Brand Management

A.A. 2022/2023

Virginia Vannucci
School of Economics and Management
Let’s play!
From the previous lesson…

• The power of the brand and its ultimate value to the firm resides with customers
• CBBE is the differential effect of brand knowledge on consumer response to the marketing
of a brand
• Positive CBBE results when consumers are familiar with the brand and have strong,
favorable, and unique associations for it
• A brand has negative CBBE if consumers react less favorably to marketing activity for the
brand compared with an unnamed or fictitiously named version of the product
• Brand awareness is the consumers’ ability to identify the brand under different conditions
and brand image is consumers’ perceptions about a brand
From the previous lesson…

• Brand recognition is consumers’ ability to confirm prior exposure to the brand when given
the brand as a cue and brand recall is consumers’ ability to retrieve the brand from
memory when given the product category, the needs fulfilled by the category, or a
purchase or usage situation as a cue
• Brand attributes are those descriptive features that characterize a product or a service,
and brand benefits are the personal value and meaning that consumers attach to the
product or service attributes
• Brand positioning is the act of designing the company’s offer and image, so that it
occupies a distinct and valued place in the target customers’ minds
• The key to branding success is to establish both POPs and PODs
From the previous lesson…

• PODs are attributes or benefits that consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a competitive
brand
• POPs are not necessarily unique to the brand but may in fact be shared with other brands
• A brand mantra is a short, three-to-five-word phrase that captures the essence or spirit of
the brand positioning
Third lesson – learning objectives

1. Identify the different types of brand

elements
2. List the general criteria for choosing brand
elements
3. Describe key tactics in choosing different
brand elements
4. Explain the rationale for “mixing and
matching” brand elements
5. Highlight some of the legal issues
surrounding brand elements
Preview

Brand elements, also called brand identities, are those

trademarkable devices that serve to identify and differentiate
the brand

Brand elements are: brand names, URLs, logos, symbols,

characters, spokespeople, slogans, jingles, packages, and
signage

The customer-based brand equity model suggests that

marketers should choose brand elements to enhance brand
awareness; facilitate the formation of strong, favorable, and
unique brand associations; or elicit positive brand judgments
and feelings
Criteria for Choosing Brand Elements

Easily recognized
MEMORABILITY Easily recalled

Descriptive
MEANINGFULNESS Persuasive

Fun and interesting

LIKABILITY Rich visual and verbal imagery
Aesthetically pleasing

Within and across product categories

TRANSFERABILITY Across geographic boundaries and cultures

Flexible
ADAPTABILITY Updatable

Legally
PROTECTABILITY Competitively
Criteria for Choosing Brand Elements

MEMORABILITY

MEANINGFULNESS

LIKABILITY

TRANSFERABILITY

ADAPTABILITY

PROTECTABILITY
Criteria for Choosing Brand Elements

A necessary condition for building brand equity is

achieving a high level of brand awareness. Brand
MEMORABILITY elements should be memorable and attention-
getting to facilitate recall or recognition in
purchase or consumption settings.

General information about the function of the

product or service.
MEANINGFULNESS Specific information about particular attributes and
benefits of the brand

Do customers find the brand element aesthetically

appealing?
Is it likable visually, verbally, and in other ways?
LIKABILITY Brand elements can be rich in imagery and
inherently fun and interesting, even if not always
directly related to the product.
Criteria for Choosing Brand Elements
Transferability measures the extent to which the brand
element adds to the brand equity for new products or
in new markets for the brand. The
less specific the name, the more easily it can be
TRANSFERABILITY transferred across categories.
To what extent does the brand element add to brand
equity across geographic boundaries and market
segments?

Because of changes in consumer values and opinions,

or because of a need to remain contemporary, most
ADAPTABILITY brand elements must be updated. The more
adaptable and flexible the brand element, the easier
it is to update it.

