1Choosing Brand Elements to Build Brand Equity; Criteria for
choosing brand elements, options & tactics for brand elements-
Brand name, Naming guidelines, Naming procedure, Awareness, Brand
Associations, Logos & Symbols & their benefits, Characters
& Benefits, Slogans & Benefits, Packaging.
Leveraging Brand Knowledge:
Meaning of Brand Knowledge, Dimensions of Brand Knowledge, Meaning
of Leveraging Secondary Brand Knowledge & Conceptualising the
leverage process.
STRATEGIC BRAND MANAGEMENT
Brand elements or brand identities
Brand elements sometimes called brand identities are those trade
markable devices that serve to identify and differentiate the brand
. The main ones are brand name, URLs, logos symbols and characters
slogans jingles package etc….
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Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
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2. Meaningfulness
Brand elements may take on all kinds of meaning, with either
descriptive or persuasive content.
Two particularly important criteria
General information about the nature of the product category: does
the brand elements have descriptive meaning and suggest something
about the product category
Specific information about particular attributes and benefits of
the brand :
The first dimension is an important determinant of brand awareness
and salience; the second, of brand image and positioning.
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Do customers find the brand element aesthetically appealing?
A memorable meaning and likable set of brand elements offers many
advantages because consumers often do not examine much information
in making product decision.
Descriptive and persuasive (believable, winning) elements reduce
the burden on marketing communications to build awareness.
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4. Transferability
Transferability measures the extent to which the brand elements
adds to the brand equity of new product for the brand
How useful is the brand element for line or category
extensions?
To what extent does the brand element add to brand equity across
geographic boundaries and market segments?
To a large extent this depends on the cultural content and
linguistic qualities of the brand elements.
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5. Adaptability
The fifth consideration for brand elements is their adaptability
over time, because of changes in consumer values & opinions or
simply because of a need to remain contemporary most brand elements
must be updated
The more adaptable and flexible the brand element, the easier it is
to update it to changes in consumer values and opinions.
For example, logos and characters can be given a new look or a new
design to make them appear more modern and relevant.
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Formally register chosen brand elements with the appropriate legal
bodies.
Vigorously (strongly, forcefully) defend trademarks from
unauthorized competitive infringement.
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Options & Tactics for Brand Elements
A variety of brand elements can be chosen that inherently enhance
brand awareness or facilitate the formation of strong, favorable,
and unique brand associations.
Brand names
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1. Brand Names
The brand name is a fundamentally important choice because it often
captures the central theme or key association of a product in a
very compact and economical fashion.
Brand names can be an extremely effective shorthand means of
communication.
Like any brand element, brand names must be chosen with the six
general criteria of memorability, meaningfulness, likability,
transferability, adaptability, and protectability in mind.
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Brand Naming Guidelines
Familiarity and meaningfulness :
Brand associations
The explicit and implicit meanings consumers extract from it are
important. In particular, the brand name can reinforce an important
attribute or benefit association that makes up its product
positioning.
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Brand Naming Procedures
2. URLs
URLs (uniform resource locators) specify locations of pages on the
web and are also commonly referred to as domain names.
A company can either sue the current owner of the URL for copyright
infringement, buy the name from the current owner, or register all
conceivable variations of its brand as domain names ahead of
time.
Another issue facing companies with regard to URLs is protecting
their brands from unauthorized use in other domain names, a company
can either sue the current owner of the.
URL for copyright infringement buy the name form the current owner
or register all conceivable variations of its brand as domain names
ahead of time.
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3. Logos and Symbols
Play a critical role in building brand equity and especially brand
awareness.
Logos have a long history as a means to indicate origin ownership
or association.
Logos range from corporate names or trademarks (word marks with
text only) written in a distinctive form, to entirely abstract
designs that may be completely unrelated to the word mark,
corporate name, or corporate activities.
Benefits :logos and symbols are often easily recognized and can be
a valuable way to identify products, although consumers may
recognize them but be unable to link them to any specific product
or brand.
