Intro To Brand Mgt

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Information about Intro To Brand Mgt
Education

Published on February 6, 2009

Author: wizkidrx

Source: slideshare.net

Introduction to Brand Management

Agenda Brand Elements Criteria for choosing brand elements Brand Names Logo’s and Symbols URLs Characters Slogans and Jingles Packaging

Brand Elements

Criteria for choosing brand elements

Brand Names

Logo’s and Symbols

URLs

Characters

Slogans and Jingles

Packaging

Brand Elements?? Sometimes called Brand Identities Tradmarkable devices to identify and differentiate brands Brand names – URLs – Gangofgirls.com, Moneycontrol.com, Logos Symbols/ Characters – (Mascots and rings of olympics) Spokespeople Slogans Jingles Packages

Sometimes called Brand Identities

Tradmarkable devices to identify and differentiate brands

Brand names –

URLs – Gangofgirls.com, Moneycontrol.com,

Logos

Symbols/ Characters – (Mascots and rings of olympics)

Spokespeople

Slogans

Jingles

Packages

Criteria for choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Criteria for choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability Easily Recognized Easily Recalled

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Meaningful Memorability Meaningfulness Likability Transferability Adaptability Protectability Descriptive Persuasive

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Likability Memorability Meaningfulness Likability Transferability Adaptability Protectability Fun and Interesting Rich Visual and Verbal imagery Aesthetically pleasing

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Transferability Memorability Meaningfulness Likability Transferability Adaptability Protectability Within and across product categories Across geographical Boundaries and cultures

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Within and across product categories

Across geographical Boundaries and cultures

Adaptability Memorability Meaningfulness Likability Transferability Adaptability Protectability Flexible Updateable

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Flexible

Updateable

Criteria for choosing Brand Elements Memorability Meaningfulness Likability Transferability Adaptability Protectability Legally Competitively

Memorability

Meaningfulness

Likability

Transferability

Adaptability

Protectability

Legally

Competitively

Naming the Brand Descriptive Singapore Airlines Overnite Express Amul dairy whitener Function described literally in the brand name Suggestive Suggestive of a benefit Head and Shoulders Shampoo Closeup toothpaste Sugar free HMV

Descriptive

Singapore Airlines

Overnite Express

Amul dairy whitener

Function described literally in the brand name

Suggestive

Suggestive of a benefit

Head and Shoulders Shampoo

Closeup toothpaste

Sugar free

HMV

Naming the Brand Compound RedHat PriceWaterhouseCoopers Classical Vedanta Balaji telefilms Arbitary (real words without direct connection) Apple Orange Mango Fanciful (imaginative words) Vodafone Wochardt

Compound

RedHat

PriceWaterhouseCoopers

Classical

Vedanta

Balaji telefilms

Arbitary (real words without direct connection)

Apple

Orange

Mango

Fanciful (imaginative words)

Vodafone

Wochardt

Brand Linguistics Phonics alliteration (Coca-Cola) Orthographic spelling (Kool); abbreviation (7 Up, IBM) Morphologic compound (Janitor-in-a-drum) Semantic Metaphor (Arrid)

Phonics

alliteration (Coca-Cola)

Orthographic

spelling (Kool); abbreviation (7 Up, IBM)

Morphologic

compound (Janitor-in-a-drum)

Semantic

Metaphor (Arrid)

URLs Keep it as simple as possible Avoid Cliches Avoid the .com Brand v/s description – description helps only short term Unique personality Unexpected combination (motley fool) Reinvent a real word Make new words

Keep it as simple as possible

Avoid Cliches

Avoid the .com

Brand v/s description – description helps only short term

Unique personality

Unexpected combination (motley fool)

Reinvent a real word

Make new words

Logo Symbols Family shields – Scottish patterns Wordmarks – fonts (cocacola, dunhill, cadbury’s) Non-wordmarks - Symbols Abstract – shapes and images (mercedes, Rolex, olympic, nike)

Family shields – Scottish patterns

Wordmarks – fonts (cocacola, dunhill, cadbury’s)

Non-wordmarks - Symbols

Abstract – shapes and images (mercedes, Rolex, olympic, nike)

Characters Adds a humanistic element Rich in imagery Attention getting Clutter breakers Easily transferred

Adds a humanistic element

Rich in imagery

Attention getting

Clutter breakers

Easily transferred

Slogans Short phrases that carry descriptive or persuasive info abt brands Adds verbal reinforcement Design of slogans TO build awareness and image Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi) Updation of slogans Find out contribution of existing slogan Find out what more you wish to enhance Retain good qualities of earlier slogan and build up on that Jingles Musical Slogans “ Desert rose” – jaguar The axe song Helps repetitive reminding

Short phrases that carry descriptive or persuasive info abt brands

Adds verbal reinforcement

Design of slogans

TO build awareness and image

Product sense and beyond (zindagi ke saath bhi .. Ke baad bhi)

Updation of slogans

Find out contribution of existing slogan

Find out what more you wish to enhance

Retain good qualities of earlier slogan and build up on that

Jingles

Musical Slogans

“ Desert rose” – jaguar

The axe song

Helps repetitive reminding

Packaging Identify the brand (Pringles, 7up) Convey Descriptive and persuasive information (labeling) Facilitate product transportation and protection Assist at-home storage (bottles and refill) Aid Product consumption (screw-on cap in soft drink) “color vocabulary” (product and category) Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management

Identify the brand (Pringles, 7up)

Convey Descriptive and persuasive information (labeling)

Facilitate product transportation and protection

Assist at-home storage (bottles and refill)

Aid Product consumption (screw-on cap in soft drink)

“color vocabulary” (product and category)

Know your consumer

Take the big-picture approach

Aesthetics + Function

Know your distribution channels

Educate Management

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