Download - Intro To Brand Mgt

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Page 1: Intro To Brand Mgt

Introduction to Brand Management

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Agenda

• Brand Elements– Criteria for choosing brand elements

– Brand Names

– Logo’s and Symbols

– URLs

– Characters

– Slogans and Jingles

– Packaging

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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

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Criteria for choosing Brand Elements

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

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Criteria for choosing Brand Elements

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

Easily RecognizedEasily Recalled

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Meaningful

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

DescriptivePersuasive

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Likability

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

Fun and InterestingRich Visual and Verbal imagery

Aesthetically pleasing

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Transferability

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

•Within and across product categories•Across geographical Boundaries and cultures

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Adaptability

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

•Flexible•Updateable

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Criteria for choosing Brand Elements

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

•Legally•Competitively

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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

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Naming the Brand

• Compound – RedHat– PriceWaterhouseCoopers

• Classical– Vedanta– Balaji telefilms

• Arbitary (real words without direct connection)

– Apple– Orange– Mango

• Fanciful (imaginative words)

– Vodafone– Wochardt

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Brand Linguistics

• Phonics– alliteration (Coca-Cola)

• Orthographic– spelling (Kool); abbreviation (7 Up, IBM)

• Morphologic– compound (Janitor-in-a-drum)

• Semantic– Metaphor (Arrid)

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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

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Logo Symbols

• Family shields – Scottish patterns• Wordmarks – fonts (cocacola, dunhill, cadbury’s)• Non-wordmarks - Symbols• Abstract – shapes and images (mercedes,

Rolex, olympic, nike)

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Characters

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

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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– Helps repetitive reminding

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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