Oreo Brand Elements Case Study Paper Brand elements (name, logo, character, packaging, slogan, jingle, url). Choose a brand with at least 4 elements. How

Oreo Brand Elements Case Study Paper Brand elements (name, logo, character, packaging, slogan, jingle, url).

Choose 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 if you do not have the text.

There are 6 integral criteria for choosing your brand elements:

1) Memorability

2) Meaningfulness

3) Likability

4) Transferability

5) Adaptability

6) Protectability

APA STYLE Limit: one-page summary. please look at chapter 4, brand elements (name, logo, character, packaging,
slogan, jingle, url).
Choose 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 if you do not have the text.
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.
PA R T I I I
DESIGNING AND IMPLEMENTING BRAND
MARKETING PROGRAMS
Choosing Brand Elements
to Build Brand Equity
4
Learning Objectives
After reading this chapter, you should be able to
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.
A brand symbol like
the Energizer Bunny
can reinforce key brand
associations and be used
in a variety of different
communication
applications.
Source: Paul Martinka/
Polaris/Newscom
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PART III • DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
Preview
Brand elements, sometimes called brand identities, are those trademarkable devices that serve
to identify and differentiate the brand. The main ones 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. The test of the brand-building ability of a brand element is what
consumers would think or feel about the product if they knew only that particular brand element
and not anything else about the product and how else it would be branded or marketed. A brand
element that provides a positive contribution to brand equity conveys or implies certain valued
associations or responses.
This chapter considers how marketers choose brand elements to build brand equity. After
describing the general criteria for choosing brand elements, we consider specific tactical issues
for each of the different types of brand elements and finish by discussing how to choose the best
brand elements to build brand equity. Brand Focus 4.0 at the end of the chapter highlights some
legal issues for branding.
CRITERIA FOR CHOOSING BRAND ELEMENTS
In general, there are six criteria for brand elements (with more specific subchoices for each, as
shown in Figure 4-1):
1.
2.
3.
4.
5.
6.
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
1. Memorable
Easily recognized
Easily recalled
2. Meaningful
Descriptive
Persuasive
3. Likable
Fun and interesting
Rich visual and verbal imagery
Aesthetically pleasing
4. Transferable
Within and across product categories
Across geographic boundaries and cultures
5. Adaptable
Flexible
Updatable
FIGURE 4-1
Criteria for Choosing
Brand Elements
6. Protectable
Legally
Competitively
CHAPTER 4 • CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
The first three criteria—memorability, meaningfulness, and likability—are the marketer’s
offensive strategy and build brand equity. The latter three, however, play a defensive role for
leveraging and maintaining brand equity in the face of different opportunities and constraints.
Let’s consider each of these general criteria.
Memorability
A necessary condition for building brand equity is achieving a high level of brand awareness.
Brand elements that promote that goal are inherently memorable and attention-getting and therefore facilitate recall or recognition in purchase or consumption settings. For example, a brand of
propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers.
Meaningfulness
Brand elements may take on all kinds of meaning, with either descriptive or persuasive content.
We saw in Chapter 1 that brand names can be based on people, places, animals or birds, or other
things or objects. Two particularly important criteria are how well the brand element conveys the
following:
• General information about the function of the product or service: Does the brand element
have descriptive meaning and suggest something about the product category, the needs satisfied or benefits supplied? How likely is it that a consumer could correctly identify the
product category for the brand based on any one brand element? Does the brand element
seem credible in the product category?
• Specific information about particular attributes and benefits of the brand: Does the brand
element have persuasive meaning and suggest something about the particular kind of product, or its key points-of-difference attributes or benefits? Does it suggest something about
some aspect of the product performance or the type of person who might use the brand?
The first dimension is an important determinant of brand awareness and salience; the second, of
brand image and positioning.
Likability
Independent of its memorability and meaningfulness, do customers find the brand element aesthetically appealing?1 Is it likable visually, verbally, and in other ways? Brand elements can
be rich in imagery and inherently fun and interesting, even if not always directly related to the
product.
A memorable, meaningful, and likable set of brand elements offers many advantages because 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 few other product-related associations
exist. Often, the less concrete the possible product benefits are, the more important is the creative potential of the brand name and other brand elements to capture intangible characteristics
of a brand.
KFC
