Discussion Brand Elements (hs) Toyota please look at chapter 4, brand elements (name, logo, character, packaging, slogan, jingle, url). Choose Toyota Moto

Discussion Brand Elements (hs) Toyota please look at chapter 4, brand elements (name, logo, character, packaging, slogan, jingle, url).

Choose Toyota Motor Corporation as a brand with at least 4 elements. How does the entire mix of elements combine to satisfy the 6 major criteria? In other words, take each element (e.g., character), and describe how it satisfies one or more of the 6 criteria below. See ppt slides uploaded!!!

Limit: one-page summary.

How to choose Branding Elements to build Brand Equity

There are 6 integral criteria for choosing your brand elements:

1) Memorability

2) Meaningfulness

3) Likability

4) Transferability

5) Adaptability

6) Protectability

1. Memorability: Brand elements that help achieve a high level of brand awareness or attention to the brand, in turn facilitate the recognition and recall of a brand during purchase or consumption.

2. Meaningfulness: Here a marketer needs to ensure that brand elements are descriptive and suggesting something about the product category of the brand. This is important to develop awareness and recognition for the brand in a particular product category.

Secondly, the brand elements also need to have a persuasive meaning and suggest something about the particular benefits and attributes of the brand. This is necessary for defining the positioning of the brand in a particular category.

3. Likability: Brand Elements need to be inherently fun, interesting, colourful and not necessarily always directly related to the product.

A memorable, meaningful and likable brand element makes it easier to build brand recognition and brand equity, thus reducing the burden on the marketer and thereby reducing the cost of marketing communications.

The above 3 criteria constitute the ” Offensive Strategy” towards building brand equity

4. Transferability: is the extent to which brand elements can add brand equity to new products of the brand in the line extensions. Another point, a marketer needs to keep in mind is that the brand element should be able to add brand equity across geographical boundaries and market segments. For example, brand names like “Apple”, “Blackberry” represent fruits the world over, thus as a brand name it doesn’t restrict brands and product extensions.

5. Adaptability: Consumer opinions, values and views keep changing over a period of time. The more adaptable and flexible brand elements are the easier it is to keep up changing and up to date from time to time to suit the consumers liking and views. For example, Coca -Cola has been updating it’s logo over the years to keep up with the latest trends, fashions and opinions.

6. Protectability: the final criteria in choosing a brand element is that it should be protectable legally and competitively. Brand elements need to be chosen in such a way, that they can be internationally protected legally, legally registered with legal bodies. Marketers need to voraciously defend their trademarks from unauthorized competitive infringements. CHAPTER: 4
CHOOSING Brand Elements
to build Brand Equity
To Sum up…
? Entire set of brand elements makes up the brand identity
? Cohesiveness of the brand identity depends on the extent
to which the brand elements are consistent
? Each brand element plays a different role in building brand
equity, so marketers should “mix and match” to maximize
brand equity
? Red Bull ?
? Gives you wings?
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Types of Brand Elements
Brand Names
URLs
Logos and
Symbols
Characters
Slogans
Jingles
Packaging
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Designing a Branding Strategy
?
How a brand element is linked (if at all) to multiple
products across products and markets
?
?
?
?
?
Use brand element “as is” – Nivea, Kellogs
Adapting the brand – Ex. HP DeskJet, ThinkJet,
PaintJet; iPad, iPod, McNuggets, etc.
Common Symbols – use of corporate logo
Logical ordering – Ex. BMW 3, 5, 7 series
Chosen product descriptor – Quicken Deluxe, Quicken
Premier, / Chex cinnamon, Chex honey, etc.
Designing Supporting Marketing
Programs
Key Issue: desired awareness & image at each
hierarchy level
– Relevance – generally desirable to create relevant
associations at corporate or family level – used
across categories
• Ex. Nivea = gentle, mild ; Cellular = anti-aging
– Differentiation – disadvantages of redundancy
• Potential for consumer confusion
• Ex. Tropicana OJ – Pure Premium v. Grovestand or
Season’s Best – do we need all these individuals???
Criteria for Choosing Brand Elements
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Protectable?
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Adaptable
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Figure 4.8 – Critique of Brand Element Options
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Brand Names
? Captures the central benefit or key meaning – Harley?
? Company relevant to multiple categories (values, assets) –
Apple, Samsung
? Family – Nivea (transferable across categories)
? Most difficult element for marketers to change
? Closely tied to the product category (Zenni Optical)
? Breadth of strategy determined
? Healthy Choice – relevant to many categories
Bare Minerals – What comes to mind?
How broad??? (transferable)
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Potential Naming Criteria
?
?
?
?
?
Descriptive – function (Japan Airlines)
Functional – Die Hard
Benefit – Skinny Cow (dairy, low-fat, benefit lose weight)
Compounds – (Red Bull)
Arbitrary – no apparent tie (Apple) – inherent meaning?
Ascribed meaning (product, competencies, adv.) – Dockers
? Fanciful – coined (Avanade)
? Leverage Geographic Expertise – Idaho Potatoes
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Suggestive Names
? Benefit
ColorStay lipstick; Heart Healthy
? Function
? Shake ‘n Bake; Lean Cuisine
? Values, social responsibility – Honest Tea
? Country-of-origin (expertise)
Haagen Dazs, Yoplait
Watch it !
http://video.foxbusiness.com/v/2612431957001/campbell-sued-over-heart-healthylabel/?playlist_id=937116503001
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Logos
? For many goods….people don’t always read brands,
they recognize them (packaging, logos, characters,
etc.)
? Symbols (Prudential’s rock, Allstate’s hands)
? Metaphors
? Hidden (subconscious) meaning
? Mnemonic- assisting or intended to assist memory
(Sprint’s pin drop metaphor)
? Updated (Chrysler’s winged badge) – conveys
modernity, understanding of market, broadened
product-market (DD)
? http://urlm.co/blog/2009/10/22/23-brilliant-logos-withhidden-messages/
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Characters
? Special type of brand symbol (embodiment) Personality
? One that takes on human or real-life characteristics: Ronald McDonald,
Tony Tiger (breakfast can be fun, tasty….Grrrreat)
? Central role in ad campaigns and package designs (recall, likable)
? Colorful, imagery-rich (awareness)– Energizer bunny
? Transfers across categories (broad meaning – family brands)
? Relationship building (brand agent)
– personality – Flo
? Fun, approachable, friendly, not intimidating, not serious (insurance)
Attention, Involvement, memory
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Used for offensive categories
15
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Use of Allegory – Metaphor in
narrative
16
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The Use of Personality in marketing
Practice
Dimensions of Brand Personality
10-17
Characters
? Animated (doughboy, tiger) – personification
? Live-action (Maytag repairman, Fred Franchisee)


