品牌要素选择ppt课件.ppt

CHAPTER4:CHOOSINGBRANDELEMENTSTOBUILDBRANDEQUITY,KevinLaneKellerTuckSchoolofBusinessDartmouthCollege,4.1,BuildingCustomer-BasedBrandEquity,Brandknowledgestructuresdependon:TheinitialchoicesforthebrandelementsThesupportingmarketingprogramandthemannerbywhichthebrandisintegratedintoitOtherassociationsindirectlytransferredtothebrandbylinkingittosomeotherentities,4.2,CriteriaforChoosingBrandElements,MemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProtectability,Marketersoffensivestrategyandbuildbrandequity,Defensiveroleforleveragingandmaintainingbrandequity,4.3,Memorability,Brandelementsshouldinherentlybememorableandattention-getting,andthereforefacilitaterecallorrecognition.Forexample,abrandofpropanegascylindersnamedBlueRhinofeaturingapowder-blueanimalmascotwithadistinctiveyellowflameislikelytostickinthemindsofconsumers.,4.4,Meaningfulness,Brandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasivecontent.TwoparticularlyimportantcriteriaGeneralinformationaboutthenatureoftheproductcategorySpecificinformationaboutparticularattributesandbenefitsofthebrandThefirstdimensionisanimportantdeterminantofbrandawarenessandsalience;thesecond,ofbrandimageandpositioning.,4.5,Likability,Docustomersfindthebrandelementaestheticallyappealing?Descriptiveandpersuasiveelementsreducetheburdenonmarketingcommunicationstobuildawareness.,4.6,Transferability,Howusefulisthebrandelementforlineorcategoryextensions?Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?,4.7,Adaptability,Themoreadaptableandflexiblethebrandelement,theeasieritistoupdateittochangesinconsumervaluesandopinions.Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappearmoremodernandrelevant.,4.8,Protectability,Marketersshould:Choosebrandelementsthatcanbelegallyprotectedinternationally.Formallyregisterchosenbrandelementswiththeappropriatelegalbodies.Vigorouslydefendtrademarksfromunauthorizedcompetitiveinfringement.,4.9,TacticsforBrandElements,Avarietyofbrandelementscanbechosenthatinherentlyenhancebrandawarenessorfacilitatetheformationofstrong,favorable,anduniquebrandassociations.BrandnamesURLsLogosandsymbolsCharactersSlogansPackaging,4.10,BrandNames,Likeanybrandelement,brandnamesmustbechosenwiththesixgeneralcriteriaofmemorability,meaningfulness,likability,transferability,adaptability,andprotectabilityinmind.,4.11,BrandNamingGuidelines,BrandawarenessSimplicityandeaseofpronunciationandspellingFamiliarityandmeaningfulnessDifferentiated,distinctive,anduniquenessBrandassociationsTheexplicitandimplicitmeaningsconsumersextractfromitareimportant.Inparticular,thebrandnamecanreinforceanimportantattributeorbenefitassociationthatmakesupitsproductpositioning.,4.12,BrandNamingProcedures,DefineobjectivesGeneratenamesScreeninitialcandidatesStudycandidatenamesResearchthefinalcandidatesSelectthefinalname,4.13,URLs,URLs(uniformresourcelocators)specifylocationsofpagesonthewebandarealsocommonlyreferredtoasdomainnames.AcompanycaneithersuethecurrentowneroftheURLforcopyrightinfringement,buythenamefromthecurrentowner,orregisterallconceivablevariationsofitsbrandasdomainnamesaheadoftime.,4.14,LogosandSymbols,PlayacriticalroleinbuildingbrandequityandespeciallybrandawarenessLogosrangefromcorporatenamesortrademarks(wordmarkswithtextonly)writteninadistinctiveform,toentirelyabstractdesignsthatmaybecompletelyunrelatedtothewordmark,corporatename,orcorporateactivities,4.15,Characters,Aspecialtypeofbrandsymbolonethattakesonhumanorreal-lifecharacteristicsSomeareanimatedlikePillsburysPoppinFreshDoughboy,PeterPanpeanutbutterscharacter,andnumerouscerealcharacterssuchasTonytheTiger,CapnCrunch,andSnap,Crackle&Pop.Othersarelive-actionfigureslikeJuanValdez(Colombiancoffee),theMaytagrepairman,andRonaldMcDonald.NotablenewcomersincludetheAOLrunningman,theBudweiserfrogs,andtheAFLACduck.,4.16,Slogans,Slogansareshortphrasesthatcommunicatedescriptiveorpersuasiveinformationaboutthebrand.Slogansarepowerfulbrandingdevicesbecause,likebrandnames,theyareanextremelyefficient,shorthandmeanstobuildbrandequity,4.17,ClassicSlogans,“Meltsinyourmouth,notinyourhands”(M&Ms)“Sometimesyoufeellikeanut,sometimesyoudont”(AlmondJoy/Mounds)“Wheresthebeef?”(Wendys)“Amindisaterriblethingtowaste”(UnitedNegroCollegeFund)“Canyouhearmenow?”(Verizon),Source:MontyPhan,“CelebratingTheirSweetSuccess,”Newsday,21September2004,A43.,4.18,Jingles,Jinglesaremusicalmessageswrittenaroundthebrand.Typicallycomposedbyprofessionalsongwriters,theyoftenhaveenoughcatchyhooksandchorusestobecomealmostpermanentlyregisteredinthemindsoflistenerssometimeswhethertheywantthemtoornot!Jinglesareperhapsmostvaluableinenhancingbrandawareness.,4.19,Packaging,Fromtheperspectiveofboththefirmandconsumers,packagingmustachieveanumberofobjectives:IdentifythebrandConveydescriptiveandpersuasiveinformationFacilitateproducttransportationandprotectionAssistat-homestorageAidproductconsumption,SusanB.Bassin,“Value-AddedPackagingCutsthroughStoreClutter,”MarketingNews,26September1988,21.,4.20,PackagingCanInfluenceTaste,Oursenseoftasteandtouchisverysuggestible,andwhatweseeonapackagecanleadustotastewhatwethinkwearegoingtotaste.,4.21,PackagingCanInfluenceValue,Longafterwehaveboughtaproduct,apackagecanstillleadustobelieveweboughtitbecauseitwasagoodvalue.,4.22,PackagingCanInfluenceConsumption,Studiesof48differenttypesoffoodsandpersonalcareproductshaveshownthatpeoplepourandconsumebetween18%and32%moreofaproductasthesizeofthecontainerdoubles.,ValerieFolkes,IngridMartinandKamalGupta,“WhentoSayWhen:EffectsofSupplyonUsag