KFC is the world’s most popular chicken restaurant chain, and there is no doubt that KFC’s success can
be partly attributed to a powerful set of memorable, meaningful, and likable brand elements. The brand
name itself is indicative as to what the brand is offering: Kentucky Fried Chicken. Originating in the
1950s, KFC’s “finger lickin’ good” slogan has resonated with families worldwide for over 50 years, along
with its distinctive packaging, including the paper bucket with red and white coloring. KFC’s pioneer,
Colonel Harland Sanders, remains a key character and symbol in KFC’s advertising, packaging, and branding. “The Colonel” is one of the most recognized, respected, and beloved brand icons to ever exist.
Aside from slight changes to his attire, he continues to remind customers of the tasty, high-quality, fresh
chicken with the 11 secret herbs and spices that he began making more than 50 years ago. KFC’s official
URL is kfc.com, which includes more than 30 international Web sites covering the Americas, Europe, Asia,
and Australia.2
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“The Colonel” is one of the world’s most recognized brand icons.
Source: Anthony Seebaran/istock.com
Transferability
Transferability measures the extent to which the brand element adds to the brand equity for new
products or in new markets for the brand. There are several aspects to this criterion.
First, how useful is the brand element for line or category extensions? In general, the
less specific the name, the more easily it can be transferred across categories. For example,
Amazon connotes a massive South American river and therefore as a brand can be appropriate for a variety of different types of products. Books “R” Us obviously would not have
afforded the same flexibility if Amazon had chosen that name to describe its original line of
business.
Second, to what extent does the brand element add to brand equity across geographic
boundaries and market segments? To a large extent this depends on the cultural content and linguistic qualities of the brand element. One of the main advantages of nonmeaningful, synthetic
names like Exxon is that they transfer well into other languages.
The difficulties or mistakes that even top marketers have encountered in translating their
brand names, slogans, and packages into other languages and cultures over the years have become legendary. As an example, Microsoft was challenged when launching its Vista operating
system in Latvia, because the name means “chicken” or “frumpy woman” in the local language.3
Figure 4-2 includes some of the more notorious mishaps.4 To avoid such complications, companies must review all their brand elements for cultural meaning before introducing the brand into
a new market.
Adaptability
The fifth consideration for brand elements is their adaptability over time. Because of changes in
consumer values and opinions, or simply because of a need to remain contemporary, most brand
elements must be updated. The more adaptable and flexible the brand element, the easier it is to
update it. For example, logos and characters can be given a new look or a new design to make
them appear more modern and relevant.
CHAPTER 4 • CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Although it can be difficult to judge the accuracy of some reports of past marketing
failures, here are some of the more widely cited global branding failures reported
over the years.
1. When Braniff translated a slogan touting its upholstery, “Fly in leather,” it
came out in Spanish as “Fly naked.”
2. Coors put its slogan, “Turn it loose,” into Spanish, where it was read as
“Suffer from diarrhea.”
3. Chicken magnate Frank Perdue’s line, “It takes a tough man to make a
tender chicken,” sounds much more interesting in Spanish: “It takes a sexually
stimulated man to make a chicken affectionate.”
4. When Pepsi started marketing its products in China, it translated the slogan
“Pepsi Brings You Back to Life” pretty literally. In Chinese it really meant, “Pepsi
Brings Your Ancestors Back from the Grave.”
5. Clairol introduced the “Mist Stick,” a curling iron, into Germany only to find out
that mist is slang for manure in German.
6. Japan’s Mitsubishi Motors had to rename its Pajero model in Spanish-speaking
countries because the term related to masturbation.
7. Toyota Motor’s MR2 model dropped the number in France because the
combination sounded like a French swearword.
MICHELIN MAN
Michelin recently launched a newer, slimmer version of its famous tubby Michelin Man (whose real name is
Bibendum) to mark his 100th year. A company press release notes, “Thinner and smiling, Bibendum will look like
the leader he is, with an open and reassuring manner.” Michelin has used the character to promote its brand
values of research, safety, and environmentalism through the years. In 2000, Bibendum was voted the “greatest
logo in history” in a competition sponsored by the Financial Times. In a 2009 global campaign that featured the
character as a hero, the Michelin Man—which has been the exclusive focus of Michelin advertising since 2001—
moved from a “more passive endorser to a more active problem solver.” Reinforced by the slogan “The Right Tire
Changes Everything,” the new ad campaign emphasized the role tires play people’s everyday lives.5
The Michelin Man—whose actual name is Bibendum—has served as the centerpiece of the tire
brand’s advertising for years.
Source: Michelin, North America
FIGURE 4-2
Global Branding
Mishaps
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PART III • DESIGNING AND IMPLEMENTING BRAND MARKETING PROGRAMS
THE SCIENCE OF BRANDING 4-1
