Part 3:

Planning and Implementing Brand Marketing Programs

 Choosing brand elements to build brand equity

 Criteria for choosing brand elements
 Options and tactics for brand elements
 Designing marketing programs to build brand equity
 New perspectives on marketing
 Product strategy
 Pricing strategy
 Channel strategy
 Integrating marketing communications to build brand equity
 Four major marketing communication options
 Brand amplifiers
 Developing Integrated Marketing Communication programs
3.1
 Book chapter: 4

 Choosing brand elements to build brand equity

 Criteria for choosing brand elements
 Options and tactics for brand elements

3.2
 Criteria for Choosing Brand Elements

In general, there are six criteria for brand elements:

1. Memorable
2. Meaningful
3. Likable
4. Transferable
5. Adaptable
6. Protectable

3.3
 Criteria for Choosing Brand Elements

In general, there are six criteria for brand elements:

1. Memorable
Marketer’s offensive strategy
2. Meaningful
and build brand equity
3. Likable
4. Transferable
5. Adaptable Defensive role for leveraging
and maintaining brand equity
6. Protectable

3.4
 Criteria for Choosing Brand Elements

3.5
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable

 Easily Recognized
 Easily Recalled

 Brand elements should

inherently be memorable and
attention-getting, and therefore
facilitate recall or recognition.

3.6
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable

 Descriptive
 Persuasive

 Brand elements may take on all kinds of

meaning, with either descriptive or
persuasive content.
 Two particularly important criteria
 General information about the nature of the
product category
 Specific information about particular attributes
and benefits of the brand
 The first dimension is an important
determinant of brand awareness and salience;
the second, of brand image and positioning.
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable

 Fun and Interesting

 Rich Visual and Verbal imagery
 Aesthetically pleasing

 Do customers find the brand element

aesthetically appealing?

 Descriptive and persuasive elements reduce the

burden on marketing communications to build
awareness.
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable

 Within and across product categories

 Across geographical boundaries and cultures

 How useful is the brand element for

line or category extensions?
 To what extent does the brand element
add to brand equity across geographic
boundaries and market segments?
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable
 Flexible
 Updatable
 The more adaptable and flexible the
brand element, the easier it is to update it
to changes in consumer values and
opinions.
For example, logos and characters can be
given a new look or a new design to make
them appear more modern and relevant.

3.10
  Criteria for Choosing Brand Elements
1. Memorable 2. Meaningful 3. Likable 4. Transferable 5. Adaptable 6. Protectable
 Legally
 Competitively
 Marketers should:
1. Choose brand elements that can be
legally protected internationally.
2. Formally register chosen brand
elements with the appropriate legal
bodies.
3. Vigorously defend trademarks from
unauthorized competitive infringement.

3.11
  Brand elements
Brand elements or brand identities, are those trademarkable
devices that serve to identify and differentiate the brand.
A variety of brand elements can be chosen that inherently enhance brand awareness
or facilitate the formation of strong, favorable, and unique brand associations.

The main ones are

 brand names,
 URLs,
 logos,
 symbols,
 characters,
 spokespeople,
 slogans,
 jingles,
 packages, and
 signage.
3.12
Brand elements: Brand Names

 Like any brand element, brand names must

be chosen with the six general criteria of
 memorability,
 meaningfulness,
 likability,
 transferability,
 adaptability, and
 protectability in mind.
3.13
 Skype
 Skype was founded in 2003 by Niklas
Zennström, from Sweden, and Janus
Friis, from Denmark.

 The Skype software was created by

Estonians Ahti Heinla, Priit Kasesalu,
and Jaan Tallinn. The first public beta
version was released on 29 August 2003.
5.14
 Skype
 The name for the software is derived from
"Sky peer-to-peer", which was then
abbreviated to "Skyper". However, some of
the domain names associated with "Skyper"
were already taken. Dropping the final "r"
left the current title "Skype", for which
domain names were available.

5.15
 Brand Names: Brand Naming Guidelines
1. 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.
 Simplicity and ease of pronunciation and spelling
 Short name facilitates recall ( MUM, Ruchi )

 Long names can be shortened to ease recallability

(Chevrolet - Chevy, Standard Chartered - Stanchart, Coca Cola - Coke)

 When a name is difficult to pronounce, initial marketing

effort should be devoted to educate customers to the proper
way to pronounce the name.(Whirlpool, Hyundai)
3.16
 Brand Names: Brand Naming Guidelines
1. Brand awareness
 Familiarity and meaningfulness
 Concrete or abstract in meaning improve recallability.
Objects = Velcro, Milk Vita
Birds = Kingfisher Airlines, Dove
Animals = Swan Foam
Inanimate objects = Great Wall Tiles
 Product or service category
 Differentiated, distinctive, and uniqueness
 Different name for Unilever’s soap brand = Lux, Lifebuoy, Dove
 Distinctive names are inherently unique= Apple

3.17
Brand Names: Brand Naming Guidelines
2. Brand associations
The explicit and implicit meanings consumers extract
from it are important.

 Attribute or benefit association

The brand name can be chosen to reinforce an important
attribute or benefit association that makes up its product
positioning.

FIGURE 4-4
Sample Suggestive
Brand Names

3.18
Brand Names: Brand Naming Guidelines
2. Brand associations
 Descriptive brand name:
A descriptive brand name should make it easier to link the
reinforced attribute or benefit.

 Meaningful names are not restricted to real words:

Motivate consumers are likely to extract meaning of computer generated
brand name :
• “Dehax” for laundry detergent
• “Whumies” for breakfast cereal

 Brand name on combinations of morphemes:

 A morpheme is the smallest linguistic unit having meaning.
 There are 7,000 morphemes in the English language.
• Duracell – durable batteries 3.19
Brand Names: Brand Naming Guidelines
2. Brand associations
 Brand names raise a number of interesting linguistic
issues.
 The letter X became popular (e.g., ESPN’s X Games and Nissan’s
Xterra SUV) because X represents “extreme,” “on the edge,” and
“youth.

