lect 9-10 Choosing Brand Elements to build Brand Equity.ppt

8/9/2019 lect 9-10 Choosing Brand Elements to build Brand Equity.ppt

1/36

Brand ManagementPresented to: Maam Saleeha

Presented by: Iqra Ghulam Rasool Samina Ashiqe

Mubeen Sabir

Ali Nasir

Rana Waqas

1


2/36

Chater !

2


3/36

3

Brand "lements# sometimes $alled brand

identities are those trademar% de&i$esthat ser&e to identi'y and di(erentiate thebrand) *heir main 'un$tion is to

inherently enhan$e brand a+areness or

'a$ilitate the 'ormation o' strong#'a&orable# and unique brand asso$iations

or eli$it ositi&e brand ,udgment or'eelings)


4/36

Brand "lements*he test o' the brand- building ability o'

brand elements is +hat $onsumers +ould

thin% or 'eel about the rodu$t I. they only%ne+ about its brand element)

Name /R0s 0ogo

Symbols $hara$ters

Slogans ,ingles

4


5/36

5


6/36

6

Memorability

Meaning'ulness

0i%ability

*rans'erability

Adatability

Prote$tability

Easily RecognizedEasily Recalled


7/367

Meaning'ulMemorability

Meaning'ulness

0i%eability

*rans'erabilityAdatability

Prote$tability

DescriptiveSpecific


8/368

0i%eabilityMemorability

Meaning'ulness

0i%eability

*rans'erabilityAdatability

Prote$tability

Fn and !nterestingRic" #isal and #er$al i%agery

&est"etically pleasing


9/36'

*rans'erability

MemorabilityMeaning'ulness

0i%eability

*rans'erability

Adatability

Prote$tability

()it"in and across prodctcategories(&cross geograp"ical *ondaries

and cltres


10/361+

Adatability

MemorabilityMeaning'ulness

0i%ability

*rans'erability

Adatability

Prote$tability

(Fle,i$le(-pdatea$le


11/3611

Prote$atabilityMemorability

Meaning'ulness

0i%eability

*rans'erability

Adatability

Prote$tability

(.egally(/o%petitively


12/36

Brand NamesBrand a+areness are imro&ed the e1tentbrand names are $hosen that are-

Simple and easy to pronounce or spell

Familiar and meaningful

Dierent, distinctive, and unusual

12


13/36

Naming the Brand2es$riti&e.un$tion des$ribed

literally in the brandnameSingaore Airlines

3&ernite "1ress

Amul dairy +hitenerSugar 'ree

Suggesti&eSuggesti&e o' a bene4t

5ead and ShouldersShamoo

Close-u toothaste

5M6

13


14/36

Naming the BrandComound

GrameenPhone

Pri$eWaterhouseCooers

Classi$al7atra Bala,i *ele4lms

Arbitrary 8real+ords +ithout dire$t$onne$tion9 Ale

3range

Mango

FancifulPesi

Ce4ro

14


15/36

NamingA name li%e Gold4sh 'or

a 4nan$ial ser&i$esrodu$t is a bra&e$hoi$e

15


16/36

Naming Pro$edures) 2e4ne the branding ob,e$ti&es in terms

o' the si1 general $riteria

;) Generate as many names and $on$etsas ossible


17/36

17

4.Colle$t e1tensi&e in'ormation on ea$h o'the 4nal = to > names

=) Consumer resear$h is $ondu$ted totest the memorability and

meaning'ulness o' the name

?) Choose a name and the register it)


18/36

Brand Names

Brand Awareness

Short name 'a$ilitates re$all 8M/M# Ru$$hi9

0ong names $an be shortened to easere$allability 8Che&rolet -Che&y# StandardChartered- Stan$hart# Co$a Cola -Co%e9

When a name is di@$ult to ronoun$e# initialmar%eting e(ort should be de&oted toedu$ate $ustomers to the roer +ay toronoun$e the name)8Whirlool# 5yundai9

18


19/36

1'

/R0s

ee it as simle as ossibleA&oid Cli$hs

Rein&ent a real +ord

Ma%e ne+ +ords


20/36

0ogos and symbols*yes o' logos-Cororate names or trademar%s +ritten in a

distin$ti&e 'orm# e)g) Co$a-Cola# it-atAbstra$t logos that are unrelated to the +ord

mar%# $ororate name# e)g) Mer$edes) *heseare $alled symbols)

