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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

Brand Elements

Are sometimes called brand identities, are those


trade-markable devices that serve to identify and
differentiate the brand.
Brand names i.e. apple, URLs, logos, symbols,
characters, spokespeople, slogans, jingles, packages
and signage
Brand elements need to be used to enhance brand
awareness (Brand Salience)

Criteria for Choosing Brand


Elements

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

Ten Global Branding


Mishaps

Page 146 Figure 4-1

Landors Brand Name


Taxonomy

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

Brand Awareness

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 Associations

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

Naming Procedures

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

URLs

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

Logos and Symbols

Brands with strong word marks


Examples of abstract designs
Literal representation of the brand name

Characters

Improves visibility
Enforces human values and characteristics than
other elements
Provides licensing properties

Slogans

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 Quiz

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?

Jingles

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

Packaging

Identify the brand


Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist at home storage
Aid product consumption

Packaging to Improve
Brand Image

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 Innovations

Packaging innovation help to gain short term growth


in sales.
Why short term, because it can be copied

Package Design

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 Changes

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

Discussion Questions

Question 1


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)

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