Br 3

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Br 3

  1. 1. BRAND SYMBOL Is a strong component of the visual language of any brand.
  2. 2. BRAND SYMBOL LEADS TO Awareness of the Brand Brand Association Likeability & Positive Feelings Stronger Memories of the Brand
  3. 3. Brand Symbols can be created across 10 concepts in order to value to Brands a. b. c. d. e. f. g. h. i. j. Non – Living Characters Animal Nature Pack Things People Geometric Shape Scenes Monuments Logo
  4. 4. BRAND LOGO  The combination of shape and color is called Brand Logo.  It is the visual signature of the brand. (ex) Gold flake ------ Golden colour. Parachute ------- Blue colour.  The Brand name has to stand out. Hence, shapes & Colors are used on packs & across communication media. ELEMENTS OF THE BRAND LOGO A) Brand name B) Geometric shape C) Color
  5. 5. D) Slogan (ex) Britania ---- Eat healthy & think better. E) Font EVALUATION OF LOGO  Likeability.  Specific likes & dislikes & the reason there of.  Distinctiveness.  Comprehension of the message by Logo (ex) solidity, vibrant, dynamism etc.  Preference of each logo among key competitors.
  6. 6. BRAND CHARACTER  Marketers develop living or non living characters & add personality & meaning to it in the context of brand development. These characters are called Brand Characters.
  7. 7. Advice to Brand Character It should a. b. c. d. e. f. g. h. Be unique Have Distinct colors Have close association with the brand Not to have strong association with a particular product category Have a name for better identity Not to be Changed Have Standardized Features and Traits Evoke a feeling
  8. 8. BRAND EQUITY  Brand Equity is a set of brand Assets and Liabilities linked to a brand, its name and Symbol that add to or Subtract from the value provided by a product or service to a firm or to that firm’s customers.
  9. 9. Brand Equity as a “Bridge”   Reflection of past investments in the marketing of a brand Direction for future marketing actions or programs 2.12 2.12
  10. 10. BRAND PERCEIVED QUALITY ASSOCIATIONS BRAND EQUITY NAME/SYMBOL NAME AWARENESS BEAND LOYALTY Provides value to customer by enhancing ustomer’s  Interpretation/ Processing of Information  Confidence in the Purchase Decision  use Satisfaction OTHER PROPRIETARY BRAND ASSETS Provides value to firm by Enhancing  Efficiency & Effectiveness of Marketing Programs Brand Loyalty Prices / Margins Brand Extensions Trade Leverage Competitive Advantage
  11. 11. BRAND LOYALITY  It is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will switch to another brand, especially when the brand makes a change, either in price or in product features.
  12. 12. LEVELS OF BRAND LOYALITY COMITTED BUYER LIKES THE BRAND CONSIDERS IT AS A FRIEND SATISFIED BUYER WITH SWITCHING COSTS SATISFIED / HABITUAL BUYER NO REASON TO CHANGE SWITCHERS/PRICE SENSITIVE IN DIFFERENT – NO BRAND LOYALTY
  13. 13. THE VALUE OF BRAND LOYALTY REDUCED MARKETING COST BRAND LOYALTY TRADE LEVERAGE ATTRACTING NEW CUSTOMERS TIME TO RESPOND TO COMPITITIVE THREATS
  14. 14. THEN HOW TO CREATE AND MAINTAIN BRAND LOYALITY ? TREAT THE CUSTOMER RIGHT STAY CLOSE TO CUSTOMER B R A N D MEASURE/MANAGE CUSTOMER SATISFACTION CREAT SWITCHING COSTS PROVIDE EXTRAS L O Y A L T Y
  15. 15. ACHIEVING BRAND LOYALTY TARGET SEGMENT (FOR THE BRAND) IDENTIFICATION OF DRIVES CHOOSING APPROPRIATE CUES PRODUCT – PROMISE & DELIVERY OF BENEFIT REINFORCEMENT OF BENEFITS (CONSISTENCY) BRAND LOYALTY
  16. 16. BRAND AWARENESS  Brand awareness is the ability of potential buyer to recognize or recall that a brand is a member of a certain product category. A link between a product class and brand is involved (ex.) Wrangler jeans.
  17. 17. LEVELS OF BRAND AWARENESS/AWERNESS PYRAMID TOP OF MIND BRAND RECALL BRAND RECOGNITION UNWARE OF BRAND
  18. 18. HOW AWARRENESS WORKS TO HELP THE BRAND? Anchor, to which other Associations Can be attached. BRAND AWARENESS Familiarity - liking Signal of substance / commitment Brand to be considered.
  19. 19. HOW TO ACHIVE AWARENESS?  BE DIFFERENT, MEMORABLE  INVOLVE A SLOGAN OR JINGLE  SYMBOL EXPOSURE  PUBLICITY  EVENT SPONSERSHIP  CONSIDER BRAND EXTENSION  USING CUES  RECALL REQUIRES REPETITION
  20. 20. Establishing Brand Awareness   Increasing the familiarity of the brand through repeated exposure (for brand recognition) Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall) 2.23 2.23
  21. 21. Salience Dimensions  Depth of brand awareness • Ease of recognition and recall • Strength and clarity of category membership  Breadth of brand awareness • Purchase consideration • Consumption consideration 2.24 2.24