Counterfeit Business Is Booming
F
rom Calloway golf clubs to Louis
Vuitton handbags, counterfeit versions of
well-known brands are everywhere. The
current size of the counterfeit market is
estimated to be $600 billion, representing costs of $200–$250 billion annually
to U.S. businesses. The fakes are soaking
up profits faster than multinationals can
squash counterfeiting operations, and
they’re getting tougher and tougher to
distinguish from the real thing. The difference can be as subtle as lesser-quality
leather in a purse or fake batteries inside
a cell phone. And counterfeiters can produce fakes cheaply by cutting corners on
safety and quality, as well as by avoiding
paying for marketing, R&D, or advertising.
It’s not just luxury items and consumer electronics that are being copied.
A popular target for counterfeiters who turn out fakes like these, Louis Vuitton
The World Health Organization says up
uses legal means to vigorously defend its trademarks.
to 10 percent of medicines worldwide are
Source: Iain Masterton/Alamy
counterfeited. Those drugs not only purcounterfeiters have no trouble copying holograms and other seloin pharmaceutical industry profits but also present a danger to
curity devices intended to distinguish real products from fakes.
anyone who takes them because they are manufactured under
Producing counterfeit goods is as profitable as trading in ilinadequate safety controls.
legal drugs but does not carry the same risk. In many countries,
Counterfeiting has become increasingly sophisticated and
convicted counterfeiters get off with a fine of a few thousand
pervasive. To avoid being detected, counterfeiters are knocking
dollars. Chinese authorities have ignored the problem for years,
off smaller brands that don’t have the resources to fight back,
mostly because it did not hurt Chinese industries. But as the
focusing on fewer high-end brands given the recent economic
country’s corporate interests grow and Chinese companies
downturn, and increasing prices on fake goods sold over the
start getting hurt by the counterfeit industry, experts say the
Web to counter consumer suspicions.
Chinese government will be more cooperative. They believe
The U.S. Trade Representative’s office now publishes an anChina is the key to stemming the counterfeit trade.
nual “notorious markets” list of the worst sites—physical and
Some companies have decided to target the end users of
online—for piracy and counterfeiting. These days, 81 percent
knockoff products, hoping manufacturers will eventually be
of counterfeit goods in the United States come from China.
forced to get a license and pay royalties. And some patent holdOther sources are Russia, Ukraine, Pakistan, India, Mexico,
ers are beginning to get creative and target anyone on the supply
and several countries in Southeast Asia (Philippines, Thailand,
chain who knowingly ignores counterfeit businesses. Louis Vuitton
and Indonesia) and Latin America (Ecuador, Paraguay, and
has partnered with New York City landlords to prevent the sale of
Argentina).
counterfeit Louis Vuitton goods by tenants on notorious knockoff
The operations are financed by such varied sources as
hot spot Canal Street. But because the business of counterfeiting
Middle East businessmen who invest in facilities in Asian
thrives on globalization, experts say all many companies can do
countries for export, local Chinese entrepreneurs, and crimifor now is hope to slow, not stop, the counterfeiters.
nal networks. Online auction retailers such as eBay and
Interestingly, some provocative academic research shows
China’s Baidu have become unintentional middleman in the
that fake products are not uniformly bad for companies.
market and have been successfully sued for millions by luxury
Although some consumers may initially feel pleased at buying
makers such as LVMH (which makes Louis Vuitton, among
a fake handbag, for example, many ultimately realize the fake
other brands).
cannot replace the genuine item. While some who cannot
The replication process has also speeded up as counterfeitafford to buy genuine luxury items may always buy fakes, other
ers have honed their engineering skills and increased their speed.
consumers will find that buying a counterfeit motivates them
Chinese factories can now copy a new model of a golf club in
to later buy the real thing.
less than a week. And executives at a variety of companies say
CHAPTER 4 • CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY
Sources: Julia Boorstin, “Louis Vuitton Tests a New Way to Fight
the Faux,” Fortune, 16 May 2005; Robert Klara, “The Fight Against
Fakes,” Brandweek, 27 June 2009; Stephanie Clifford, “Economic
Indicator: Even Cheaper Knockoffs,” New York Times, 31 July 2010;
“U.S. Calls China’s Baidu ‘Notorious Market’,” Reuters, 28 February
2011; Renée Richardson Gosline, “Rethinking Brand Contamination:
How Consumers Maintain Distinction When Symbolic Boundaries Are
Breached,” working paper, MIT Sloan School of Management, 2009;
147
Keith Wilcox, Hyeong Min Kim, and Sankar Sen, “Why Do Consumers Buy Counterfeit Luxury Brands?,” Journal of Marketing Research,
46 (April 2009): 247–259; Young Jee Han, Joseph C Nunes, and Xavier
Drèze, “Signaling Status with Luxury Goods: The Role of Brand Prominence,” Journal of Marketing 74 (July 2010): 15–30; Katherine White
and Jennifer J. Argo, “When Imitation Doesn’t Flatter: The Role of
Consumer Distinctiveness in Responses to Mimicry,” Journal of Consumer Research 38 (December 2011): 667–680.
Protectability
The sixth and final general consideration is the extent to which…
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