Download - Intro to Brand Mgt

Introduction to Brand Management

Agenda

• Brand Elements– Criteria for choosing brand elements

– Brand Names

– Logo’s and Symbols

– URLs

– Characters

– Slogans and Jingles

– Packaging

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

Criteria for choosing Brand Elements

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



Easily RecognizedEasily Recalled

Meaningful


DescriptivePersuasive

Likability


Fun and InterestingRich Visual and Verbal imagery

Aesthetically pleasing

Transferability


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

Adaptability


•Flexible•Updateable



•Legally•Competitively

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

Naming the Brand

• Compound – RedHat– PriceWaterhouseCoopers

• Classical– Vedanta– Balaji telefilms

• Arbitary (real words without direct connection)

– Apple– Orange– Mango

• Fanciful (imaginative words)

– Vodafone– Wochardt

Brand Linguistics

• Phonics– alliteration (Coca-Cola)

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

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

• Semantic– Metaphor (Arrid)

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

Logo Symbols

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

Rolex, olympic, nike)

Characters

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

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

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