Measures the extent to which the brand element is

protectable—both in a legal and a competitive sense.
Marketers should:
(1) choose brand elements that can be legally
PROTECTABILITY protected internationally
(2) formally register them with the appropriate legal
bodies
(3) vigorously defend trademarks from unauthorized
competitive infringement.
Options and Tactics for Brand Elements

What would an ideal brand element be like?

• Easily remembered

• Highly suggestive of the product class and benefits

• Inherently fun or interesting

• Rich with creative potential

• Transferable to a wide variety of product and geographic settings

• Enduring in meaning and relevant over time

• Strongly protectable both legally and competitively

Brand Names

• The brand name is fundamentally

important:
Ø Often captures the central theme
or key associations of a product in
a compact, economical fashion

• Most difficult element for marketers to

change:
Ø Closely tied to the product in the
minds of consumers
Ø One study suggested that
replacing a brand name could
result in an immediate drop in
sales of 5 to 20 percent and the
new brand image may not be as
strong as the previous one
Brand Names

• Selecting a brand name for a new product is an art and a science

• Must be chosen with the six general criteria in mind:

Ø Memorability
Ø Meaningfulness
Ø Likability
Ø Transferability
Ø Adaptability
Ø Protectability
Brand Name Taxonomy

• Descriptive
Ø The Sleep Company

• Evocative
Ø Quicken Loans

• Personality
Ø Snapple

• Synthetic
Ø Verizon

• Founder
Ø Dyson
Brand Names

• Brand awareness:
Ø Simple and easy to pronounce or spell: simplicity
reduces the effort consumers have to make to
comprehend and process the brand name. Short
names facilitate recall because they are easy to
encode and store in memory. To encourage word-
of-mouth, marketers should also make brand
names easy to pronounce.
Ø Familiar: the brand name should be familiar and
meaningful so it can tap into existing knowledge
structures. To help create strong brand-category
links and aid brand recall, the brand name may
also suggest the product or service category.
Ø Meaningful
Ø Different, distinctive, and unusual: to improve brand
recognition, brand names should be different,
distinctive, and unusual.
Brand Names

• Brand associations:
Ø Implicit and explicit meanings of a name are important
Ø Brand names can reinforce an important attribute or benefit associated
that makes up its product positioning
Ø A descriptive brand name should make it easier to link the reinforced
attribute or benefit

Sky Peer-to-Peer Skyper Skyper.com

Sample Suggestive Brand Names

• ColorStay lipsticks

• Head & Shoulders shampoo

• Close-Up toothpaste

• SnackWell reduced fat snacks

• DieHard auto batteries

• Lean Cuisine low-calorie frozen entrees

• Shake’n Bake chicken seasoning

• Sub-Zero refrigerators and freezers

• Facebook social network

• Dropbox cloud storage

Naming Procedures

DEFINE OBJECTIVES

GENERATE NAMES

SCREEN INITIAL CANDIDATES

STUDY CANDIDATE NAMES

RESEARCH THE FINAL CANDIDATES

SELECT THE FINAL NAME

Naming Procedures

DEFINE OBJECTIVES

Define the branding objectives in terms of the six general criteria we

noted earlier (i.e. memorability, meaningfulness, likability,
transferability, adaptability, and protectability), and in particular,
define the ideal meaning the brand should convey
Naming Procedures

GENERATE NAMES

Next generate as many names and concepts as possible.

Any potential sources of names are valid: company management
and employees; existing or potential customers (including retailers or
suppliers if relevant); ad agencies, professional name consultants,
and specialized computer-based naming companies.
Tens, hundreds, or even thousands of names may result from this step
Naming Procedures

SCREEN INITIAL CANDIDATES

It may be good to eliminate:

• Names that have unintentional double meaning

• Names that are unpronounceable, already in use, or too close to
an existing name
• Names that have obvious legal complications
• Names that represent an obvious contradiction of the positioning
Naming Procedures