Another branding advantage of logos is their versatility: because
they are often nonverbal logos transfer well across culture and
over a range of product categories
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4. Characters
A special type of brand symbol—one that takes on human or real-life
characteristics
Some are animated like Pillsbury’s Poppin’ Fresh Doughboy, Peter
Pan peanut butter’s character, and numerous cereal characters such
as Tony the Tiger, Cap’n Crunch, tin tin.
Advantages:
Helps to get attention
Create perceptions of the brand as being fun, interest..
Provide a direct revenue & additional brand exposure.
Disadvantages:
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5. Slogans
Some slogans help to build brand awareness by playing off the brand
name in some way.
Slogans are short phrases that communicate descriptive or
persuasive information about the brand.
Slogans are powerful branding devices because, like brand names,
they are an extremely efficient, shorthand means to build brand
equity.
Advantages:
More comphrensive
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6. Jingles
Jingles are musical messages written around the brand. Typically
composed by professional songwriters, they often have enough catchy
hooks and choruses to become almost permanently registered in the
minds of listeners—sometimes whether they want them to or
not!
Jingles are perhaps most valuable in enhancing brand
awareness.
We can think of jingles as tended musical slogans and in that sense
classify them as a brand elements.
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7. Packaging
It is the activities of deigning and producing containers or
wrappers for a product.
From the perspective of both the firm and consumers, packaging must
achieve a number of objectives:
Identify the brand.
Assist at-home storage.
Aid product consumption.
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Benefits of packaging
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Know your consumers.
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Leveraging Brand Knowledge
It may be quite important to creating strong, favorable and unique
associations or positive responses if existing brand associations
or responses are deficient in some way.
It can also be an effective way to reinforce existing associations
and responses in a fresh & different way.
Leveraging secondary brand knowledge may allow marketers to create
or reinforce an important point of difference versus competitors or
a necessary or competitive point of parity. When choosing to
emphasize source factors or a particular person place or thing
marketer should take into account consumer awareness of that entity
as well as how the associations judgments or feeling for it might
become linked to the brand or affect existing brand
associations
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We can create secondary brand knowledge by linking the brand to the
following.
Companies through branding strategies.
Channels of distribution through channel strategy
Other brands through co-branding
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4. Co branding
Co-branding: it is also called brand bundling or brand alliances –
occurs when two or more existing brands are combined into a joint
product or are marketed together in some fashion.
Co-branding can create more compelling points of difference or
points of parity for the brand- or both than otherwise might have
been feasible, as a result it can generate greater sales form the
existing target market as well as open additional opportunities
with new consumers and channels.
Co-branding can reduce the cost of product introduction because it
combines two well-known images, accelerating potential
adoption.
it also may be a valuable means to learn about consumers and how
other companies approach them.
Occurs when two or more existing brands are combined into a joint
product or are marketed together in some fashion
Examples:
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There are four main approaches to co- branding that companies
should consider.
Promotional/sponsorship co-branding.
Co-branding began with endorsements. This approach can be a good
beginning point for organizations; the relationship is simple, but
it can result in significant brand enhancement and sometimes even
an unplanned opportunity.
Ingredient co-branding.
Partners in ingredient co-branding are usually the company’s
current suppliers or largest buyers. Easy access to offerings and a
well-established relationship translates into a lower level of
investment required than in other forms of co-branding. An
ingredient brand’s success relies on being distinct, either through
patent protection or by being a dominant brand.
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3. Value chain co-branding.
Other players in the value chain can create new experiences for the
consumer, which, in turn, can create a level of customer value and
differentiation not possible with promotional or ingredient
co-branding. There are three types of value-chain
co-branding:
Product-service co-branding. This approach allows partners to share
industry-specific competencies while at the same time opening
previously unavailable customer bases.
Supplier-retailer co-branding. These relationships can range from
the natural to the less obvious—even to traditional rivals, which
can help both partners become better positioned against
well-entrenched competitors.
