Intro To Brand Mgt

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    06-May-2015
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Transcript of Intro To Brand Mgt

  • 1.Introduction to Brand Management

2. Agenda

  • Brand Elements
    • Criteria for choosing brand elements
    • Brand Names
    • Logos and Symbols
    • URLs
    • Characters
    • Slogans and Jingles
    • Packaging

3. Brand Elements??

  • Sometimes called Brand Identities
  • Tradmarkable devices to identify and differentiate brands
  • Brand names
  • URLs Gangofgirls.com, Moneycontrol.com,
  • Logos
  • Symbols/ Characters (Mascots and rings of olympics)
  • Spokespeople
  • Slogans
  • Jingles
  • Packages

4. Criteria for choosing Brand Elements

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability

5. Criteria for choosing Brand Elements

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability

Easily Recognized Easily Recalled 6. Meaningful

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability

Descriptive Persuasive 7. Likability

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability

Fun and Interesting Rich Visual and Verbal imagery Aesthetically pleasing 8. Transferability

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability
  • Within and across product categories
  • Across geographical Boundaries and cultures

9. Adaptability

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability
  • Flexible
  • Updateable

10. Criteria for choosing Brand Elements

  • Memorability
  • Meaningfulness
  • Likability
  • Transferability
  • Adaptability
  • Protectability
  • Legally
  • Competitively

11. Naming the Brand

  • Descriptive
    • Singapore Airlines
    • Overnite Express
    • Amul dairy whitener
    • Function described literally in the brand name
  • Suggestive
    • Suggestive of a benefit
    • Head and Shoulders Shampoo
    • Closeup toothpaste
    • Sugar free
    • HMV

12. Naming the Brand

  • Compound
    • RedHat
    • PriceWaterhouseCoopers
  • Classical
    • Vedanta
    • Balaji telefilms
  • Arbitary(real words without direct connection)
    • Apple
    • Orange
    • Mango
  • Fanciful(imaginative words)
    • Vodafone
    • Wochardt

13. Brand Linguistics

  • Phonics
    • alliteration (Coca-Cola)
  • Orthographic
    • spelling (Kool); abbreviation (7 Up, IBM)
  • Morphologic
    • compound (Janitor-in-a-drum)
  • Semantic
    • Metaphor (Arrid)

14. URLs

  • Keep it as simple as possible
  • Avoid Cliches
  • Avoid the .com
  • Brand v/s description description helps only short term
  • Unique personality
  • Unexpected combination (motley fool)
  • Reinvent a real word
  • Make new words

15. Logo Symbols

  • Family shields Scottish patterns
  • Wordmarks fonts (cocacola, dunhill, cadburys)
  • Non-wordmarks - Symbols
  • Abstract shapes and images (mercedes, Rolex, olympic, nike)

16. Characters

  • Adds a humanistic element
  • Rich in imagery
  • Attention getting
  • Clutter breakers
  • Easily transferred

17. Slogans

  • Short phrases that carry descriptive or persuasive info abt brands
  • Adds verbal reinforcement
  • Design of slogans
    • TO build awareness and image
    • Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)
  • Updation of slogans
    • Find out contribution of existing slogan
    • Find out what more you wish to enhance
    • Retain good qualities of earlier slogan and build up on that
  • Jingles
    • Musical Slogans
    • Desert rose jaguar
    • The axe song
    • Helpsrepetitive reminding

18. Packaging

  • Identify the brand (Pringles, 7up)
  • Convey Descriptive and persuasive information (labeling)
  • Facilitate product transportation and protection
  • Assist at-home storage (bottles and refill)
  • Aid Product consumption (screw-on cap in soft drink)
  • color vocabulary (product and category)
  • Know your consumer
  • Take the big-picture approach
  • Aesthetics + Function
  • Know your distribution channels
  • Educate Management