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CHAPTER 4:CHAPTER 4:

CHOOSING BRANDCHOOSING BRAND

ELEMENTS TO BUILDELEMENTS TO BUILDBRAND EQUITYBRAND EQUITY

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BuildingBuilding

Customer-Based Brand EquityCustomer-Based Brand Equity

Brand knowledge structures depend on:Brand knowledge structures depend on:

The initial choices for the brand elementsThe initial choices for the brand elements

The supporting marketing program andThe supporting marketing program and

the manner by which the brand isthe manner by which the brand is

integrated into itintegrated into it

Other associations indirectly transferredOther associations indirectly transferred

to the brand by linking it to some otherto the brand by linking it to some other

entitiesentities

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Tactics for Brand ElementsTactics for Brand Elements

A variety of brand elements can be chosenA variety of brand elements can be chosenthat inherently enhance brand awareness orthat inherently enhance brand awareness or

facilitate the formation of strong, favorable,facilitate the formation of strong, favorable,

and unique brand associations.and unique brand associations.

Brand namesBrand names

URLsURLs

Logos and symbolsLogos and symbols

CharactersCharacters

SlogansSlogans

PackagingPackaging

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Criteria for Choosing BrandCriteria for Choosing Brand

ElementsElements

MemorabilityMemorability

MeaningfulnessMeaningfulness

LikabilityLikabilityTransferabilityTransferability

AdaptabilityAdaptability

ProtectabilityProtectability

Marketers offensive strategyand build brand equity

Defensive role for leveragingand maintaining brand equity

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MemorabilityMemorability

Brand elementsBrand elements

should inherentlyshould inherently

be memorable andbe memorable and

attention-getting,attention-getting,and thereforeand therefore

facilitate recall orfacilitate recall or

recognition.recognition.

For example, aFor example, abrand of propanebrand of propane

gas cylindersgas cylinders

named Blue Rhinonamed Blue Rhinofeaturin afeaturing a

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MeaningfulnessMeaningfulness

Brand elements may take on all kinds ofBrand elements may take on all kinds of

meaning, with either descriptive ormeaning, with either descriptive or

persuasive content.persuasive content.

Two particularly important criteria General information about the nature of theGeneral information about the nature of the

product categoryproduct category

Specific information about particular attributesSpecific information about particular attributes

and benefits of the brandand benefits of the brand

The first dimension is an importantThe first dimension is an important

determinant of brand awareness anddeterminant of brand awareness and

salience; the second, of brand image andsalience; the second, of brand image and

ositionin .positioning.

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LikabilityLikability

Do customers findDo customers find

the brand elementthe brand element

aestheticallyaesthetically

appealing?appealing? Descriptive andDescriptive and

persuasivepersuasive

elements reduceelements reduce

the burden onthe burden onmarketingmarketing

communications tocommunications to

build awareness.build awareness.

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TransferabilityTransferability

How useful is theHow useful is the

brand element forbrand element for

line or categoryline or category

extensions?extensions?To what extentTo what extent

does the branddoes the brand

element add toelement add to

brand equitybrand equityacross geographicacross geographic

boundaries andboundaries and

market segments?market segments?

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AdaptabilityAdaptability

The moreThe more

adaptable andadaptable and

flexible the brandflexible the brand

element, the easierelement, the easierit is to update it toit is to update it to

changes inchanges in

consumer valuesconsumer values

and opinions.and opinions. For example, logosFor example, logos

and characters canand characters can

be given a newbe given a new

look or a newlook or a new

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ProtectabilityProtectability

Marketers should:Marketers should:

1.1. Choose brand elements that can beChoose brand elements that can be

legally protected internationally.legally protected internationally.

2.2. Formally register chosen brandFormally register chosen brand

elements with the appropriate legalelements with the appropriate legal

bodies.bodies.

3.3. Vigorously defend trademarks fromVigorously defend trademarks fromunauthorized competitiveunauthorized competitive

infringement.infringement.

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4.11

Example: SimplexityExample: Simplexity

Trademark detailsTrademark details is a registered trademark used for Computer Programs and Instructional Manuals Sold Together Asis a registered trademark used for Computer Programs and Instructional Manuals Sold Together As

a Unit For Use In Automating the Scheduling and Allocation of Data Processing Resources Public Relations anda Unit For Use In Automating the Scheduling and Allocation of Data Processing Resources Public Relations andBusiness Marketing Consulting Services In the Field of Automating Operation Functions For Data ProcessingBusiness Marketing Consulting Services In the Field of Automating Operation Functions For Data ProcessingConsulting Services In the Field of Automating Operation Functions For Data Processing and owned byConsulting Services In the Field of Automating Operation Functions For Data Processing and owned byCybermation, Inc.. Full trade mark registration details, registered images and more information below.Cybermation, Inc.. Full trade mark registration details, registered images and more information below.

