Chapter 4 Choosing Brand Elements to Build Brand Equity

4.1.5 D) Brand Elements: Packaging - When to make changes

- To signal a higher price - When a significant product line extension would benefit from a common look - To accompany a new product innovation to signal change to the consumer - When the old package just looks outdated

4.4 The Naming Procedure

1. Define objective: whats it meant to say 2. Generate name: Gather all suggestions 3. Screen initial candidates: Chuck out anything rude, taken or unsuitable 4. Study candidate names: Quick legal and cultural and language screening 5. Research final candidates: Market research 6. Select final name: from research and register this

4.1.7 Packaging summary

- useful for brand recognition - can convey almost any type of association, explicitly - can combine visual and verbal appeal - good transferability - typically can be redesigned - low protectability; can be copied

4.2 Criteria for Choosing Brand Elements

1. Memorable: easily recognised or recalled 2. Meaningful: Descriptive or persuasive 3. Likeable: Fun, interesting or rich in verbal and visual imagery, aesthetically pleasing 4. Transferable: Within and across categories or across cultures and geographic boundaries 5. Adaptable: Flexible and Up-dateable over time (as needed) 6. Protectable: Legally or competitively

4.1.3 B) Brand Elements: When Changing Slogans

1. Recognise how the slogan is contributing to brand equity (if at all) through enhanced awareness or image. 2. Decide how much of the enhancement (if any) is still needed. 3. Retain needed or desired equities still residing in the slogan as much as possible while providing whatever new twists or meaning are necessary to contribute to equity in other ways. Note: Sometimes modifying existing slogan is more fruitful than a new one.

4.3 Brand Naming Guidelines

1. Simple and easy to pronounce and spell 2. Familiar and meaningful 3. Differentiated, distinctive and unique Brand names & URLs - enhances brand recall and recogition - reinforce any type of assocation, though sometimes indirectly - evoke verbal imagery - limited transferability - difficult to adapt - good protectability, with limits

4.5 Crucial Naming Mistakes

1. Using cliches: Innovation or Solution - heavily overused and now meaningless 2. Names from the Dictionary: scarce and cause linguistic issues 3. (straight for) Initials: easier to trademark but no meaning 4. Using "New", "Extra" or "Plus": again meaningless due to overuse. 5. License-plate shorthand: too hard to figure out names 6. Too many names in one brand: confusing 7. Friend's suggestions: doesn't relate to the company's strategy

4.1.5 B) Brand Elements: Packaging Benefits

Appealing packaging can make the difference at the POINT OF PURCHASE. Consumer's strongest association is of the look of products packaging and therefore can build or reinforce brand associations. Packaging innovation can be a POD and permit higher margins. New packaging can expand a market and capture new market segments. Example: Think Heineken, think green bottle

4.1.8 Mixing and Matching

Brand identity = the contribution of all brand elements to brand awareness and image. If all brand elements are consistent with each other, the brand identity is cohesive. Each brand element plays a different role in creating brand equity, so marketers must mix and match for the best effect. e.g. meaningful brand names that are visually represented through logos are easier to remember with, than without reinforcement. Other elements promote recognition, but not recall. See Keller p171 for diagram.

4.1.6 Psychology of Packaging

Cornell University's Brian Wansink has discovered that packaging can affect consumption perceptions, as well as the purchase decision. 1. Packaging can influence taste - soy nutrition bar example 2. Larger packages make people believe they get better value for money, especially tall thin packages 3. People pour and consume 18-32% more of a product if it's in a double-size package because it suggests higher consumption norms. MBA students and old popcorn example. 4. Packaging influences how you use a product - 2x as many people learned a new product use from packaging than from TV, because they reach someone already favourable to the brand.

4.1 Brand Elements or Brand Identity

Definition: Trademark devices that serve to identity and differentiate a brand; these include: -Brand Name -URL -Logo -Symbols -Characters -Spokespeople -Slogans -Jingles -Packages -Signage Note: Cohesiveness amongst elements will create greater brand equity

4.1.2 Brand Elements: Logos & Symbols

Logos (branding) have a history as identifying origin and association like in family crests and horses. Logos can be (stylised) name, trademarks or abstract designs. Examples of only text logos incl.: Coca-Cola, Dunhill and Kit Kat Example of abstract logos incl.: Mercedes star, Nike swoosh and Olympic rings. These are also called SYMBOLS. Pro.: Logos and symbols are easily recognised and ca communicate a message/ be symbolic and can be more easily adapted over time than names. Con.: of abstract logo is that consumer's need associated marketing to explain the logos meaning. - useful for brand recognition - can reinforce almost any association, though sometimes indirectly - can provoke visual appeal - excellent transferability - adaptable through redesign - excellent protectability

4.1.4 Brand Elements: Jingles

Musical messages register in the listeners mind (in some cases permanently), very important in the first half of the 20th century as advertising was often over radio. Pro: Enhance brand awareness through multiple encoding opportunities. Con: Not nearly as transferable as other brand elements due to their musical nature. Example: Kit Kat's " Give me a Break" or Intel's "In-tel In-side"

4.1.5 C) Brand Elements: Packaging at Point-of-Purchase

Note: -shopper is exposed to 20,000+ products in a 30min shop -may make unplanned purchases -packaging can be temporary competitive edge -shelf can be customers first encounter with product/brand -packaging is a cost-efficient way to build brand equity AKA "last 5 seconds of marketing" or "permanent media" Also note: Given enough shelf space manufacturers creata a billboard effect raising prominence and impact.

4.1.5 A) Brand Elements: Packaging

Packaging is the activity of designing and producing containers or wrappers for a product. Objectives: -Identify the brand - Convey descriptive and persuasive information - Facilitate product transportation and protection - Assist in at-home storage - Aid product consumption Marketers must choose: aesthetic and functional components and meet consumer's needs e.g. squeezable, resealable or tamperproof AKA "the 5th P"

4.1.3 Brand Elements: Slogans

Short phrases that communicate descriptive or persuasive information about the brand. Often appear in advertising, on packaging and other marketing comms. They are useful "hooks" and can efficiently build brand equity. They serve as tag-lines to summarise and remind of persuasive messages conveyed in advertising. marketing campaigns. Designing Slogans: Incl. product related messages and build both awareness and image for brand equity. Example: Master Card's "Priceless" Cons: Overuse means it looses meaning. - enhance brand recall and recognition - explicitly convey any type of meaning - evoke verbal imagery - limited transferability - adaptable - excellent protectability

4.1.1 Brand Elements: Characters

Spokesperson Pro: Grab attention; No personal issues; Can be updated as need be; Can be transferred across categories; Can be more personable to audience; Can explain otherwise difficult or boring product attributes; Cons: Too static character losses interest; Issues with character e.g. the human voice example; Can outgrow the brand and overshadow this - useful for brand recognition - good at evoking brand personality - generates likable human qualities - limited transferability - adaptable through redesign - excellent protectability