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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
Criteria for choosing Brand Elements
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
Easily RecognizedEasily Recalled
Meaningful
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
DescriptivePersuasive
Likability
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
Fun and InterestingRich Visual and Verbal imagery
Aesthetically pleasing
Transferability
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
•Within and across product categories•Across geographical Boundaries and cultures
Adaptability
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
•Flexible•Updateable
Criteria for choosing Brand Elements
• Memorability• Meaningfulness• Likability• Transferability• Adaptability• Protectability
•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