7.brand identity
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STRATEGICBRANDMANAGEMENTBUILDING, MEASURING, ANDMANAGINGBRANDEQUITY
Book by: Kevin Lane Keller
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STRATEGICBRANDMANAGEMENT
Part I: Opening Perspectives
Part II: Identifying and Establishing BrandPositioning and Values
Part III: Planning and Implementing BrandMarketing Programs
Part IV: Measuring and InterpretingPerformance
Part V: Growing and Sustaining Brand Equity Part VI: Closing Perspectives
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PARTIII: PLANNINGANDIMPLEMENTINGBRAND
MARKETINGPROGRAMS
Chapter 4: Choosing Brand Elements to BuildBrand Equity
Chapter 5: Designing Marketing Programs to BuildBrand Equity
Chapter 6: Integrating Marketing Communicationsto Build Brand Equity
Chapter 7: Leveraging Secondary BrandKnowledge to Build Brand Equity
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CHAPTER4: CHOOSINGBRAND
ELEMENTSTOBUILDBRANDEQUITYBook by: Kevin Lane Keller
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Brand Elementsare sometimes called as
Brand Identities Names
URLs
Logos
Symbols
Characters
Spokespeople
Slogans Jingles
Packages
Signage
What is brand elements?
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Marketers should use brand elements to
Enhance Brand awareness Facilitate formation of strong, favorable, and unique
brand association
Elicit strong judgments and feelings
The test of brand-building ability of the brandelement is
What consumer would think or feel
about the product if they knew only itsbrand element
What is brand elements?
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SIX CRITERIA FOR CHOOSING BRANDELEMENTS
1.Memorability
2.Meaningfulness
3.Likability
4.Transferability
5.Adaptability6.Protectability
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Offensive strategies
Defensive strategies
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Isko laga dala, to life jing-a la la
1.Memorability
It should facilitate recallor recognition
SIX CRITERIA FOR CHOOSING BRANDELEMENTS
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PepsiNothing official about it American ExpressDont leave home without it IBM thinkpadI th ink, therefore PolaroidWe dont have negatives
Brand awareness& Salience
AdidasForever sports Wills Navy cutMade for each other CrestLook Ma No cavities Birla mutual fundThe name inspires Trust
2.Meaningfulness
How well the brandconveys
General information aboutthe nature of the productcategory
Specific information about
particular attributes andbenefits of the brand
SIX CRITERIA FOR CHOOSING BRANDELEMENTS
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SIX CRITERIA FOR CHOOSING BRANDELEMENTS
3.Likability
Aesthetically appealing
Visually, verbally otherway likable
Rich in imagery
Inherently fun &
interesting
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SIX CRITERIA FOR CHOOSING BRANDELEMENTS
4.Transferability
Extent to which brandelement adds to the
brand equity of NEWPRODUCT
How useful is the brand
for line or categoryextension
Less specific is the name
more easily it can be
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SIX CRITERIA FOR CHOOSING BRANDELEMENTS
5.Adaptability
Adaptability over time
More adoptable andflexible the brand elementis the easier it is toupdate it
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SIX CRITERIA FOR CHOOSING BRANDELEMENTS
6.Protectability
Protectable legally and ina competitive sense
Marketer should Choose brand element that can
be legally protectedinternationally
Formally register them with theappropriate legal bodies
Vigorously defend trademarksfrom unauthorized competitiveinfringement
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Philco, the Philadelphia
Storage Battery
Company prevented
Philips from using Philips
brand name in US.Hence Philips sold there
products under brand
name Norelco in US.
