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Choosing brand elements to build brand equity by Leroy J.Ebert


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Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob

Presentation developed from SLIM Diploma In Brand Management Students

Presentation developed by Leroy J. Ebert

Published in: Marketing, Business, Technology
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Choosing brand elements to build brand equity by Leroy J.Ebert

  1. 1. Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM Manager Marketing and Business Development – Logiwiz Ltd. Presentation Developed as Course Material for the SLIM Diploma in Brand Management
  2. 2.   Are sometimes called brand identities, are those trade-markable devices that serve to identify and differentiate the brand.  Brand names i.e. apple, URL’s, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage  Brand elements need to be used to enhance brand awareness (Brand Salience) Brand Elements
  3. 3.   Memorability: Easily Recognized, Easily Recalled  Meaningfulness: Descriptive, Persuasive  Likability: Fun & Interesting, Rich Visual And Verbal Imagery, Aesthetically Pleasing  Transferability: Within And Across Product Categories, Across Geographic Boundaries And Cultures  Adaptability: Flexible, Updatable  Protectability: Legally, Competitively Criteria for Choosing Brand Elements
  4. 4.   Page 146 Figure 4-1 Ten Global Branding Mishaps
  5. 5.   Descriptive: Describes function literally; generally unregisterable i.e. Singapore airlines  Suggestive: Suggestive of a benefit or function i.e. head and shoulders, clear  Compounds: combinations of 2 or more, often unexpected words. i.e. RedHat  Classical: Based on Latin, Greek or Sanskrit i.e. Nike  Arbitrary: real words with no obvious tie in to company i.e. apple, orange, mango  Fanciful: Coined words with no obvious meaning i.e. Vodafone Landor’s Brand Name Taxonomy
  6. 6.   Brand Names that are simple and easy to pronounce or spell, familiar and meaningful, and different, distinctive and unusual can obviously improve brand awareness 1. Simplicity and ease of pronunciation and spelling 2. Familiarity and meaningfulness 3. Differentiated, distinctive and unique Brand Awareness
  7. 7.   The brand name is a compact form of communication  The explicit and implicit meanings consumers extract from it are important  The brand name can reinforce an important attribute or benefit association that makes up its product positioning i.e. head and shoulders, clear, energizer, close up.  i.e. consumers will find it easier to believe that a laundry detergent “adds fresh scent” to clothes if it has a name like “Blossom”  However brand names that enforce a positioning may find it difficult to reinforce another association like “tough on stains”  Letters and numeric and alphanumeric also have associations and can be a part of a naming strategy Brand Associations
  8. 8.   Define objective  Generate names  Screen initial candidates i.e. cannot pronounce, double meaning, already in use, against the positioning  Study the candidates names i.e. international legal search  Research the final candidates i.e. consumer research  Select the final names Naming Procedures
  9. 9.   Uniform resource locators or Domain names  Every 3 letter combination and virtually all words in the typical English dictionary have been registered  Companies change their brand name due to unavailability of simple brand names i.e. Andersen Consulting to Accenture  Another issue faced by brands are unauthorized use of brand name in other domains or domains that are similar in nature that could mislead the consumer  Brand recall is important when it comes to URL, if you cannot remember you cannot go onto the site URL’s
  10. 10.   Brands with strong word marks  Examples of abstract designs  Literal representation of the brand name Logo’s and Symbols
  11. 11.   Improves visibility  Enforces human values and characteristics than other elements  Provides licensing properties Characters
  12. 12.   Slogans are short phrases that communicate descriptive or persuasive information about the brand  Often appear in advertising but play a role in packaging  Extremely efficient short hand to build brand equity  Helps consumers grasp the meaning of brands Slogans
  13. 13.   Finger licking good?  Impossible is nothing?  Just do it?  Ultimate driving machine?  The Future today?  Its about you?  The worlds local bank?  Have a break?  Can you think of a bad slogan? Why do you say so? Slogans Quiz
  14. 14.   Jingles are musical messages written around the brand  Often developed by professional song writers, can be catchy enough to permanently register in the minds of the consumer  Helps to improve brand awareness  Consumers mentally rehearse or repeat catchy jingles after the ad is over Jingle 1 - Coke Jingle 2- Idea Jingle 3 – Anchor Butter Jingles
  15. 15.   Identify the brand  Convey descriptive and persuasive information  Facilitate product transportation and protection  Assist at home storage  Aid product consumption Packaging
  16. 16.   Last 5 seconds of marketing  Silent salesman  Permanent media  Can packaging establish the brand promise within 3 seconds and 15 feet away? Then you have a winner Packaging to Improve Brand Image
  17. 17.   Packaging innovation help to gain short term growth in sales.  Why short term, because it can be copied Packaging Innovations
  18. 18.   Need to stand out  Need to have “shelf impact”  There is a science that goes into packaging  Colours, text, design etc.  Some products are linked with colour  So are brands Package Design
  19. 19.   Do you think packaging changes are expensive?  Reasons firms change their packaging?  To signal a higher price  To sell effectively sell through new or shifting distribution channels  Product line expansion  To introduce new product innovations  The old package looks outdated  Do not change the packaging to confuse the customer. The customer will not recognize the brand  Packaging is considered to be the 5th P of the marketing mix Package Changes
  20. 20.   Question 1 Discussion Questions
  21. 21.  Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert (27th Feb 2014)