? Updating (Betty Crocker) – modernity, identify with audience
(changing roles) Represent roles (house wife, baker, etc.)
? Licensing opportunities (College mascots)
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Slogans
? Short phrases that communicate descriptive or persuasive
information about the brand (positioning)
? Where’s the Beef?
? http://www.youtube.com/watch?v=Ug75diEyiA0
? It’s worth the trip

? Function as useful “hooks” or “handles” to help consumers
grasp the meaning of a brand – ‘the quicker picker upper’
? Play off brand name (recall) ‘My doctor said Mylanta’
? Strong links with categories & positioning – ‘If your not wearing
Dockers, you’re just wearing pants’
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Slogans
?
?
?
?
Positioning (nothing runs like a Deere)
Shorthand hook (like a good neighbor) – simile, metaphor
Category link (Dockers – nice pants)
Hyperbole (Bayer works wonders) extravagant exaggeration
(as “mile-high ice-cream cones”)
? Reinforcement (Just do it)
? Indispensable means of summarizing and translating the
intent of the brand
? “It’s not what happens to you, it’s what you do about it”
http://www.wmitchell.com
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Classic Slogans
?
?
?
?
?
“Melts in your mouth, not in your hands” (M&M’s)
“Sometimes you feel like a nut, sometimes you
don’t” (Almond Joy/Mounds)
“Where’s the beef?” (Wendy’s)
“A mind is a terrible thing to waste” (United Negro
College Fund)
“Can you hear me now?” (Verizon)
Source: Monty Phan, “Celebrating Their Sweet Success,” Newsday, 21 September 2004, A43.
4.21
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Jingles
? Musical messages written around the brand
? Have catchy hooks and choruses that become permanently
registered in the minds of listeners
? Enhance brand awareness by repeating the brand name in
clever and amusing ways
? Linked to emotions, sing to ourselves!
?
http://www.youtube.com/watch?v=aNddW2xmZp8 (Oscar Meyer)
? Alka-Seltzer
?

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A Good Jingle…
? Does this sound familiar? It’s the middle of the day,
you’re at work, you’ve long since eaten lunch, and
nothing out of the ordinary is happening. Then, all of
a sudden, you hear a voice in your head singing “bahda-ba-ba-bah, I’m lovin’ it” over and over, and it won’t
go away. And now you’re craving French fries. That’s
what a good jingle does; it gets in your head and
won’t leave.
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Packaging
? Activity of designing and producing containers or wrappers –
Attention, last 5 seconds of marketing!
? From the perspective of both the firm and consumers,
packaging must:
?
?
?
?
?
Identify the brand, support advertising (recall message)
Convey descriptive and persuasive information
Facilitate product transportation and protection
Assist in at-home storage
Aid product consumption
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Packaging
? Influences expectations, perceptions, taste
? Packaging teaches ‘new uses’
? Highly suggestive – what see creates reality
? Self-fulfilling prophecy (experiences)
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