Later they purchased
Philco, and now can usePhilips name. But they
still retained Norelco
brand name for US
products
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OPTIONSANDTACTICSFORBRANDELEMENTS
Apple logo
Simple but well-known word
Distinctive in the product category
Meaning gave friendly shine
Warm brand personality
Easily transferable geographically andculturally
Provides platform for sub-branding like
Macintosh
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Unfortunately it is difficult to get a perfect brand name
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OPTIONSANDTACTICSFORBRANDELEMENTS
Brand Names
Brands names can be an extremelyeffective shorthand means ofcommunications
Naming guidelines: Descriptive:describes function literally: Air
India
Suggestive:Suggestive of a benefit:Feviquick, Medimix, m-seal, Dr Fixit
Compounds:Combination of two or moreunexpected words: PRAJ
Classical:Real words with no obvious tie-in to company: Tortoise
Fanciful:Coined words with no obvious
meaning: SX4
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OPTIONSANDTACTICSFORBRANDELEMENTS
Brand Names Brand names that are simple and easy to
pronounce or spell, familiar andmeaningful, and different, distinctive andunusual can obviously improve brandawareness
Brand name can reinforce an importantattribute or benefit association that makesup its product positioning
Naming procedures
1. Define objectives
2. Generate names
3. Screen initial candidates
4. Study candidate names
5. Research the final candidate6. Select the final name
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OPTIONSANDTACTICSFORBRANDELEMENTS
URLs (Universal Resource Locator) Domain
names
Every three letter combination and virtually allwords in a English dictionary have beenregistered
Protecting brand names from unauthorizeduser is a issue threatening brands
At the peak of the internet boom, investorspaid $7.5 millions for business.com, $2.2million for autos.com and $1.1 millions forbingo.com. Many of these common noun
sites failed
Many firms adopted i or e in the beginning.
These names also failed over the period of
time
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OPTIONSANDTACTICSFORBRANDELEMENTS
Logos and symbols
Logos play critical role in building brandequity and essentially brand awareness.
Logos range from corporate names or
trademarks written in distinctive form toentirely abstract designs that may becompletely unrelated to the word mark,corporate name or corporate activity
Strong word mark and no logo: Coco-
cola, Kit-kat
Abstract logo: Mercedes star, Rolexcrown, Nike swoosh, Olympic rings
Many logos fall in between
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OPTIONSANDTACTICSFORBRANDELEMENTS
Logos and symbols
Many logos fall in between these twoextreme
Some are literal representation of the
brand name: Apple logo, Red cross Some can be pictorial: American
Express, Nirma
Some logos may show certain physicalelement, McDonalds arches
Consumer survey shows use of surveyenhances consumer impression ofcompanies
Abstract logos may be distinctive and
recognizable BUT they may lackinherent meanin .
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OPTIONSANDTACTICSFORBRANDELEMENTS
Characters
Character represents a special type ofbrand symbol- one that takes on humanor real-life characteristics
Some are animated like Pillsburyspoppin
Some are like Ronald
Because they are colourful and rich inimagery, brand characters tend to beattention getting and quite useful forcreating brand awareness
It can help brand break through clutter
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OPTIONSANDTACTICSFORBRANDELEMENTS
Slogans
Slogans are short phrases that communicatedescriptive or persuasive information about thebrand. They often appear in advertising but can
play an important role on packaging and inother aspects of the marketing program. Likebrand name they are shorthand devices to buildbrand equity.
Dominos: Hungry Kya
Citi: Citi never sleeps
American Express: never go out without it
Maser card: For everything else, there is
Master card
LIC
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OPTIONSANDTACTICSFORBRANDELEMENTS
Jingles
Jingles are musical messages written around the brand.Typically composed by professional songwriters, they oftenhave enough catchy hooks and choruses to become almost
permanently registered in the minds of listeners. In radiodays jingles were very important.
Because of musical nature jingles are not as transferableas other brand elements. They can communicate brandbenefits, but they often convey product meaning in a
nondirect and fairly abstract fashion They are most valuable in enhancing brand awareness.
Because of repetition of brand name it allows consumersmultiple encoding opportunities
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OPTIONSANDTACTICSFORBRANDELEMENTS
Packaging
Packages have long history from leaves and animal skin
It works the best at the moment of truth
Strongest association of packaging is look of the
packaging
What comes to your mind when you remember Coke: abottle
Innovation in packaging may increase sale of the product
substantially Different sizes of packs can further increase sales
It is also called as last five seconds of marketing,
permanent media the last salesman
Consumers have a color vocabulary. Some brands have
color ownership. Red: Coke, Colgate
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PUTTINGITALLTOGETHER
Consistency of brand elements. Thecohesiveness of the brand identitydepends upon consistency of brandelements
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