Cultivating Brand Equity

Step 1: Selecting Brand elementsSymbols

Criteria

Step 2: Creating AssociationsIntegrated marketing communications

Effective advertising communication

Effective promotion, pricing, placement

2

Brand Elements

Summarize associations

Aid retrieval of brand information

Simplify new learning

Brand Elements

ElementsSlogans

Brand

namesURLs

Logos

SymbolsCharacters

Brand Elements Choice Criteria:General Considerations

MemorableEasily RecognizedEasily Recalled

MeaningfulCredible & SuggestiveRich Visual & Verbal

Imagery

AppealingFun & InterestingAesthetics

AdaptableFlexible & Updateable

ProtectableLegallyCompetitively

TransferrableWithin & Across Product CategoriesAcross Geographical Boundaries & Cultures

Brands. What’s in a Name ?

Brand Name

“Is there a particular type

of name that will

guarantee brand success ?

Some strong Brands Coca Cola

IBM

Schweppes

Marlboro

Kodak

Mercedes

Lexus

Provided there is a consistent effort over time to give meaning to this name

Brand name must be chosen with a view to the brands future and

destiny, not in relation to

specific market and product situation

at the time of its birth

Descriptive Names

Most of the time managers want the brand name to describe what

the product doesThe denotative names

Brands don’t describe the

products Brands distinguish the products

The Brand Name

The name must serve to add extra meaning to convey the

spirit of the brand

It must convey brands durable uniqueness and not just the

characteristic of the temporary

The Brand Name

The Brand is not a product.

Brand name therefore should not describe what the product does

but reveal a difference.

The Brand Name

This uniqueness has to do much more with the other facets of brand identity than with the

physique

Its culture, its personality, its relationships etc

Short & SimpleShort & Simple

Easy to Spell & ReadEasy to Spell & Read

Easy to Recognize & RememberEasy to Recognize & Remember

Easy to PronounceEasy to Pronounce

Can Pronounce in Only One WayCan Pronounce in Only One Way

Can Pronounce in All LanguagesCan Pronounce in All Languages

Suggests Product BenefitsSuggests Product Benefits

Meets Packaging/Labeling NeedsMeets Packaging/Labeling Needs

No Undesirable ImageryNo Undesirable Imagery

Always TimelyAlways Timely

Adapts to Any Advertising MediumAdapts to Any Advertising Medium

Legally Available for Use

Thinking about a new brand

Brand Name

• Short and simple

• Easy to spell and read

• Easy to recognize and remember

• Easy to pronounce

• Can be pronounced in only one way

• Can be pronounced in all languages (for international markets)

• Suggestive of product benefits

• Adaptable to packaging / labeling needs

• No undesirable imagery

• Always timely (does not get out-of-date)

• Adaptable to any advertising medium

• Legally available for use (not in use by another firm)

Brand Name Types

Actual wordsEnergizer

Coined (Descriptive) Microsoft

Coined (Abstract) Maytag

Acronym NamesGE

Logos and Symbols

Word Marks:

Abstract Logos:

Literal Logos:

The Brand Name A brand name that simply describes the product and

products function will not be able to differentiate the brand from

copies or generic products

descriptive brand name boils down to making a brand a

generic product in the long run

Consider Copy Phenomena

Like Vibramycine or TerramycineRanitidine is zantac whereas

cimetidine is Tagamet

Think internationally

Suze is a bitter French vine just almost means sweet in German.

Nike cannot be registered in many Arab countries

1300 common words in 7 European languages

Think

Choose abstract names which, having no previous meaning

can thus create their own.

More car per car……….TATA Indica V2

Spoil yourself…………..TATA Indigo

Lets make things better……Philips

For a special journey called life…..Chevrolet

The difference is German engineering….Corsa

Express yourself……Airtel

For Managing Tomorrow…..Business Today

Punch Lines

Coke gets it wrong

The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means “bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect.

Coke gets it right?

Coke then researched 40,000 Chinese characters and found a close phonetic equivalent “ko-kou-ko-le”, which can be loosely translated as “happiness in the mouth”.

(competition in 1930s)

Pepsi and KFC

In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as “Pepsi will bring your ancestors back from the dead.”

Also in Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “eat your fingers off.”

Divided by a common language

In an effort to boost orange juice sales in predominantly continental breakfast eating England, a campaign was devised to extol the drink’s eye-opening, pick-me-up qualities. Hence the slogan, “Orange juice. It gets your pecker up”.

Sanitary & Phytosanitary (SPS) regulations

sanitary (human and animal health) measures and

phytosanitary (plant health)

Often used as non-tariff barrier (NTB)eg fireblight – big dispute with Australia

Essential to preserve good reputation of exportsEg Listeria in NZ cheese to Holland