brand names, logos, packages, and point-of-purchase materials
DESCRIPTION
Chapter Seven. Brand Names, Logos, Packages, and Point-of-Purchase Materials. 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 - PowerPoint PPT PresentationTRANSCRIPT
Chapter Seven
Brand Names, Logos, Brand Names, Logos, Packages, and Point-Packages, and Point-of-Purchase Materialsof-Purchase Materials
Chapter Seven ObjectivesChapter 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
Chapter Seven ObjectivesChapter 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
Brand NamingBrand Naming
Brand
A company’s unique designation or
trademark, which distinguishes its
offering from other product category
entries
Power of Brand NamePower 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
What ConstitutesWhat Constitutes a Good Brand Name? 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
Brand NamingBrand Naming
Second Nature: A name
compatible with the
brand’s desired image
Brand NamingBrand Naming
A new brand name
Exceptions to the “Rules”Exceptions to the “Rules”
• Some brands become successful in spite of their names
The Brand Naming ProcessThe Brand Naming Process
Step 1Step 1: Specify Objectives for the Brand NameStep 1Step 1: Specify Objectives for the Brand Name
Step 2Step 2: Create Candidate Brand NamesStep 2Step 2: Create Candidate Brand Names
Step 3Step 3: Evaluate CandidatesStep 3Step 3: Evaluate Candidates
Step 4Step 4: Chooses a Brand NameStep 4Step 4: Chooses a Brand Name
Step 5Step 5: Register TrademarkStep 5Step 5: Register Trademark
The Role of LogosThe 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
Good LogosGood 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
The Role of LogosThe Role of Logos
Sailor Jac, The famous Cracker Jack
The Role of LogosThe Role of Logos
Cingular’s logo
Functions of the PackageFunctions 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
Issues in PackagingIssues in PackagingColor
Design and ShapePhysical Materials
Product Information
on Package
* VIEW Model (Visibility, Information, Emotional appeal, Workability)
Issues in PackagingIssues in Packaging
Vlasic introduces
new packaging
Packaging StructurePackaging Structure
ColorDesign,Shape
Size
Physical Materials
Information labeling
• 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
ColorDesign, Shape
Size
Physical Materials
Information labeling
The Use of ColorThe Use of Color
Design and Shape CuesDesign 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)
ColorDesign, Shape
Size
Physical Materials
Information labeling
Packaging SizePackaging Size
• Satisfy the unique needs of various market segments
• Represent different usage situations
• Gain more shelf space in retail outlets
ColorDesign, Shape
Size
Physical Materials
Information labeling
Physical MaterialsPhysical 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)
ColorDesign, Shape
Size
Physical Materials
Information labeling
Product InformationProduct 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
ColorDesign, Shape
Size
Physical Materials
Information labeling
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
IInformation
WWorkability
EEmotional Appeal
VVisibility
The VIEW ModelThe VIEW Model
Visibility
The VIEW ModelThe VIEW Model
Visibility
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
• 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
VVisibility
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
• 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
IInformation
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
Illustration of packaging information for Gardenburger Veggie Patties
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
• 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
EEmotional Appeal
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
The changing faces of Betty Crocker
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
Emotional
appeals in the
packaging of
WOW!
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
Rationale for
Tostitos’
packaging
graphics
Evaluating the Package: Evaluating the Package: The VIEW ModelThe VIEW Model
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?
WWorkability
Designing a PackageDesigning a Package
Point-of-Purchase AdvertisingPoint-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
Point-of-Purchase MaterialsPoint-of-Purchase Materials
Permanent P-O-P
Temporary and Semipermanent
P-O-P
In-Store Media
displays intended for sixmonths or more
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Permanent display
for candy
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Permanent display
for candy bars
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Permanent display
for Sesame Street
toys
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Permanent display
for Kodak film
Point-of-Purchase MaterialsPoint-of-Purchase Materials
Permanent P-O-P
Temporary and Semipermanent P-O-P
In-Store Media
displays intended for sixmonths or more
displays intended for fewer than six months
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Semipermanent display
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Semipermanent
display
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Temporary
display
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Temporary
display
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Temporary display
for Michelob beer
Point-of-Purchase DisplaysPoint-of-Purchase Displays
Temporary display
for Goldfish crackers
Point-of-Purchase MaterialsPoint-of-Purchase Materials
Permanent P-O-P
Temporary and Semipermanent P-O-P
In-Store Media
displays intended for sixmonths or more
displays intended for fewer than six months
executed by a third party (P-O-P radio, shopping cart ads, shelf talkers,
coupon dispensers, etc..)
Point-of-Purchase DisplaysPoint-of-Purchase Displays
In-Store Media
Point-of-Purchase DisplaysPoint-of-Purchase Displays
ActMedia shelf talk
in-store advertising
Point-of-Purchase DisplaysPoint-of-Purchase Displays
ActMedia
in-store
advertising cart
Consumer Buying HabitsConsumer Buying Habits
Type of Purchase Supermarket
MassMerchandisingstore
1. Specifically planned 30% 26%
2. Generally planned 6 18
3. Substitute 4 3
4. Unplanned 60 53
In-store decision rate 70% 74%
Other P-O-P MethodsOther P-O-P Methods
InteractiveDisplays
VideoMerchandising
Centers
Computerized units thatallow consumers
to obtain informationabout the product
Audio and video presentations that
perform informationaland transactional
functions
Persuading Retailers to UsePersuading Retailers to UseP-O-P MaterialsP-O-P Materials
• P-O-P must satisfy the retailer’s need and the needs of the consumer» Right size and format» Fit the store décor» User friendly» Sent to stores when they are needed» Properly coordinated with other
marketing communications program» Attractive, convenient, and useful for
consumers