Chapter: 4 Choosing brand elements to build brand equity

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Chapter 4 Choosing brand elements to build
brand equity

• BRAND EQUITY is defined as the differential
  effect that brand knowledge has on consumer
  response to the marketing of that brand.

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• BRAND ELEMENTS
• Brand Name
• Logo
• Symbol
• Character
• Packaging
• Slogan

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Criteria for choosing brand elements

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability

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Memorability

• Memorability is a necessary condition for
  achieving high level of brand awareness.
• Must choose elements that are memorable
• Some names, symbols, tugos, and even visual
  properties are more attention getting and easy to
  remember.

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Meaningfulness

• Brand names could be based on people, places,
  animals, birds or other things or objects.
• When choosing a brand name, two important
  aspects that must be kept in mind are
• A) General information about the nature of the
  product category. In other words, is the content
  of the brand element consistent with what
  consumers would expect to see from a brand in
  that product category?

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• B) Specific information about particular
  attributes and benefits of the brands. Does it
  suggest something about a product ingredient or
  the type of person who might use the brand.

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Likability

• Associations suggested by brand elements are
  not always related to the product.
• How much customers would like the brand element
  is also important.

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• sometimes, consumers do not examine info in
  making product decisions, easy to recognize
  brands will make the jobe of marketers easier.

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Transferability

• How useful is the brand element for line or
  category extensions?
• In general, less specific is the name, the more
  easily it can be transferred across categories.
• Amazon- is a river- can sell anything using
  this name.
• Toys R us can only sell toys under this brand
  name.

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Adaptability

• Brand elements needs to be updated over time.
• More adaptable and flexible the brand elements,
  the easier it is to update it.
• Logos and characters can be given new look or a
  new design to make them appear modern.

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Protectability

• Choose brand elements that can be legally
  protected and on international basis.
• Register them with appropriate legal bodies.

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• Defend trademarks from unauthorized
  infringments.
• Name, package or other attribute should not be
  easy to copy. But light

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Global branding mishaps

• 1. When Braniff translated a slogan touting its
  uphoIstery, Fly in leather. It came out in
  Spanish as Fly naked.
• 2. Coors put its slogan, Turn it loose, into
  Spanish, where it was read as Suffer from
  diarrhea.

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• 3. Chicken magnate Frank Perdues line, it takes
  a tough man to make a tender chicken. sounds
  much more interesting in Spanish it takes a
  sexually stimulated man to make a chicken
  affectionate.

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• When Pepsi started marketing its products in
  China, they translated their slogan, Pepsi
  brings you back to life, pretty literally. The
  slogan in chinese really meant Pepsi brings your
  ancestors back from the grave.

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• Japans Mitsubishi Motors had to rename its
  Pajero model in Spanish-speaking countries
  because the term related to masturbation.
• Toyota Motors MR2 model dropped the number in
  France because the combination sounded like a
  French Swearword.

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Options and tactics for Brand elements

• Brand Name
• Brand names are effective shorthand means of
  communication. The Brand name can be noticed and
  its meanings could be activated in memory within
  just few seconds.

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• Brand name is the most difficult brand element
  for marketers to subsequently change.
• There are 1,40,000 words in English vocabulary
  average people only recognize 20,000 word. Name
  lab sticks to 7000 words that make up the
  vocabulary of most TV programs.

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• Finding a good brand name is difficult also
  because most of the desirable Brand names are
  already registered.
• Edsel Reative of Henry Ford II
• Taurus Star sign of the wives of chief
  engineer and product manager.

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Landors brand name taxonomy

• 1. Descriptive
• Describes function literally generally
  unregisterable
• Examples Singapore Airlines, Global crossing

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• II. Suggestive
• Suggestive of a benefit or function
• Example marchFIRST, Agilent Technologies

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• III. Compounds
• Combination of two or more, often unexpected,
  words
• Example redhat

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• IV. Classical
• Based on Latin, Greek, or Sanskrit
• Example Meritor

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• V. Arbitrary
• Real words with no obvious tie in to company
• Example Apple

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• VI. Fanciful
• Coined words with no obvious meaning
• Example Avanade

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Brand awareness

• Guidelines to enhance Brand awareness
• Simplicity
• It reduces consumer effort to comprehend brand
  names
• Short names facilitate recall.
• Aim, Bold, Raid

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• Longer names can be shortened to ease
  recallability.
• Ease of pronunciation is important.
• using alliteration such as Coleco, Hamburger
  Helper, Better Business bureau.

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• Brand name may also be choosen to suggest the
  product or service category (juicy juice,
  Newsweek, Haleeb, Milkpack)
• However, names that are highly descriptive
  could be restrictive if you intend to introduce
  different products with these brand names.

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• Choosing simple, easy to pronounce familiar and
  meaningful names can improve brand recognition.
• It is also important for a brand name to be
  different, distinctive and unusual.

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• Distinctive needs are easier to recognize like
  (toys R us) (Xerox)
• 3 It must be desirable in the product catetory
  Hot point, Fridgeair.