2+


21/36

Recognized Trademarks and Symbols help in Promotion

21


22/36

0ogos and symbols Benets:

0ogos and symbols are easily re$ognied

*hey are &ersatile) Non&erbal logos $an beudated +ith time and generally trans'er+ell a$ross $ulture)

When the name is long and $umbersome#logos $ould more easily aear as anidenti4$ation de&i$e)

22


23/36

Chara$ters 8.ido 2ido o'

u# 0oui o' Mortein9Chara$ters reresent a se$ial tye o'

brand symbol-one that ta%es on human orreal li'e $hara$teristi$s)Be$ause they are o'ten $olor'ul and ri$h in

imagery# they tend to be attention getting)Brand $hara$ters $an be so attention

getting and +ell li%ed that they dominateo&er other brand elements)

23


24/36

24


25/36

25

Slogans are short hrases that $ommuni$ate des$riti&e orersuasi&e in'ormation about the brand)It $an 'un$tions as use'ul handle to hel $onsumer gras the

meaning o' a brand in terms o'What the brand isEWhat ma%es it se$ialE


26/36

SlogansBene4ts*hey hel to build brand a+areness 8e)g)

0u19

Ma%e strong lin%s bet+een the brand androdu$t $ategory8FI' oure Not Wearing2o$%ers# oure 7ust Wearing PantsH9

*hey $an hel to rein'or$e the brandositioning and desired P32 8Pesi- the$hoi$e o' a ne+ generation9

26


27/36

Pa$%agingPa$%aging in&ol&es the a$ti&ities o' designingand rodu$ing $ontainers or +raers 'or arodu$t)

3b,e$ti&es o' a$%aging:Identi'y the brandCon&ey in'ormation

.a$ilitate rodu$t transortation androte$tionAssist at home storageAid rodu$t $onsumtion

27


28/36

Pa$%aging Bene4ts:

Assist in rodu$t re$ognition

Pa$%aging $an $reate strong P32 thatermits a higher margin 8e)g) er'ume9)

Pa$%aging $hanges $an ha&e immediate

ima$t on sales

28


29/36

*he Body ShoIn brea%ing +ith the $on&entions o'a$%aging# the Body Sho +ent beyondgrahi$s) *he e1isting $ategory layers

belie&ed that sin$e body rodu$ts essentiallyreresented a rodu$t $ategory +here thea$%aging +as a$tually +hat you aid 'or)Anita sold her rodu$ts in $hea lasti$

bottles-she +as aiming 'or a di(erent %ind o'emotional &alue)Ma%ing the bottle unimortant thre+

attention on +hat is inside the bottle and +hatis outside)

2'


30/36

3+


31/36

*ango*he a$%aging 'or so't drin% *ango is B0AC)Bla$% is a $olour thats re,e$ted 'or 'ood sin$eits asso$iated +ith rotting and disease)

*he $olour bla$% ga&e the rodu$t therequired dramaIt stood out in the shel&es

5ighlighted the 'ruit grahi$Aroused a strong rea$tion

31


32/36

32


33/36

*y NantMineral Water is al+ays in $lear bottle# to+orshi the urity o' the uid)

*y Nant made the +ater in&isible be$ause theglass itsel' +as a ri$h $obalt blue

*his aroused immense $uriosity and arelationshi +ith the bottle started to 'orm 'or

trial and e1erimentation)*he outside be$ame more imortant than the

inside and the brand be$ame the $hosenbrand ser&ed in 'ashion stores and salons)

33


34/36

34


35/36

3range*he Body Sho and *y Nant $hanged the$on&entional relationshi bet+een a$%agingand rodu$t to signal a ne+ %ind o' brand)

3range +ent one ste 'urther: it ne&ersho+ed the rodu$t

0ate into the $ellular $ategory# it named itsel'

a'ter a $olour# not a $ororation)It $reated a $on$et o' FA +ireless 'uture# in

+hi$h you $all eole# not la$esH

35


36/36

lect 9-10 Choosing Brand Elements to build Brand Equity.ppt

Documents

Transcript of lect 9-10 Choosing Brand Elements to build Brand Equity.ppt