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Brand Mnemonics

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Brand Mnemonics can be a very useful tool in creating effective brand reminders. How some successful companies have used mnemonics to differentiate their brands and aid recall is worth a study. Pharma which has many restrictions in terms of marketing can use this currently under utilized tool to enhance marketing approach

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Brand Mnemonics

  1. 1. MNEMONICS
  2. 2. This is the POWER of Mnemonics
  3. 3. MNEMONICS- AN INTRODUCTION • A mnemonic is any learning technique that aids memory. • The optic nerve that is connected to the old brain is 40 times faster than the auditory nerve which is connected from the ear to the brain1. • What you see is retained faster than what you hear. • It is here, that Mnemonics and Brand mascots play an important role. 1. Neuromarketing Understanding the buying button in your Customer’s brain- Patrick Renvoise & Christophe Morin
  4. 4. REAL SUCCESS IS IN THE POWER OF ‘RECALL’ • Brand mascots could become a strong element for point of difference and to create a better brand recall. • A classic example for this is the Amul Girl who has become synonymous with Amul Butter. Every onlooker can unmistakably identify the cute girl wearing a polka dotted frock, acting as the Vox Populi on contemporary issues. • A brand mascot does the job of personifying the brand very effectively. A product like flour would have stayed a commodity with hardly any distinctive positioning element to create an edge over the competition. • The Pillsbury Doughboy changed this myth. It was named as Poppin Fresh. This exemplified the whole idea of the freshness of dough to perfection and created an instant recall for the brand.
  5. 5. SOME USEFUL TIPS • Mnemonic should match with Brand Personality. • It should appear as one unit along with Brand Logo. • Check the appearance of the mnemonic in black and white. • A mnemonic should be delivered through every element of the marketing mix. • A mnemonic will get associated with a Brand name over a period of time. • They stay the exclusive property of the brand and hence can be used for timeless campaigns.
  6. 6. MNEMONIC- A PHARMA EXAMPLE • Company- • Brand- Nasonex • Molecule- Mometasone furoate monohydrate • Indication- Nasal Allergy • Mnemonic- A BEE •Nasonex is indicated for Nasal Allergies. •Mnemonic is cleverly designed keeping the indication and reason for such allergies in mind. •Mnemonic is a part of all Brand communications. •Easy to associate with Brand and indication Source: www.nasonex.com

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