Goods and/or Services: Computer Programs and Instructional Manuals Sold Together As a Unit For Use InGoods and/or Services: Computer Programs and Instructional Manuals Sold Together As a Unit For Use InAutomating the Scheduling and Allocation of Data Processing Resources Public Relations and Business MarketingAutomating the Scheduling and Allocation of Data Processing Resources Public Relations and Business MarketingConsulting Services In the Field of Automating Operation Functions For Data Processing Consulting Services In theConsulting Services In the Field of Automating Operation Functions For Data Processing Consulting Services In theField of Automating Operation Functions For Data ProcessingField of Automating Operation Functions For Data Processing

Technical Customer Support Services, Namely Troubleshooting of Computer Software ProblemsTechnical Customer Support Services, Namely Troubleshooting of Computer Software Problems

Serial Number: 78049877Serial Number: 78049877 Filing Date: Feb 23, 2001Filing Date: Feb 23, 2001

Last Applicant(s)/Last Applicant(s)/ Owner(s) of Record Cybermation, Inc.Owner(s) of Record Cybermation, Inc. One Ca CenterOne Ca Center Islandia, Ny 11749 USIslandia, Ny 11749 US Related Products: Electrical and Scientific Apparatus, Advertising and Business, Miscellaneous Services; ScientificRelated Products: Electrical and Scientific Apparatus, Advertising and Business, Miscellaneous Services; Scientific

and technological services, and research and design relating thereto; Industrial analysis and research services;and technological services, and research and design relating thereto; Industrial analysis and research services;Design and development of computer hardware and software; Legal servicesDesign and development of computer hardware and software; Legal services

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Brand NamesBrand Names

Like any brand element, brandLike any brand element, brand

names must be chosen with thenames must be chosen with the

six general criteria of:six general criteria of: memorabilitymemorability

meaningfulnessmeaningfulness

likabilitylikability

transferabilitytransferability

adaptabilityadaptability

protectabilityprotectability

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BrandBrand NamingNamingGuidelinesGuidelines

Brand awarenessBrand awareness Simplicity and ease of pronunciation andSimplicity and ease of pronunciation and

spellingspelling

Familiarity and meaningfulnessFamiliarity and meaningfulness

Differentiated, distinctive, andDifferentiated, distinctive, and

uniquenessuniqueness

Brand associationsBrand associationsThe explicit and implicit meaningsThe explicit and implicit meanings

consumers extract from it are important.consumers extract from it are important.

In particular, the brand name canIn particular, the brand name canreinforce an im ortant attribute orreinforce an im ortant attribute or

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BrandBrand NamingNamingProceduresProcedures

Define objectivesDefine objectives

Generate namesGenerate names

Screen initial candidatesScreen initial candidates Study candidate namesStudy candidate names

Research the final candidatesResearch the final candidates

Select the final nameSelect the final name

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Logos and SymbolsLogos and Symbols

Play a critical rolePlay a critical role

in building brandin building brand

equity andequity and

especially brandespecially brandawarenessawareness

Logos range fromLogos range from

corporate names orcorporate names or

trademarks (wordtrademarks (wordmarks with textmarks with text

only) written in aonly) written in a

distinctive form, todistinctive form, to

entirel abstractentirely abstract

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CharactersCharacters

A special type of brandA special type of brandsymbolone that takes onsymbolone that takes onhuman or real-lifehuman or real-lifecharacteristicscharacteristics

Some are animated likeSome are animated like

Pillsburys Poppin FreshPillsburys Poppin FreshDoughboy, Peter PanDoughboy, Peter Panpeanut butters character,peanut butters character,and numerous cerealand numerous cerealcharacters such as Tonycharacters such as Tony

the Tiger, Capn Crunch,the Tiger, Capn Crunch,and Snap, Crackle & Pop.and Snap, Crackle & Pop.

Others are live-actionOthers are live-actionfigures like Juan Valdezfigures like Juan Valdez(Colombian coffee), the(Colombian coffee), theMaytag repairman, andMaytag repairman, and

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SlogansSlogans

Slogans are shortSlogans are short

phrases thatphrases that

communicatecommunicate

descriptive ordescriptive orpersuasivepersuasive

information aboutinformation about

the brand.the brand.