STUDY CANDIDATE NAMES

Collect more extensive information about each of the final 5–10

names.
Before spending large amounts of money on consumer research, it is
usually advisable to do an extensive international legal search
Naming Procedures

RESEARCH THE FINAL CANDIDATES

Next, conduct consumer research to confirm management

expectations about the memorability and meaningfulness of the
remaining names.
Consumer testing can take all forms. Many firms attempt to simulate
the actual marketing program and consumers’ likely purchase
experiences as much as possible
Naming Procedures

SELECT THE FINAL NAME

URLs

• URLs (uniform resource locators) specify locations of pages on the Web:

Ø Commonly referred to as domain names
Ø Owner of a URL must register and pay for the name
Ø Protects a brand from unauthorized use in other domain names

• Cybersquatting - or domain squatting, as defined by government law, is

registering, trafficking in, or using a domain name with bad-faith intent to profit
from the goodwill of a trademark belonging to someone else.
• The cybersquatter then offers to sell the domain to the person or company
who owns a trademark contained within the name at an inflated price.

• Spoofing à a practice in which scam artists set up fraudulent Web sites which
use variants of a brand’s name to set up a series of URLs in order to attract
unsuspecting actors and encourage them to spend money (e.g., Hermes-
bag.us, Givvenchy. com, or Chamel.us).
URLs

• A company needs to protect their brands from unauthorized use in other

domain names

• Company can:
Ø Sue current owner of the URL for copyright infringement
Ø Buy the name from the current owner
Ø Register all conceivable variations of its brand as domain names ahead
of time
Logos and Symbols

• Logos:
Ø Visual elements play a critical role in
building brand equity and brand
awareness:
§ Indicate origin, ownership, or
association (families and
countries have used logos for
centuries to visually represent
their names!)
§ Range from corporate names or
trademarks written in a distinctive
form, to abstract designs that
may be completely unrelated to
the corporate name or activities
• Symbols:
Ø Nonword mark logos
Did you know that…
Logos and Symbols

• Like names, abstract logos can be distinctive and recognizable

• Benefits:
Ø Easily recognizable
Ø Valuable as a way to identify products
Ø Versatile
Ø Abstract logos offer advantages when the full brand name is difficult to use
Ø Unlike brand names, logos can be easily adapted over time for a more
contemporary look

• One danger is that consumers may not understand what the logo is intended
to represent
Characters

• Special type of brand symbol:

Ø One that takes on human or real-life characteristics
• Introduced through advertising:
Ø Can play a central role in ad campaigns and package designs
Characters

• Benefits:
Ø Help brands break through marketplace clutter as well as help
communicate a key product benefit.
Ø The human element of brand characters can enhance likeability and
help create perceptions of the brand as fun and interesting.
Ø A consumer may more easily form a relationship with a brand when the
brand literally has a human or other character presence.
Ø Brand characters do not typically have direct product meaning,
therefore they can be transferred relatively easily across product
categories.

• Cautions:
Ø Can be so attention getting and well liked that they dominate other
brand elements and actually dampen brand awareness.
Ø Must be updated over time so that their image and personality remain
relevant to the target market.
Slogans

• Short phrases that communicate descriptive or persuasive information about

the brand

• Function as useful “hooks” or “handles” to help consumers grasp the meaning

of a brand

• Indispensable means of summarizing and translating the intent of a marketing

program

• Benefits:
Ø Help build brand awareness by making strong links between the brand
and the corresponding product category.
Ø May serve as tag lines to summarize the descriptive or persuasive
information conveyed in the ads.
Famous Slogans Quiz

1. fill in the blankJust Do It

2. fill in the blank When It Absolutely, Positively Has to Be There Overnight
3. fill in the blank Drivers Wanted
4. fill in the blank Don’t Leave Home Without It
5. fill in the blank Like a Rock
6. fill in the blank Because I’m Worth It
7. fill in the blank The Ultimate Driving Machine
8. fill in fill in the bla Melts in Your Mouth, Not in Your Hands
9. fill in the blank Have It Your Way
10. fill in the blank Where Do You Want to Go Today?
Jingles