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Brand Associations

• Explicit and implicit meanings that consumers
  extract from the name.
• A brand name should make it easier to link the
  reinforced attributes or benefit.
• Blossom (Fresh scent for Clothes)
• Compaq(small computer)
• JJ Baby shampoo (gentle shampoo)

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Naming procedures

• Define branding objectives
• Also define the ideal meaning brand should take.
• Generate as many names and concepts as possible.

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• Screen names based on branding objectives and
  marketing consideration.
• Eliminate the following names.
• 1. names with unintentional double meanings.
• 2. Names that are unpronounceable or already in
  use.

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• 3. Names that have obvious legal complications.
• 4. Names that represent an obvious contradiction
  of the positioning.

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• Obtain extensive information on each of the
  final 5 or 10 names.
• Conduct consumer research to confirm management
  expectations as to memorability and
  meaningfulness of the names.
• Based on all the information, management can
  choose the name.

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URLS

• Domain names you use convey the image of your
  company to customers.
• Typically for an existing brand URL is a
  straightforward and may be even literal
  translation of the brand name. (www. Shell.com)

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• Using domain names address like geocities.com
  and e-mail addresses like Yahoo or Hotmail can
  negatively affect your image.

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LOGOS SYMBOLS

• Visual brand elements play an important role in
  building brand equity.
• Logos come in many forms
• 1. Like corporate names written in distinct form
  like Coca Cola.
• 2. Entirely abstract logos. Mercedes, Rolex, Nike
  swoosh, Non-word mark logos often called symbols.

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• Some logos are literal representations of the
  brand name. (American red cross, Apple)
• Logos can be pictorial (Amex indian, Ralph
  lauren polo player)
• Logos can acquire associations through inherent
  meanings.

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• Certain elements of the product or company can
  become a symbol (Mcdonalds golden arches,
  playboy bunny)
• Logos have meanings and associations that
  change consumer perception of the Co.

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• Problem with abstract logos is that marketing
  department will have to explain meanings.

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Benefits of logos

• Easy to recognize and valuable way to identify
  products.
• Versatility They can be updated and can be
  used across cultures and across product
  categories.
• Logos can be easily changed compare to brand
  names.

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Characters

• Character is a special type of brand symbol.
• Brand characters are introduced through
  advertising. Some brand characters are animated
  Pilburys Dough boy.
• Some use live action figure Marlboro cowboy.

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Benefits of using characters

• Characters are colorful and rich in imagery.
• Will get customer attention.
• The ability of a consumer to have a
  relationship with a brand may be easier when the
  brand has a humanistic character.

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Cautions when using characters

• Characters need to be updated overtime so their
  image and personality remains relevant to the
  target market.
• Michelin introduced recently new Michelin man.

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SLOGANS

• These are short phrases that communicate
  persuasive information about the brand.
• Can be used in Advertising, packaging and other
  aspects of marketing program.

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Benefits of slogans

• Some slogans help build brand awareness by
  playing off the brand name in some way
• My doctor said Mylanta

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• Other slogans build brand awareness by making
  links between the brand and the product.
• (If you are not wearing dockers, you are just
  wearing pants)

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• slogana can help to reinforce brand positioning
  
• E-g- Nothing runs like a Deere
• It is hard to stop a train.

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• Sometimes puffery, subjective opinion,
  superlative and exaggerations are used.
• E-g- Bayer works wonders (Bayer)
• Uncomparably good (Keebler)

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• Sometimes slogan tag line explain the objective
  of communication. E-g. A Diamond is forever.
• Intended message is diamonds bring eternal love,
  romance and never lose value.

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• Most powerful slogans are those that contribute
  to brand equity in multiple ways.
• Some slogans become so strongly linked to the
  brand that it becomes difficult to subsequently
  introduce new ones.
• For example Just do it

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Jingles

• Musical messages written around the brand .
• These can be thought of as extended musical
  slogans.
• Jingles often repeat the brand name in clever
  and amusing ways.

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• Because of their catchy nature, consumers are
  also likely to mentally rehearse or repeat the
  jingle.

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PACKAGING

• IDENTIFY THE BRAND
• CONVVAY PURSUASIVE INFORMATION
• Facilitate product transportation
• Assistt home storage
• Avoid product consumption

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BENEFITS OF PACKAGING

• The package appearance can become an important
  means of brand recognition.
• The information conveyed or inferred from the
  package can build or reinforce valuable brand
  associations.

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• average shopper is exposed to 15000 to 20,000
  products in shopping visit that lasts less than
  30 minutes.
• Few product differences exist in some
  categories, packaging innovation can provide a
  temporary edge on competition.
• Packaging is called last five seconds of
  marketing and the last salesman.

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Packaging Innovation

• Like Snapples widemouth bottle
• Pringles chips
• Can help in attracting customer attention.

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Package design

• Designers must keep in mind the shelf impact of
  a package.
• Bigger and brighter packages are not always
  better than competitor packages.
• Some information is legally required on
  packages.

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• One of the most important design elements in
  packaging is its color.