7.Brand Identity

8/13/2019 7.Brand Identity

1/24

STRATEGICBRANDMANAGEMENTBUILDING, MEASURING, ANDMANAGINGBRANDEQUITY

Book by: Kevin Lane Keller

1/25/2014

1


2/24

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

1/25/2014

2


3/24

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

1

/25/2014

3


4/24

CHAPTER4: CHOOSINGBRAND

ELEMENTSTOBUILDBRANDEQUITYBook by: Kevin Lane Keller

1/25/2014

4


5/24

Brand Elementsare sometimes called as

Brand Identities Names

URLs

Logos

Symbols

Characters

Spokespeople

Slogans Jingles

Packages

Signage

What is brand elements?

1

/25/2014

5


6/24

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?

1

/25/2014

6


7/24

SIX CRITERIA FOR CHOOSING BRANDELEMENTS

1.Memorability

2.Meaningfulness

3.Likability

4.Transferability

5.Adaptability6.Protectability

1

/25/2014

7

Offensive strategies

Defensive strategies


8/24

Isko laga dala, to life jing-a la la

1.Memorability

It should facilitate recallor recognition


1

/25/2014

8


9/24

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


1

/25/2014

9Brand Image& Positioning


10/24


3.Likability

Aesthetically appealing

Visually, verbally otherway likable

Rich in imagery

Inherently fun &

interesting

1

/25/2014

10


11/24


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

1

/25/2014

11


12/24


5.Adaptability

Adaptability over time

More adoptable andflexible the brand elementis the easier it is toupdate it

1

/25/2014

12


13/24


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

1

/25/2014

13

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


14/24

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

1

/25/2014

14

Unfortunately it is difficult to get a perfect brand name


15/24


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

1

/25/2014

15


16/24


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

1

/25/2014

16
http://www.globus.in/


17/24


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

1

/25/2014

17


18/24


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

1

/25/2014

18


19/24


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 .

1

/25/2014

19


20/24


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

1

/25/2014

20


21/24


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

1

/25/2014

21


22/24


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

1

/25/2014

22


23/24


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

1

/25/2014

23


24/24

PUTTINGITALLTOGETHER

Consistency of brand elements. Thecohesiveness of the brand identitydepends upon consistency of brandelements

1

/25/2014

24

7.Brand Identity

Documents

Transcript of 7.Brand Identity