Slogans areSlogans arepowerful brandingpowerful branding

devices because,devices because,

like brand names,like brand names,

the are anthey are an

Alka SeltzerAlka Seltzer I can't believe I ateI can't believe I ate

the whole thing!the whole thing!

Plop, plop, fizz, fizz,Plop, plop, fizz, fizz,oh what a relief itoh what a relief it

isis

Try it, youll like itTry it, youll like it

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Classic Slogans

Melts in your mouth, not in yourMelts in your mouth, not in your

hands (M&Ms)hands (M&Ms)

Sometimes you feel like a nut,Sometimes you feel like a nut,

sometimes you dont (Almondsometimes you dont (Almond

Joy/Mounds)Joy/Mounds)

Wheres the beef? (Wendys)Wheres the beef? (Wendys)

A mind is a terrible thing to wasteA mind is a terrible thing to waste

(United Negro College Fund)(United Negro College Fund)

Can you hear me now? (Verizon)Can you hear me now? (Verizon)onty Phan, Celebrating Their Sweet Success, Newsday, 21 September 2004,

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JinglesJingles

Jingles are musical messages writtenJingles are musical messages writtenaround the brand. Typicallyaround the brand. Typicallycomposed by professionalcomposed by professional

songwriters, they often have enoughsongwriters, they often have enoughcatchy hooks and choruses tocatchy hooks and choruses tobecome almost permanentlybecome almost permanentlyregistered in the minds of listenersregistered in the minds of listeners

sometimes whether they want themsometimes whether they want themto or not!to or not!

Jingles are perhaps most valuable inJingles are perhaps most valuable in

enhancing brand awareness.enhancing brand awareness.

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PackagingPackaging From the perspectiveFrom the perspective

of both the firm andof both the firm and

consumers, packagingconsumers, packaging

must achieve amust achieve a

number of objectives:number of objectives: Identify the brandIdentify the brand

Convey descriptive andConvey descriptive and

persuasive informationpersuasive information

Facilitate productFacilitate product

transportation andtransportation and

protectionprotection

Assist at-home storageAssist at-home storage

Aid roductAid product

Susan B. Bassin, Value-Added Packaging Cuts through StoreSusan B. Bassin, Value-Added Packaging Cuts through Store

Clutter,Clutter,Marketing News,Marketing News, 26 September 1988, 21.26 September 1988, 21.

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Packaging Can InfluencePackaging Can Influence

TasteTaste Our sense of taste andOur sense of taste and

touch is verytouch is very

suggestible, and whatsuggestible, and what

we see on a packagewe see on a package

can lead us to tastecan lead us to tastewhat we think we arewhat we think we are

going to taste.going to taste.

Long after we haveLong after we have

bought a product, abought a product, apackage can still leadpackage can still lead

us to believe weus to believe we

bought it because itbought it because it

was a good value.was a good value.

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Packaging Can InfluencePackaging Can Influence

ConsumptionConsumption Studies of 48Studies of 48

different types ofdifferent types of

foods and personalfoods and personal

care products havecare products haveshown that peopleshown that people

pour and consumepour and consume

between 18% andbetween 18% and

32% more of a32% more of aproduct as the sizeproduct as the size

of the containerof the container

doubles.doubles.

Valerie Folkes, Ingrid Martin and Kamal Gupta,Valerie Folkes, Ingrid Martin and Kamal Gupta,

When to Say When: Effects of Supply on Usage,When to Say When: Effects of Supply on Usage,

Journal of Consumer ResearchJournal of Consumer Research, 20 December 1993, 467-477., 20 December 1993, 467-477.

P k i C I flPackaging Can Influence

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Packaging Can InfluencePackaging Can Influence

How a Person Uses aHow a Person Uses a

ProductProduct One strategy toOne strategy toincrease use ofincrease use ofmature products hasmature products hasbeen to encouragebeen to encouragepeople to use thepeople to use thebrand in newbrand in newsituations, like soupsituations, like soupfor breakfast, or newfor breakfast, or new

uses, like baking sodauses, like baking sodaas a refrigeratoras a refrigeratordeodorizer.deodorizer.

An analysis of 26An analysis of 26

products and 402products and 402

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Putting It All TogetherPutting It All Together

The entire set of brand elementsThe entire set of brand elements

makes up themakes up the brand identity,brand identity, thethe

contribution of all brand elements tocontribution of all brand elements to

awareness and image.awareness and image.The cohesiveness of the brandThe cohesiveness of the brand

identity depends on the extent toidentity depends on the extent to

which the brand elements arewhich the brand elements areconsistent.consistent.