 The sounds of letters can take on meaning as well.

 words begin with phonemic elements called plosives, like the letters
b, c, d, g, k, p, and t.
 s and soft c are sibilants

 Brands are not restricted to letters alone.

• Formula 409 , BMW 7
3.20
 Brand Naming Procedures
1. Define the branding objectives in terms of the six general
criteria
2. Generate as many names and concepts as possible
3. Screen the names on the basis of branding objectives. Eliminate
names-
- that have unintentional double meaning
- are unpronounceable, already in uses, or too close to an
existing name etc
4. Collect extensive information on each of the final 5 to 10 names
5. Consumer research is conducted to test the memorability and
meaningfulness of the name
6. Choose a name and register it.
3.21
 Brand elements: URLs
URLs (uniform resource locators) specify locations
of pages on the Web and are also commonly
referred to as domain names.
 Keep it as simple as possible
 Avoid Clichés
 Reinvent a real word
 Make new words
Brand elements: Logos and symbols
Logos have a long history as a means to indicate
origin, ownership, or association.
Types of logos-
 Corporate names or trademarks written in a
distinctive form, e.g. Coca-Cola, Kit-Kat
 Abstract logos that are unrelated to the word mark,
corporate name, e.g. Mercedes. These are called
symbols.
Brand elements: Logos and symbols
Logos have a long history as a means to indicate
origin, ownership, or association.
Types of logos-
 Literal representation: Corporate names or
trademarks written in a distinctive form, e.g. Coca-
Cola, Kit-Kat
 Abstract logos that are unrelated to the word mark,
corporate name, e.g. Mercedes. These are called
symbols.
Recognized Trademarks and Symbols help in Promotion

3.25
Brand elements: Logos and symbols

Benefits:
 Logos and symbols are easily recognized
 They are versatile. Nonverbal logos can be updated
with time and generally transfer well across culture.
 When the name is long and cumbersome, logos could
more easily appear as an identification device.

3.26
 Brand elements: Characters
Characters (Fido Dido of 7-up, Louie of Mortein)

Characters represent a special type of

brand symbol-one that takes on human or
real life characteristics.
Benefits
 Because they are often colorful and rich in
imagery, they tend to be attention getting.
 Brand characters can be so attention getting
and well liked that they dominate over other
brand elements.
Brand elements: Characters

Louie the Fly first landed on the

scene in 1957.

3.28
 Brand elements: Characters
Fido Dido of 7-up

Fido Dido was licensed

to PepsiCo in 1987
Brand elements: Characters

3.30
 Brand elements: Characters
Colonel Harland David Sanders (September 9,
1890 – December 16, 1980) was an American
businessman, best known for founding fast food
chicken restaurant chain Kentucky Fried
Chicken (now known as KFC) and later acting as
the company's brand ambassador and symbol. His
name and image are still symbols of the company.
Brand elements: Characters

ZooZoo

Vodafone

3.32
Brand elements: Characters

Mr. Clean
 Brand elements: Slogans
Slogans are short phrases that communicate
descriptive or persuasive information about the
brand.

It can functions as useful handle to help consumer

grasp the meaning of a brand in terms of
 What the brand is?
 What makes it special?

3.34
 Brand elements: Slogans
Benefits
 They help to build brand awareness (e.g. Lux)

 Make strong links between the brand and product

category(“If You’re Not Wearing Dockers, You’re Just
Wearing Pants”)

 They can help to reinforce the brand positioning and

desired POD (Pepsi- the choice of a new generation)

3.35
Brand elements: Famous Slogans
Bell Telephone
1._______________________ Reach Out and Touch Someone
Burger King
2._______________________ Have It Your Way
Nike
3._______________________ Just Do It
Federal Express
4._______________________ When It Absolutely, Positively Has to Be There Overnight
Volkswagen
5._______________________ Drivers Wanted
American Express
6._______________________ Don’t Leave Home Without It
Chevrolet
7._______________________ Like a Rock
L ’Oreal
8._______________________ Because I’m Worth It
BMW
9._______________________ The Ultimate Driving Machine
Hallmark
10._______________________ When You Care Enough to Send the Very Best
Forbes magazine
11._______________________ Capitalist Tool
Bayer aspirin
12._______________________ The Wonder Drug That Works Wonders
Johnson’ s Baby Shampoo No More Tears
13._______________________
M&M’ s
14._______________________ Melts in Your Mouth, Not in Your Hands
Avis
15._______________________ We Try Harder
Club Med
16._______________________ The Antidote for Civilization
Microsoft
17._______________________ Where Do You Want to Go Today?
Yellow Pages
18._______________________ Let Your Fingers Do the Walking
Wheaties
19._______________________ Breakfast of Champions
United Airlines.
20._______________________ Fly the Friendly Skies
3.36
 Brand elements: Jingles
Jingles are musical messages written around the brand.
During the first half of the twentieth century, when
broadcast advertising was confined primarily to radio, jingles
were important branding devices.

 Jingles can communicate brand benefits, but they often

convey product meaning in a nondirect and fairly abstract
fashion.

3.37
 Brand elements: Packaging
Packaging involves the activities of designing and
producing containers or wrappers for a product.

Objectives of packaging:
 Identify the brand
 Convey information
 Facilitate product transportation and protection
 Assist at home storage
 Aid product consumption

3.38
 Brand elements: Packaging
Benefits:
 Assist in product recognition
 Packaging can create strong POD that permits a
higher margin (e.g. perfume).
 Packaging changes can have immediate impact on
sales

3.39