elements

MARKETINGSTRATEGICOECOMUNICAZIONE

Prof.ssaSilviaRanfagni

Criteriaforchoosingbrandelements

• 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


Thefirstthreecriteria—memorability,meaningfulness,andlikability—arethemarketer’soffensivestrategyandbuild brandequity.Thelatterthree,however,playadefensiveroleforleveragingandmaintainingbrandequityinthefaceofdifferentopportunitiesandconstraints.


MemorabilityAnecessaryconditionforbuildingbrandequityisachievingahighlevelofbrandawareness.Brandelementsthatpromotethatgoalareinherentlymemorableandattention-gettingandthereforefacilitaterecallorrecognitioninpurchaseorconsumptionsettings

MeaningfulnessBrandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasive content.• Generalinformationaboutthefunctionoftheproductorservice:Doesthebrandelementhavedescriptivemeaningandsuggestsomethingabouttheproductcategory,theneedssatisfiedorbenefitssupplied?

• Specificinformationaboutparticularattributesandbenefitsofthebrand:Doesthebrandelementhavepersuasivemeaningandsuggestsomethingabouttheparticularkindofproduct,oritskeypoints-of-difference attributesorbenefits?


Likability

Independentofitsmemorabilityandmeaningfulness,docustomersandthebrandelementaestheticallyappealing?Isitlikablevisually,verbally,andinotherways?Brandelementscanberichinimageryandinherentlyfunandinteresting,evenifnotalwaysdirectlyrelatedtotheproduct.


Transferabilitymeasurestheextenttowhichthebrandelementaddstothebrandequityfornewproductsorinnewmarketsforthebrand.

• Howusefulisthebrandelementforlineorcategoryextensions?Ingeneral,thelessspecificthename,themoreeasilyitcanbetransferred connotesamassiveSouthAmericanriverandthereforeasabrand acrosscategories.Forexample,Amazoncanbeappropriateforavarietyofdifferenttypesofproducts

• Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?Toalargeextentthisdependsontheculturalcontentandlinguisticqualitiesofthebrandelement.Oneofthemainadvantagesofnonmeaningful,syntheticnameslikeExxon isthattheytransferwellintootherlanguages.


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

Selectingabrandnameforanewproductiscertainlyanartandascience

NAMINGGUIDELINES

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.


Simplicity andEaseofPronunciationandSpelling

• Toimprovepronounceabilityandrecallability,manymarketersseekadesirablecadenceandpleasantsoundintheirbrandnames• Forexample,brandnamesmayusealliteration (repetitionofconsonants,suchasinColeco),assonance (repetitionofvowelsounds,suchasinRamadaInn),consonance (repetitionofconsonantswithinterveningvowelchange,suchasinHamburgerHelper),orrhythm (repetitionofpatternofsyllablestress,suchasinBetterBusinessBureau).


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.


• Adescriptivebrandnameshouldmakeiteasiertolinkthereinforcedattributeorbenefit• Consumerswillfinditeasiertobelievethatalaundrydetergent“addsfreshscent”toclothesifithasanamelike“Blossom”thanifit’scalledsomethingneutrallike“Circle.”

• Brandnamesthatreinforcetheinitialpositioningofabrandmaymakeithardertolinknewassociationstothebrandifitlaterhastoberepositioned.

• ifalaundrydetergentnamedBlossomispositionedas“addingfreshscent,”itmaybemoredifficulttolaterrepositiontheproduct,ifnecessary,andaddanewbrandassociationthatit“fightstoughstains(combatte lemacchie difficili).”


• 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.


• Marketersgenerallydevisemade-upbrandnamessystematically,basingwordsoncombinationsofmorphemes.

• Amorphemeisthesmallestlinguisticunithavingmeaning.Thereare7,000morphemesintheEnglishlanguage,includingrealwordslike“man”andprefixes,suffixes,orroots.

• Forexample,Nissan’sSentraautomobileisacombinationoftwomorphemessuggesting“central”and“sentry”(sentinella).

• Bycombiningcarefullychosenmorphemes,marketerscanconstructbrandnamesthatactuallyhavesomerelativelyeasilyinferredorimplicitmeaning.


• 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).


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

NAMINGPROCEDURES

• 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

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

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

PackagingInnovations

• Packaginginnovationscanbothlowercostsand/orimprovedemand.Oneimportantsupply-sidegoalformanyfirmsistoredesignpackagesandemploymorerecyclablematerialstolowertheuseofpaperandplastic

• Onthedemandside,inmaturemarketsespecially,packageinnovationscanprovideashort-termsalesboost.

• Thebeverageindustryingeneralhasbeencharacterizedbyanumberofpackaginginnovations.

• Forexample,followingtheleadofSnapple’swide-mouthglassbottle,Arizonaicedteasandfruitdrinksinoversize(24-ounce),pastel-coloredcanswithasouthwest- ernmotifbecamea$300millionbrandinafewyears


• Eachbrandelementcanplayadifferentroleinbuildingbrandequity,somarketers“mixandmatch”tomaximizebrandequity• Theentiresetofbrandelementsmakesupthebrandidentity,thecontributionofallbrandelementstoawarenessandimage.Thecohesivenessofthebrandidentitydependsontheextenttowhichthebrandelementsareconsistent.• Ideally,marketerschooseeachelementtosupporttheothers,andallcanbeeasilyincorporatedintootheraspectsofthebrandandthemarketingprogram

Putting all together

Criteria for choosing brand elements

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