Alliance co-branding. Globalization and better, broader offerings
through cooperation aside, forming alliances with similar companies
may be crucial for rapidly consolidating industries.
4. Innovation-based co-branding.
In this approach, partners create entirely new offerings to provide
substantial increases in customer and corporate value. It offers
the potential to grow existing markets and create entirely new
ones.
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Reduce cost of product introduction
Expand brand meaning into related categories
Broaden meaning
Negative feedback effects
Organizational distractions
Ingredient branding :which creates brand equity for materials
components or parts that are necessarily contained within other
branded products.
The uniformity and predictability of ingredient brands can reduce
risk and reassure consumer as a result ingredient brands can become
industry standards and consumers will not want to buy a product
that does not contain the ingredient.
A special case of co-branding that involves creating brand equity
for materials, components, or parts that are necessarily contained
within other branded products.
Advantages & dis advantages similar to co branding:
Examples:
Intel inside
Involves contractual arrangements whereby firms can use the names,
logos, characters, and so forth of other brands for some fixed
fee
Examples:
Designer apparel and accessories (Calvin Klein, Pierre Cardin,
etc.)
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6. Celebrity Endorsement
Shapes the perceptions of the brand
Celebrity should have a high level of visibility and a rich set of
useful associations, judgments, and feelings
Q-Ratings to evaluate celebrities
SRK continued to be the King in the list that saw five new
entrants, Aamir Khan, Priyanka Chopra, Kareena Kapoor, Madhavan and
Vidya Balan.
Along with Amitabh Bachchan and Sachin Tendulkar, Aishwarya Rai,
Preity Zinta and Kajol
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Celebrity endorsement : using well-known and admired people to
promote products is a widespread phenomenon with a long marketing
history
Potential problems : there are a number of potential problems with
linking a celebrity endorser to a brand
First celebrity endorsers can endorses so many product that they
lack any specific product meaning or are seen as opportunistic or
insincere.
Second there must be a reasonable match between the celebrity and
the product , many past endorsement would seem to fail this
test
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Celebrity endorsers can get in trouble or lose popularity
diminishing their marketing value to the brand or just fail to live
up to expectation.
Many consumers feel that celebrities are only doing the endorsement
for the money and do not necessarily believe in or even use the
endorsed brand.
Finally celebrities may distract attention form the brand in ad’s
so that consumers notice the stars but have trouble remembering the
advertised brand.
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Celebrity Endorsement: Potential Problems
Celebrity endorsers can be overused by endorsing many products that
are too varied.
There must be a reasonable match between the celebrity and the
product.
Celebrity endorsers can get in trouble or lose popularity.
Many consumers feel that celebrities are doing the endorsement for
money and do not necessarily believe in the endorsed brand.
Celebrities may distract attention from the brand.
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Conceptualizing the leveraging process
Linking the brand to some other entity – some source factor or
related person, place or thing – may create a new set of
associations form the brand to the entity, as well as affecting
existing brand associations.
Creation of new brand associations: by making a connection between
the brand and another entity consumers may form a mental
association form the brand to this other entity and consequently to
any or all associations judgment feelings and the like linked to
that entity.
This secondary brand knowledge edge is most likely to affect
evaluation of a new product when consumers lack either the
motivation or the ability to judge product-related concerns.
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Effects on existing brand knowledge: linking the brand to some
other entity may not only create new brand associations to the
entity but also affect the existing brand associations.
The following three important factors in predicting the extent of
leverage form linking the brand to another entity:
Awareness and knowledge of the entity; if consumer have no
familiarity with or knowledge of the secondary entity then
obviously there is nothing they can transfer form it.
Meaningfulness of the knowledge of the entity: given that the
entity evokes some positive association judgment or feelings is
this knowledge relevant and meaningful for the brand ????
Transferability of the knowledge of the entity: assuming that some
potentially useful and meaningful associations …….. Exist regarding
the entity and could possibly transfer to the brand.
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