Brand Names, Logos, Packages, and Point-of-Purchase Materials

1. Chapter Seven Brand Names, Logos, Packages, and Point-of-Purchase Materials

2. Chapter Seven Objectives • Understand the role of brand naming and the requirements for developing effective brand names • Explain the activities involved in the brand-naming process • Appreciate the role of logos • Describe the various elements underlying the creation of effective packages • Explain the VIEW model for evaluating package effectiveness

3. Chapter Seven Objectives • Describe a five-step package-design process • Appreciate the role of point-of-purchase advertising • Discuss the Consumer Buying Habits Study and its implications for point-of-purchase advertising • Describe the role of displays in influencing brand sales

4. Brand Naming Brand A company’s unique designation or trademark, which distinguishes its offering from other product category entries

5. Power of Brand Name • Affects the speed with which consumers become aware of the brand • Influences the brand’s image • Plays major role in brand-equity information

6. What Constitutes a Good Brand Name? • Distinguish the brand from competitive offerings • Describe the brand and its attributes • Achieve compatibility with a brand’s desired image and with its product design or packaging • Be memorable and easy to pronounce and spell

7. Brand Naming Second Nature: A name compatible with the brand’s desired image

8. Brand Naming A new brand name

9. Exceptions to the “Rules” • Some brands become successful in spite of their names

10. The Brand Naming Process Step 1: Specify Objectives for the Brand Name Step 2: Create Candidate Brand Names Step 3: Evaluate Candidates Step 4: Chooses a Brand Name Step 5: Register Trademark

11. The Role of Logos • Graphic design element that is related to the brand name • Companies use logos with or without brand names • Not all brand names possess a distinct logo but many do • e.g., the Nike swoosh, Ralph Lauren’s Polo

12. Good Logos • Recognized readily • Convey essentially the same meaning to all target members • Evoke positive feelings • Best strategy is to choose a design that is moderately elaborated rather than too simple or too complex

13. The Role of Logos Sailor Jac, The famous Cracker Jack

14. The Role of Logos Cingular’s logo

15. Functions of the Package • Contain and protect the product • Draw attention to a brand • Break through competitive clutter at the point of purchase • Justify price/value to the consumer • Signify brand features and benefits • Motivate consumers’ brand choices

16. Issues in Packaging Color Design and Shape Physical Materials Product Information on Package * VIEW Model (Visibility, Information, Emotional appeal, Workability)

17. Issues in Packaging Vlasic introduces new packaging

18. Packaging Structure Color Design,Shape Size Physical Materials Information labeling

19. Color Design, Shape Size Physical Materials Information labeling The Use of Color • Communicate quality, taste, and product’s ability to satisfy psychological needs • Affect people emotionally • Add elegance, prestige to products by using polished reflective surface • Meaning of color varies from culture to culture

20. Color Design, Shape Size Physical Materials Information labeling Design and Shape Cues • Effective package design provides good eye flow and a point of focus • Evoke different feeling through the choice of slope, length, and thickness of lines • Horizontal(tranquillity), Vertical(strength), Slanted lines(upward movement) • Shapes also arouse certain emotions and have specific connotations • Curving lines(femininity), Sharp lines(masculinity)

21. Color Design, Shape Size Physical Materials Information labeling Packaging Size • Satisfy the unique needs of various market segments • Represent different usage situations • Gain more shelf space in retail outlets

22. Color Design, Shape Size Physical Materials Information labeling Physical Materials • The most important consideration should be the marketing-communications implications of the materials chosen rather than cost • Can arouse consumer emotions • Metal(strength, durability, coldness) • Plastics(lightness, cleanliness, cheapness) • Wood(masculinity), Velvet(femininity)

23. Color Design, Shape Size Physical Materials Information labeling Product Information • Key words on the package information on the back panel, ingredients, warnings, pictures, and illustrations • Words new, improved, and free frequently appear on packages • Short, memorable slogan can facilitate the consumer’s retrieval of advertising content

24. Evaluating the Package: The VIEW Model Visibility Information Emotional Appeal Workability

25. The VIEW Model Visibility

26. The VIEW Model Visibility

27. Evaluating the Package: The VIEW Model Visibility • Ability of a package to attract attention at the point of purchase • To have a package stand out on the shelf yet not to detract brand’s image • Special seasonal and holiday packaging as a way of attracting attention

28. Evaluating the Package: The VIEW Model Information • Product usage instructions, claimed benefits, slogans, and supplementary information • Avoid cluttering the package with excess information • Useful for • Stimulating trial purchases • Encouraging repeat purchase behavior • providing correct usage instruction

29. Evaluating the Package: The VIEW Model Illustration of packaging information for Gardenburger Veggie Patties

30. Evaluating the Package: The VIEW Model Emotional Appeal • The ability of a package to evoke a desired feeling or mood • CPM vs. HEM • Some packages emphasize informational content, while others heavily emphasize emotional content • Blend informational and emotional content so as to simultaneously appeal to consumers

31. Evaluating the Package: The VIEW Model The changing faces of Betty Crocker

32. Evaluating the Package: The VIEW Model Emotional appeals in the packaging of WOW!

33. Evaluating the Package: The VIEW Model Rationale for Tostitos’ packaging graphics

34. Evaluating the Package: The VIEW Model Workability How a package functions (Does it…) • Protect the product contents? • Simplify the consumer’s task in accessing and using the product? • Protect retailers against unintentional breakage from consumer handling and from pilferage? • Is the packaging environmentally friendly?

35. Designing a Package

36. Point-of-Purchase Advertising • Point-of-purchase;store environment • A final opportunity to affect consumer behavior • Many product-and-brand choice decisions are made at this time • It is the time and place at which all elements of the sale (consumer, money and product) come together

37. Point-of-Purchase Materials displays intended for six months or more Permanent P-O-P Temporary and Semipermanent P-O-P In-Store Media

38. Point-of-Purchase Displays Permanent display for candy

39. Point-of-Purchase Displays Permanent display for candy bars

40. Point-of-Purchase Displays Permanent display for Sesame Street toys

41. Point-of-Purchase Displays Permanent display for Kodak film

42. Point-of-Purchase Materials displays intended for six months or more Permanent P-O-P displays intended for fewer than six months Temporary and Semipermanent P-O-P In-Store Media

43. Point-of-Purchase Displays Semipermanent display

44. Point-of-Purchase Displays Semipermanent display

45. Point-of-Purchase Displays Temporary display

46. Point-of-Purchase Displays Temporary display

47. Point-of-Purchase Displays Temporary display for Michelob beer

48. Point-of-Purchase Displays Temporary display for Goldfish crackers

49. Point-of-Purchase Materials displays intended for six months or more Permanent P-O-P displays intended for fewer than six months Temporary and Semipermanent P-O-P executed by a third party (P-O-P radio, shopping cart ads, shelf talkers, coupon dispensers, etc..) In-Store Media

50. Point-of-Purchase Displays In-Store Media