BMP: Brand Management Process

Establishing BRAND POSITIONIING

Creating BRAND DESIGN

Measuring BRAND PERFORMANCE

Sustaining BRAND EQUITY

Creating BRAND DESIGN

Brand is…

More than just the product Name Symbol Slogan Colour Jingle Character Ambassador Advertising

Brand Identity

Sum total of all the elements which help the consumer identify the brand Distinctive Meaningful Easy to Recognise Memorable Multiple Elements Help

Brand Name

What’s in a name? That which we call a rose by any other name would smell as sweet. Core Indicator of a Brand Basis of Awareness, Recognition and

Communication Most Permanent Element of the Marketing

Program Must be Carefully Chosen

Naming Process

GENERATE A

LIST OF

ALTERNATIVES

TEST THE

SHORTLISTED

NAMES

SELECT A

FINAL NAME

Generating Alternatives: Naming Theories Association Theory Blank Theory

Association Theory

List the desired associations the brand wants to have in the consumers mind E.g. Movie Rental with home pick-up & drop Associations:

Fast, Deliver, Convenient, At-home, Easy Can be expanded through word association

Association Theory

Create Combinations: Combining with Product: Video Express, Home Movies Combining Parts: Videx, Rentivideo Using Symbols: Box Office Videos Using Rhyme: Groovy Movie Using Objects / People:

Animals: Leopard Videos Flower/Tree: Oak Tree Movies Person: Director’s Choice People: Eastwood Films

Metaphor: Lightening Videos

Blank Theory

Use a name with no associations Associations can then be created through the

entire mix Kodak Wendy’s

Criteria for Name Selection

Easy to Learn & Recall

Different / Unusual Cut-thru / Attention Zapak Mail

Something Interesting Rhyme, Alliteration, Pun, Humour, Spelling Coca-Cola, Toys R Us, Absolut

Elicits a mental picture / image Visual image is a stronger memory trace Apple, Red Bull

Easy to Learn & Recall

Has Some Meaning Drives Stronger Recall Economist, Genesis!

Has Some Emotion Emotionality affects memory Temptation, Obsession

Does it suggest the Product Class? Drive association with the product class High recognition / recall Overnight Express / Toys R Us Can also be restrictive

Does it support a Symbol / Slogan? Name should stimulate symbols / slogans Ensures that the linkage is strong

Does it suggest desired Brand Associations? Name can drive the key associations which

the brand wants to create Honda Civic Overnite Express Head and Shoulders Fair & Lovely Huggies

Will it be legally strong?

Name should be legally available It should be defendable

Dial-a-Cab vs. Avis Car Rental Miller Lite vs. Coca-Cola

Selection Process

Crude review to eliminate unsuitable names Legal screening for available names Subjective evaluation to make a shortlist of

10-15 names Consumer Research

Word Associations: Desired associations Recall: Memorability

Finalise a name

Project: Assignment #2

Given the positioning for your brand, come up with a brand name

Follow the discussed process (including consumer research)

Share 3 final name options along with your recommendation

Brand Logo

The problem…

Products are similar Benefits are similar Shape / Size is similar How does the consumer identify our brand?

Logo

Logos….

Easier to learn visual images

Drive brand recognition & associations

Help create a perception for the brand

Types of Logos

#1: Symbolic Logo

Symbols / shapes which convey the brand promise Instantly recognisable Memorable

#2: Name Mark Logo

Uses the brand name in a distinct style Uncommon font style Distinctive colour scheme

#3: Combo Logo

Has a combination of both symbolic and name mark

Can be integrated or standalone

Do’s of Logo Design

Keep it simple & clean Futuristic Adaptable (Size & Colour) Catchy & Distinctive Memorable Drives the brand positioning / image

Don’t of Logo Design

Heavy decorations Gradient color transitions Image of a living person Photography Complex imagery

Selection of Colours

Remember that colours must be carefully selected as every colour communicates

Masculine colors include black, grey, brown, deep purple, dark green and rust

Feminine colors include light blue or pink, yellow, peach, light grey, rose and pale green

Bold colors like red are meant to attract attention Metallic tones are considered elegant and expensive A brand should not have a family of more than 3

colours

Meaning of Colours

COLOUR

Red

Orange

Yellow

Green

Blue

Purple

Grey

Brown

Black

White

Elegance, sophistication, formality, power, strength, illegality, depression, morbidity, night

