Lecture4 Brand Management

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Lecture 4 brand management

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Lecture4 Brand Management

  1. 1. Brand Management Lecture 4 PT MBA Year 1 Trimester III
  2. 2. Agenda <ul><li>Brand Elements </li></ul><ul><ul><li>Criteria for choosing brand elements </li></ul></ul><ul><ul><li>Brand Names </li></ul></ul><ul><ul><li>Logo’s and Symbols </li></ul></ul><ul><ul><li>URLs </li></ul></ul><ul><ul><li>Characters </li></ul></ul><ul><ul><li>Slogans and Jingles </li></ul></ul><ul><ul><li>Packaging </li></ul></ul>
  3. 3. Brand Elements?? <ul><li>Sometimes called Brand Identities </li></ul><ul><li>Tradmarkable devices to identify and differentiate brands </li></ul><ul><li>Brand names – </li></ul><ul><li>URLs – Gangofgirls.com, Moneycontrol.com, </li></ul><ul><li>Logos </li></ul><ul><li>Symbols/ Characters – (Mascots and rings of olympics) </li></ul><ul><li>Spokespeople </li></ul><ul><li>Slogans </li></ul><ul><li>Jingles </li></ul><ul><li>Packages </li></ul>
  4. 4. Criteria for choosing Brand Elements <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul>
  5. 5. Criteria for choosing Brand Elements <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul>Easily Recognized Easily Recalled
  6. 6. Meaningful <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul>Descriptive Persuasive
  7. 7. Likability <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul>Fun and Interesting Rich Visual and Verbal imagery Aesthetically pleasing
  8. 8. Transferability <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul><ul><li>Within and across product categories </li></ul><ul><li>Across geographical Boundaries and cultures </li></ul>
  9. 9. Adaptability <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul><ul><li>Flexible </li></ul><ul><li>Updateable </li></ul>
  10. 10. Criteria for choosing Brand Elements <ul><li>Memorability </li></ul><ul><li>Meaningfulness </li></ul><ul><li>Likability </li></ul><ul><li>Transferability </li></ul><ul><li>Adaptability </li></ul><ul><li>Protectability </li></ul><ul><li>Legally </li></ul><ul><li>Competitively </li></ul>
  11. 11. Naming the Brand <ul><li>Descriptive </li></ul><ul><ul><li>Singapore Airlines </li></ul></ul><ul><ul><li>Overnite Express </li></ul></ul><ul><ul><li>Amul dairy whitener </li></ul></ul><ul><ul><li>Function described literally in the brand name </li></ul></ul><ul><li>Suggestive </li></ul><ul><ul><li>Suggestive of a benefit </li></ul></ul><ul><ul><li>Head and Shoulders Shampoo </li></ul></ul><ul><ul><li>Closeup toothpaste </li></ul></ul><ul><ul><li>Sugar free </li></ul></ul><ul><ul><li>HMV </li></ul></ul>
  12. 12. Naming the Brand <ul><li>Compound </li></ul><ul><ul><li>RedHat </li></ul></ul><ul><ul><li>PriceWaterhouseCoopers </li></ul></ul><ul><li>Classical </li></ul><ul><ul><li>Vedanta </li></ul></ul><ul><ul><li>Balaji telefilms </li></ul></ul><ul><li>Arbitary (real words without direct connection) </li></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Orange </li></ul></ul><ul><ul><li>Mango </li></ul></ul><ul><li>Fanciful (imaginative words) </li></ul><ul><ul><li>Vodafone </li></ul></ul><ul><ul><li>Wochardt </li></ul></ul>
  13. 13. Brand Linguistics <ul><li>Phonics </li></ul><ul><ul><li>alliteration (Coca-Cola) </li></ul></ul><ul><li>Orthographic </li></ul><ul><ul><li>spelling (Kool); abbreviation (7 Up, IBM) </li></ul></ul><ul><li>Morphologic </li></ul><ul><ul><li>compound (Janitor-in-a-drum) </li></ul></ul><ul><li>Semantic </li></ul><ul><ul><li>Metaphor (Arrid) </li></ul></ul>
  14. 14. URLs <ul><li>Keep it as simple as possible </li></ul><ul><li>Avoid Cliches </li></ul><ul><li>Avoid the .com </li></ul><ul><li>Brand v/s description – description helps only short term </li></ul><ul><li>Unique personality </li></ul><ul><li>Unexpected combination (motley fool) </li></ul><ul><li>Reinvent a real word </li></ul><ul><li>Make new words </li></ul>
  15. 15. Logo Symbols <ul><li>Family shields – Scottish patterns </li></ul><ul><li>Wordmarks – fonts (cocacola, dunhill, cadbury’s) </li></ul><ul><li>Non-wordmarks - Symbols </li></ul><ul><li>Abstract – shapes and images (mercedes, Rolex, olympic, nike) </li></ul>
  16. 16. Characters <ul><li>Adds a humanistic element </li></ul><ul><li>Rich in imagery </li></ul><ul><li>Attention getting </li></ul><ul><li>Clutter breakers </li></ul><ul><li>Easily transferred </li></ul>
  17. 17. Slogans <ul><li>Short phrases that carry descriptive or persuasive info abt brands </li></ul><ul><li>Adds verbal reinforcement </li></ul><ul><li>Design of slogans </li></ul><ul><ul><li>TO build awareness and image </li></ul></ul><ul><ul><li>Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi) </li></ul></ul><ul><li>Updation of slogans </li></ul><ul><ul><li>Find out contribution of existing slogan </li></ul></ul><ul><ul><li>Find out what more you wish to enhance </li></ul></ul><ul><ul><li>Retain good qualities of earlier slogan and build up on that </li></ul></ul><ul><li>Jingles </li></ul><ul><ul><li>Musical Slogans </li></ul></ul><ul><ul><li>“ Desert rose” – jaguar </li></ul></ul><ul><ul><li>The axe song </li></ul></ul><ul><ul><li>Helps repetitive reminding </li></ul></ul>
  18. 18. Packaging <ul><li>Identify the brand (pringles, 7up) </li></ul><ul><li>Convey Descriptive and persuasive information (labelling) </li></ul><ul><li>Facilitate product transportation and protection </li></ul><ul><li>Assist at-home storage (bottles and refill) </li></ul><ul><li>Aid Product consumption (screw-on cap in softdrink) </li></ul><ul><li>“ colour vocabulary” (product and category) </li></ul><ul><li>Know your consumer </li></ul><ul><li>Take the big-picture approach </li></ul><ul><li>Aesthetics + Function </li></ul><ul><li>Know your distribution channels </li></ul><ul><li>Educate Management </li></ul>

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