brand elements

Question 1

Identify the different types of brand elements

Accepted Answer

· Brand elements are those trademarkable devices that serve to identify and differentiate the brand. · Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages à enhance brand awareness, Facilitate the formation of strong, favorable and unique brand associations & Elicit positive brand judgements and feeling

Question 2

List the general criteria for choosing brand elements

Accepted Answer

· Memorability: The extent to which brand elements are memorable, attention-getting and therefore easily recognized and easily recalled and lead to a high level of brand awareness · Meaningfulness: The extent to which brand elements are descriptive and persuasive, i.e. convey general information about the function of the product or service as well as specific information about attributes and benefits of the brand · Likability: The extent to which brand elements are aesthetically appealing, fun and interesting, and rich in verbal and visual imagery o Advantages of a memorable, meaningful and likable set of brand elements: § Consumers often do not examine much information in making product decisions § Descriptive and persuasive elements reduce the burden on marketing communications to build awareness and link brand associations and equity (especially when there few other product-related associations) § The less concrete the possible product benefits, the more important the creative potential of the brand name and other brand elements to capture intangible characteristics of a brand § KFC: Originating in the 1950s, KFC’s “finger lickin’ good” slogan has resonated with families worldwide for over 50 years, along with its distinctive packaging KFC’s pioneer, “ The Colonel”, remains a key character and symbol in KFC’s advertising, packaging, and branding · Transferability: The extent to which brand elements can be transferred within and across product categories as well as across geographic boundaries and cultures · Adaptability: The extent to which brand elements are flexible, and can be adapted and updated over time · Protectability: The extent to which brand elements are protectable in a legal and a competitive sense

Question 3

Brand Names

Accepted Answer

Brand names often capture the central theme or key associations of a product in a compact and economical way. They can be an extremely effective shorthand means of communication: customers can notice the brand name and register its meaning or activate it in memory in just a few seconds. à They are closely tied to the product in the minds of consumers and are thus the most difficult element for marketers to change

Question 4

Naming Guidelines:

Accepted Answer

o Simplicity and ease of pronunciation and spelling § Reduction of the effort consumers must make to comprehend and process the brand name § Short names often facilitate recall because they are easy to encode and store in memory § They should also be easy to pronounce to encourage word-of-mouth exposure that helps build strong memory links o Familiarity and meaningfulness § The brand name should be familiar and meaningful so it can tap into existing knowledge structures § Names of people, objects, animals, etc. already exist in memory, consumers must do less learning to understand their meanings as brand names: links form more easily and memorability increases § To help create strong brand-category links and aid brand recall, the brand name may also suggest the product or service category; however, this can also be quite restrictive

Question 5

Naming guidelines

Accepted Answer

Differentiation, distinctiveness and uniqueness > to improve brand rec. brand names should be different, distinctive, and unusual >complex names are easier to rec. atypical words for the product category (apple) unusual combinations of real words (Toys R us) or made up words (Luxottica) --> Brand names that are simple and easy to pronounce or spell, familiar and meaningful, and different, distinctive and unusual can improve brand awareness

Question 6

o Naming Procedures:

Accepted Answer

§ Define branding objectives § Generate as many names and concepts as possible § Screen candidates against defined branding objetives § Study candidate names in an extensive international legal search § Research the final candidates with consumers § Select the final name § Ex Scoot: short, snappy and stands out

Question 7

URLs

Accepted Answer

URLs, short for uniform resource locators, and also known as domain names specify locations of pages on the Web: Brand recall is critical for URLs because it increases the likelihood that consumers easily remember the URL to get to the site

Question 8

Logos and Symbols

Accepted Answer

· Logos range from corporate names or trademarks written in a distinctive form to entirely abstract designs or symbols that may be completely unrelated to the word mark, corporate name or activity o Branding Advantages of Logos and Symbols: § Logos and symbols are often easily recognized and can be a valuable way to identify products and brands § Logos and symbols are highly versatile and transfer well across cultures and over a range of product categories § Abstract logos offer advantages when the full brand name is difficult to use for any reason § Logos can be easily adapted over time to achieve a more contemporary look

Question 9

• Characters

Accepted Answer

· represent a special type of brand symbol; they take on human or real-life characteristics. They are typically introduced through advertising and can play a central role in ad campaigns and package designs o Advantages § As characters are often colorful and rich in imagery, they tend to be attention getting and quite useful for creating brand awareness § The human element of brand characters can enhance likeability and help create perceptions of the brand as fun and interesting § Characters avoid many of the problems that plague human spokespeople § As brand characters typically do not have direct product meaning, they can be transferred across product categories § Popular characters often become valuable licensing properties, providing direct revenue and additional brand exposure o Disadvantages: § Characters often must be updated over time so that their image and personality remain relevant to the target market § Brand characters can be so attention getting and well liked that they dominate other brand elements and dampen brand awareness § Some characters are so culturally specific that they do not travel well to other countries

Question 10

Slogans

Accepted Answer

o often appear in advertising but can play an important role on packaging and in other aspects of the marketing program o Short phrases that communicate descriptive or persuasive information about the brand o powerful and efficient shorthand means to build brand equity and help consumers grasp the meaning of a brand

Question 11

Jungles

Accepted Answer

· Musical messages written around a brand o typically composed by professional songwriters o often have catchy hooks or choruses to become registered in listeners’ minds o due to their musical nature they are not as transferrable as other brand elements o the potential associations they might create most likely relate to feelings, personality and other intangibles o enhance brand awareness through the repetition of brand name and identity in clever ways

Question 12

• Packaging

Accepted Answer

· Packaging is the activities of designing and producing containers or wrappers for a product o Objectives: 1. Identify the brand; 2. Convey descriptive and persuasive information; Facilitate product transportation and protection 4, Assist in athome storage &5. Aid product consumption

Question 13

Adv. of packaging

Accepted Answer

§ Package can become an important means of brand recognition and convey or imply information to build or reinforce brand associations § Structural packaging innovations can create a point-of-difference that permits a higher margin § New packages can expand a market and capture new market segments

Question 14

o Packaging at the Point of Purchase

Accepted Answer

§ The right packaging can create strong appeal on the store shelf and help products stand out from the clutter § The average supermarket shopper can be exposed to 20,000 or more products in a shopping visit that may last less than 30 minutes and include many unplanned purchases § Many consumers may first encounter a new brand on the supermarket shelf or in the store § Because few product differences exist in some categories, packaging innovations can provide at least a temporary edge on competition § à Packaging is a cost-effective way to build brand equity

Question 15

o Packaging Innovations can

Accepted Answer

§ Lower costs § And or improve demand § And provide a short term sales boost § Example: beverage industry Arizona iced teas and fruit drinks in oversize, pastel-colored cans with a southwestern motif became a $300 million brand in a few years with no marketing support beyond point- ofpurchase and rudimentary outdoor ads

Question 16

o Packaging changes (why)

Accepted Answer

§ To signal a higher price, or to more effectively sell products through new or shifting distribution channels § To accompany a new product innovation to signal changes to consumers § When a significant product line expansion would benefit from a common look § When the old package just looks outdated

Marketing (Fach) / brand elements (Lektion)