Cleanliness, purity, newness, virginity, peace, innocence, simplicity, snow

MEANING

Peace, professionalism, loyalty, reliability, honour, melancholia, boredom, coldness, winter, depth, stability

Power, royalty, nobility, elegance, sophistication, artificial, luxury, mystery, royalty

Conservatism, traditionalism, intelligence, serious, dull, uninteresting

Relaxing, confident, casual, reassuring, nature, earthy, solid, reliable, genuine

Warmth, love, anger, danger, boldness, excitement, speed, strength, determination, desire, courage

Cheerfulness, low cost, affordability, enthusiasm, stimulation, creativity

Attention-grabbing, comfort, liveliness, cowardliness, hunger, optimism, overwhelm, energy

Durability, reliability, environmental, luxurious, optimism, well-being, nature, calm, relaxation, safety, honesty

Brand Slogan

Beyond the logo…

While the logo can carry a meaning, there is a limit beyond which it cannot communicate

To overcome this, brands have a slogan Slogan helps to communicate the desired

positioning for the brand

Recipe for a Good Slogan

Be less than five words in length

Do not mention the brand name

Communicate the Differentiator

Contain alliteration, metaphor or rhyme

Slogans that have worked!

Neighbor's envy, owner's pride - Onida TV

Finger lickin' good - Kentucky Fried Chicken

It's everywhere you want to be - VISA

The ultimate driving machine – BMW

Once you pop, you can't stop - Pringles

We're number two; we try harder - Avis Rental Cars

Project: Assignment #4

Given the positioning for your brand and the decided brand name, come up with a logo and slogan

Share at least 3 logo options with Consumers & the Client before finalising

Hard Copy + PPT Deadline: Friday, 27th Nov., In-class

Brand Jingle

What is a jingle?

Musical message written around the brand

Originated with radio as a medium

Composed by professionals

Extension of the brand slogan as a musical rendition

Drives brand associations

Role

Catchy

Memorable

Drive brand awareness & recall

Good Jingle…

Should be based on an original tune

Should be singular in content

Should repeat the brand name

Should remain constant over a period of time

Wordings / language / music should suit the desired brand personality

Examples….

Buland bharat ki buland tasveer

Yeh jaan mein jaan dal de peete hi!

Yehi hai right choice baby…aha!

Tandurusti ki raksha karta hai…

Brand Ambassador

Role of Brand Ambassador

Brand Ambassador is a person who portrays the face of your brand amongst your target consumers Provides advertising cut-thru Source of Awareness & Recall Drives brand associations / personality Creates credibility for the brand promise

Types of Brand Ambassadors

Company Employees Chevrolet Promise MDH Masala

Satisfied Customers Harpic

Public Leaders Experts: Sanjeev Kapoor (Sugarfree) Actors: Amitabh Bachan (Reid & Taylor) Sportsmen: Sachin Tendulkar (Aviva) Others: Dell (Make your own path)

How to choose a brand ambassador? Aspirational amongst your Target Audience

Has a similar brand persona

Is not overused in media

Has a steady performance / character

Seen credible endorsing the product

Positive Cost-Benefit Analysis

Limitations of a Brand Ambassador Personality Baggage

Out of Control

Shared amongst Brands

Limited Shelf Life

Expensive

Brand Character

What is a Brand Character?

Creation of a character by the Marketer who: Has all the dimensions of a per alive Embodies the desired personality of the brand Is a property of the brand Helps deliver the brand message in

communication and at the point-of-purchase

Types of Brand Characters

Creator Character KFC’s Colonel Johny Walker

Brand Promise Character MRF Man

Brand Personality Character Fido Ronald Mcdonald

Conceptualising a Brand Character What is its name? Is it male? Female? What is its purpose in life? Where does it live? What is a typical day in its life? Who are its friends / enemies?

Define the Character finally with the help of 4-6 adjectives.

Creating a Brand Character

List the adjectives on a cardboard Draw various characters

Original Distinctive Easy to Recognise Memorable Futuristic Communicate the Message

Test through Qualitative Research Finalise the Character

Project: Assignment #5

Given the positioning for your brand and the decided brand name, logo and slogan, come up with a Jingle, Ambassador / Character

Share at least 3 logo options with Consumers & the Client before finalising

Hard Copy + PPT Deadline: Tuesday, 1st Dec., In-class

Brand Design

Name Jingle

Logo Ambassador

Slogan Character