  22. 22. Points-of-Parity and Points-of-Difference   Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Points-of-parity associations (POPs), on the other hand, are not necessarily unique to the brand but may in fact be shared with other 3.25 3.25
  23. 23. Choosing POP’s & POD’s  Desirability criteria (consumer perspective) • Personally relevant • Distinctive and superior • Believable and credible  Deliverability criteria (firm perspective) • Feasible • Profitable • Pre-emptive, defensible, and difficult to 3.26 3.26
  24. 24. BRND ASSOCIATION QUESTIONS 1. When I say the name of our brand, what is the first thing that comes to mind? Why? 2. What are the strengths & weaknesses of our brand? 3. What brands did you consider before you bought our brand? 4. What are your perceptions of the brands you considered? 5. Why did you choose our brand? 6. Has our brand met your needs & expectations? 7. What benefits has our brand provided you? 8. Describe the experience with our brand before & after use. 9. When describing our brand to another potential/ friend how would you describe it? 10.Why would you recommend our brand to another person?
  25. 25. Customer-Based Brand Equity  Differential effect • Differences in consumer response  Brand knowledge • A result of consumers’ knowledge about the brand  Consumer response to marketing • Choice of a brand • Recall of copy points from an ad • Response to a sales promotion • Evaluations of a proposed brand extension 2.28 2.28
  26. 26. Brand Awareness Advantages  Learning advantages • Register the brand in the minds of consumers  Consideration advantages • Likelihood that the brand will be a member of the consideration set  Choice advantages • Affect choices among brands in the consideration set 2.29 2.29
  27. 27. Creating a Positive Brand Image  Brand Associations • Does not matter which source of brand association • Need to be favorable, strong, and unique • Marketers should recognize the influence of these other sources of information by both managing them as well as possible and by adequately accounting for them in designing communication strategies. 2.30 2.30
  28. 28. 3 J-2 J-1 2 J-1 J- P3 11 J- P-2 Judgment Resonance P-10 R-10 F-2 F-1 F3 11 F- I- 3 I-1 I-12 I-2 0 F-1 1 I-1 R-4 5 R- F-4 R-6 Feelings R-7 R-8 I-4 R9 0.58 0.24 Imagery 2 F-1 0.66 0.17 R3 J-6 J-7 J-8 5 J- J9 P-6 P-7 P-8 5 P- P9 0.49 R-2 J-4 R-1 0.65 2 R-1 P-4 11 R- P-1 2 P-1 Performance 0 J-1 11 P- Application: Identify the Key Drivers of Brand Equity F-6 F-7 F-8 5 F- F9 I- 6 I-7 I- 8 I-5 I-10 I- 9
  29. 29. Imagery Dimensions  User profiles • • •  Demographic and psychographic characteristics Actual or aspirational Group perceptions—popularity Purchase and usage situations • Type of channel, specific stores, ease of purchase • Time (day, week, month, year, etc.), location, and context of usage  Personality and values • Sincerity, excitement, competence, sophistication, and ruggedness  History, heritage, and experiences • Nostalgia 2.32 2.32
  30. 30. Judgment Dimensions  Brand quality  • Value • Satisfaction  • Relevance Brand credibility • • • Brand consideration  Expertise Trustworthiness Likeability Brand superiority • Differentiation 2.33 2.33
  31. 31. Performance Dimensions    Primary characteristics and supplementary features Product reliability, durability, and serviceability Service effectiveness, efficiency, and empathy  Style and design  Price 2.34 2.34
  32. 32. Feelings Dimensions       Warmth Fun Excitement Security Social Approval Self-respect 2.35 2.35
  33. 33. Resonance Dimensions  Behavioral loyalty • Frequency and amount of repeat purchases  Attitudinal attachment • Love brand (favorite possessions; “a little pleasure”) • Proud of brand  Sense of community • Kinship • Affiliation  Active engagement • • • Seek information Join club Visit website, chat rooms 2.36 2.36
  34. 34. Brand Mantras     An articulation of the “heart and soul” of the brand similar to “brand essence” or “core brand promise” Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values Considerations • Communicate • Simplify 3.37 3.37
  35. 35. Designing the Brand Mantra    The term brand functions describes the nature of the product or service or the type of experiences or benefits the brand provides. The descriptive modifier further clarifies its nature. The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way? 3.38 3.38
  36. 36. Designing the Brand Mantra Emotional Modifier Descriptive Modifier Brand Functions Nike Authentic Athletic Performance Disney Fun Family Entertainment Fun Folks Food 3.39 3.39

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