Choosing Brand Elements to Build Brand Equity

1. Choosing Brand Elements to Build Brand Equity Chapter 4

2. Brand Elements Brand Elements, sometimes called brand identities are those trademark devices that serve to identify and differentiate the brand. Their main function is to inherently enhance brand awareness or facilitate the formation of strong, favorable, and unique brand associations or elicit positive brand judgment or feelings.

3. Brand Elements • The test of the brand- building ability of brand elements is what consumers would think or feel about the product IF they only knew about its brand element. • Name URLs Logo • Symbols characters • Slogans jingles

4. Visuals Of Brand elements

5. Memorability Meaningfulness Likability Transferability Adaptability Protectability Easily Recognized Easily Recalled

6. Meaningful Memorability Meaningfulness Likability Transferability Adaptability Protectability Descriptive Specific

7. Likability Memorability Meaningfulness Likability Transferability Adaptability Protectability Fun and Interesting Rich Visual and Verbal imagery Aesthetically pleasing

8. Transferability Memorability Meaningfulness Likeability Transferability Adaptability Protectability • Within and across product categories • Across geographical Boundaries and cultures

9. Adaptability Memorability Meaningfulness Likability Transferability Adaptability Protectability • Flexible • Updateable

10. Criteria for choosing Brand Elements Memorability Meaningfulness Likeability Transferability Adaptability Protectability • Legally • Competitively

11. Brand Names Brand awareness are improved the extent brand names are chosen that are- • Simple and easy to pronounce or spell • Familiar and meaningful • Different, distinctive, and unusual

12. Suggestive Suggestive of a benefit Head and Shoulders Shampoo Close-up toothpaste HMV Descriptive Function described literally in the brand name Singapore Airlines Overnite Express Amul dairy whitener Sugar free Naming the Brand

13. Compound GrameenPhone PriceWaterhouseCoopers Classical Jatra Balaji Telefilms Arbitrary (real words without direct connection) Apple Orange Mango Fanciful Pepsi Cefiro Naming the Brand

14. Naming Procedures • Define the branding objectives in terms of the six general criteria 2. Generate as many names and concepts as possible 3. Screen the names on the basis of branding objectives. Eliminate names- -that have unintentional double meaning -are unpronounceable, already in uses, or too close to an existing name etc

15. Contd: Naming Procedure 4.Collect extensive information on each of the final 5 to 10 names 5. Consumer research is conducted to test the memorability and meaningfulness of the name 6. Choose a name and the register it.

16. Brand Names Brand Awareness • Short name facilitates recall (MUM, Rucchi) • Long names can be shortened to ease recallability (Chevrolet -Chevy, Standard Chartered- Stanchart, Coca Cola -Coke), North South University (NSU)…such short names are also called quasi-brands. • When a name is difficult to pronounce, initial marketing effort should be devoted to educate customers to the proper way to pronounce the name.(Whirlpool, Hyundai)

17. au bon pain-written in Bangla to show correct pronunciation

18. URLs Keep it as simple as possible Avoid Clichés Ensure and protectability

19. Logos and symbols Types of logos- • Corporate names or trademarks written in a distinctive form, e.g. Coca-Cola, Kit-Kat • Abstract logos that are unrelated to the word mark, corporate name, e.g. Mercedes. These are called symbols.

21. Logos and symbols Benefits: • Logos and symbols are easily recognized • They are versatile. Nonverbal logos can be updated with time and generally transfer well across culture. • When the name is long and cumbersome, logos could more easily appear as an identification device.

22. With the help of design firm Studio Tilt, IHOP changed the "Restaurant" bar in its logo to create a smiley face that adds a burst of cheer.

23. Sbarro's new owners are hoping to revive the struggling pizza chain. Its 2015 branding overhaul, which evokes a slice of pizza, is a step in the right direction. http://www.thedailytop.com/logo-history-of-37-famous-brands/

24. Characters (Fido Dido of 7- up, Loui of Mortein) • Characters represent a special type of brand symbol-one that takes on human or real life characteristics. • Because they are often colorful and rich in imagery, they tend to be attention getting. • Brand characters can be so attention getting and well liked that they dominate over other brand elements.

26. Slogans • Slogans are short phrases that communicate descriptive or persuasive information about the brand. • It can functions as useful handle to help consumer grasp the meaning of a brand in terms of • What the brand is? • What makes it special?

27. Slogans Benefits • They help to build brand awareness • Make strong links between the brand and product category(“If You’re Not Wearing Dockers, You’re Just Wearing Pants”) • They can help to reinforce the brand positioning and desired POD (Pepsi- the choice of a new generation)

28. Jingles • Help to remind customers • Catchy to attract attention • Examples: • Whirlpool Whirlpool • Brittle Biscuit (in Bangla)

29. Packaging Packaging involves the activities of designing and producing containers or wrappers for a product. Objectives of packaging: • Identify the brand • Convey information • Facilitate product transportation and protection • Assist at home storage • Aid product consumption

30. Packaging Benefits: • Assist in product recognition • Packaging can create strong POD that permits a higher margin (e.g. perfume). • Packaging changes can have immediate impact on sales

31. The Body Shop • In breaking with the conventions of packaging, the Body Shop went beyond graphics. The existing category players believed that since body products essentially represented a product category where the packaging was actually what you paid for. • Anita sold her products in cheap plastic bottles-she was aiming for a different kind of emotional value. • Making the bottle unimportant threw attention on what is inside the bottle and what is outside.

33. Tango • The packaging for soft drink Tango is BLACK. Black is a colour that’s rejected for food since its associated with rotting and disease. • The colour black gave the product the required drama • It stood out in the shelves • Highlighted the fruit graphic • Aroused a strong reaction

35. Ty Nant • Mineral Water is always in clear bottle, to worship the purity of the fluid. • Ty Nant made the water invisible because the glass itself was a rich cobalt blue • This aroused immense curiosity and a relationship with the bottle started to form for trial and experimentation. • The outside became more important than the inside and the brand became the chosen brand served in fashion stores and salons.

37. Orange • The Body Shop and Ty Nant changed the conventional relationship between packaging and product to signal a new kind of brand. • Orange went one step further: it never showed the product • Late into the cellular category, it named itself after a colour, not a corporation. • It created a concept of “A wireless future, in which you call people, not places”

39. Introduction of new packaging