• Musical messages written around the brand

• Catchy hooks and choruses:

Ø Become permanently registered in the minds of listeners

• Enhance brand awareness by repeating the brand name in clever and

amusing ways
Packaging

• Activity of designing and producing containers or wrappers

• From the perspective of both the firm and consumers, packaging must:
Ø Identify the brand
Ø Convey descriptive and persuasive information
Ø Facilitate product transportation and protection
Ø Assist in at-home storage
Ø Aid product consumption

• Benefits:
Ø Structural packaging innovations can create a point of difference that
permits a higher margin.
Ø New packages can also expand a market and capture new market
segments.
Ø Packaging changes can have immediate impact on customer shopping
behavior and sales.
Packaging

• Packaging at the point of purchase:

• The right packaging can create strong appeal:

Ø Many consumers may first encounter a new brand on the supermarket
shelf or in the store à right packaging can create strong appeal on the
store shelf and help products stand out from the clutter.
Ø When few product differences exist in some categories, packaging
innovations can provide at least a temporary edge on competition.

• Packaging innovations:
Ø Can both lower costs and/or improve demand
Ø Manufacturers can redesign packages and employ more recyclable
materials to lower the use of paper and plastic.
Ø In mature markets, package innovations can provide a short-term sales
boost.
Packaging

• Package designing:
Ø Specialized package designers bring artistic techniques and scientific
skills to package design in an attempt to meet the marketing objectives
for a brand.
Ø Packaging color affect consumers’ perceptions of the product itself:
§ Red: Ritz crackers, Colgate toothpaste, Target retailer, and Coca-Cola
soft drinks.
§ Orange: Tide laundry detergent, Wheaties cereal, Home Depot
retailer, and Stouffer’s frozen dinners.
§ Yellow: Kodak film, Juicy Fruit chewing gum, McDonald’s restaurants,
IKEA retailers, Cheerios cereal, and Lipton tea.
§ Green: Del Monte canned vegetables, Walmart retailers, Starbucks
coffee, BP retail gasoline, and 7 Up lemon-lime soft drink.
§ Blue: IBM technology and services, Ford automobiles, and Pepsi soft
drinks.
Packaging

• Packaging changes:

Ø Can be expensive:
Ø But can be cost-effective compared with other marketing
communication costs:
§ Signal a higher price, or to more effectively sell products through new
or shifting distribution channels
§ When a significant product line expansion would benefit from a
common look
§ To accompany a new product innovation to signal changes to
consumers
§ When old package looks outdated
Putting It All Together

Brand Names Logos and Slogans and Packaging and

Criterion and URLs Symbols Characters Jingles Signage
Memorability Can be chosen Generally more Generally more Can be chosen to Generally more
to enhance brand useful for brand useful for brand enhance brand useful for brand
recall and recognition recognition recall and recognition
recognition recognition
Meaningfulness Can reinforce Can reinforce Generally more Can convey Can convey
almost any type of almost any type useful for non- almost any type almost any type
association, of association, product-related of association of association
although although imagery and brand explicitly explicitly
sometimes only sometimes only personality
indirectly indirectly
Likability Can evoke much Can provoke Can generate Can evoke much Can combine
verbal imagery visual appeal human qualities verbal imagery visual and verbal
appeal
Transferability Can be somewhat Excellent Can be somewhat Can be Good
limited limited somewhat limited
Adaptability Difficult Can typically be Can sometimes be Can be modified Can typically be
redesigned redesigned redesigned
Protectability Generally good, Excellent Excellent Excellent Can be closely
but with limits copied
Let’s try this…

• Work in pairs
• Think of a brand that you like Ralph

• Identify the brand elements premium, posh, the name is calm (elegant)

• Try to identify the most important brand element that helps people
to remember the brand logo, product, part of higher society, royal family, brit feeling,