战略品牌管理第3版Keller_SBM3_04

4.1,CHAPTER4:CHOOSINGBRANDELEMENTSTOBUILDBRANDEQUITY,KevinLaneKellerTuckSchoolofBusinessDartmouthCollege,4.2,BuildingCustomer-BasedBrandEquity,Brandknowledgestructuresdependon:TheinitialchoicesforthebrandelementsThesupportingmarketingprogramandthemannerbywhichthebrandisintegratedintoitOtherassociationsindirectlytransferredtothebrandbylinkingittosomeotherentities,4.3,CriteriaforChoosingBrandElements,MemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProtectability,Marketersoffensivestrategyandbuildbrandequity,Defensiveroleforleveragingandmaintainingbrandequity,4.4,Memorability,Brandelementsshouldinherentlybememorableandattention-getting,andthereforefacilitaterecallorrecognition.Forexample,abrandofpropanegascylindersnamedBlueRhinofeaturingapowder-blueanimalmascotwithadistinctiveyellowflameislikelytostickinthemindsofconsumers.,4.5,Meaningfulness,Brandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasivecontent.TwoparticularlyimportantcriteriaGeneralinformationaboutthenatureoftheproductcategorySpecificinformationaboutparticularattributesandbenefitsofthebrandThefirstdimensionisanimportantdeterminantofbrandawarenessandsalience;thesecond,ofbrandimageandpositioning.,4.6,Likability,Docustomersfindthebrandelementaestheticallyappealing?Descriptiveandpersuasiveelementsreducetheburdenonmarketingcommunicationstobuildawareness.,4.7,Transferability,Howusefulisthebrandelementforlineorcategoryextensions?Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?,4.8,Adaptability,Themoreadaptableandflexiblethebrandelement,theeasieritistoupdateittochangesinconsumervaluesandopinions.Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappearmoremodernandrelevant.,4.9,Protectability,Marketersshould:Choosebrandelementsthatcanbelegallyprotectedinternationally.Formallyregisterchosenbrandelementswiththeappropriatelegalbodies.Vigorouslydefendtrademarksfromunauthorizedcompetitiveinfringement.,4.10,TacticsforBrandElements,Avarietyofbrandelementscanbechosenthatinherentlyenhancebrandawarenessorfacilitatetheformationofstrong,favorable,anduniquebrandassociations.BrandnamesURLsLogosandsymbolsCharactersSlogansPackaging,4.11,BrandNames,Likeanybrandelement,brandnamesmustbechosenwiththesixgeneralcriteriaofmemorability,meaningfulness,likability,transferability,adaptability,andprotectabilityinmind.,4.12,BrandNamingGuidelines,BrandawarenessSimplicityandeaseofpronunciationandspellingFamiliarityandmeaningfulnessDifferentiated,distinctive,anduniquenessBrandassociationsTheexplicitandimplicitmeaningsconsumersextractfromitareimportant.Inparticular,thebrandnamecanreinforceanimportantattributeorbenefitassociationthatmakesupitsproductpositioning.,4.13,BrandNamingProcedures,DefineobjectivesGeneratenamesScreeninitialcandidatesStudycandidatenamesResearchthefinalcandidatesSelectthefinalname,4.14,URLs,URLs(uniformresourcelocators)specifylocationsofpagesonthewebandarealsocommonlyreferredtoasdomainnames.AcompanycaneithersuethecurrentowneroftheURLforcopyrightinfringement,buythenamefromthecurrentowner,orregisterallconceivablevariationsofitsbrandasdomainnamesaheadoftime.,4.15,LogosandSymbols,PlayacriticalroleinbuildingbrandequityandespeciallybrandawarenessLogosrangefromcorporatenamesortrademarks(wordmarkswithtextonly)writteninadistinctiveform,toentirelyabstractdesignsthatmaybecompletelyunrelatedtothewordmark,corporatename,orcorporateactivities,4.16,Characters,Aspecialtypeofbrandsymbolonethattakesonhumanorreal-lifecharacteristicsSomeareanimatedlikePillsburysPoppinFreshDoughboy,PeterPanpeanutbutterscharacter,andnumerouscerealcharacterssuchasTonytheTiger,CapnCrunch,andSnap,Crackle&Pop.Othersarelive-actionfigureslikeJuanValdez(Colombiancoffee),theMaytagrepairman,andRonaldMcDonald.NotablenewcomersincludetheAOLrunningman,theBudweiserfrogs,andtheAFLACduck.,4.17,Slogans,Slogansareshortphrasesthatcommunicatedescriptiveorpersuasiveinformationaboutthebrand.Slogansarepowerfulbrandingdevicesbecause,likebrandnames,theyareanextremelyefficient,shorthandmeanstobuildbrandequity,4.18,ClassicSlogans,“Meltsinyourmouth,notinyourhands”(M&Ms)“Sometimesyoufeellikeanut,sometimesyoudont”(AlmondJoy/Mounds)“Wheresthebeef?”(Wendys)“Amindisaterriblethingtowaste”(UnitedNegroCollegeFund)“Canyouhearmenow?”(Verizon),Source:MontyPhan,“CelebratingTheirSweetSuccess,”Newsday,21September2004,A43.,4.19,Jingles,Jinglesaremusicalmessageswrittenaroundthebrand.Typicallycomposedbyprofessionalsongwriters,theyoftenhaveenoughcatchyhooksandchorusestobecomealmostpermanentlyregisteredinthemindsoflistenerssometimeswhethertheywantthemtoornot!Jinglesareperhapsmostvaluableinenhancingbrandawareness.,4.20,Packaging,Fromtheperspectiveofboththefirmandconsumers,packagingmustachieveanumberofobjectives:IdentifythebrandConveydescriptiveandpersuasiveinformationFacilitateproducttransportationandprotectionAssistat-homestorageAidproductconsumption,SusanB.Bassin,“Value-AddedPackagingCutsthroughStoreClutter,”MarketingNews,26September1988,21.,4.21,PackagingCanInfluenceTaste,Oursenseoftasteandtouchisverysuggestible,andwhatweseeonapackagecanleadustotastewhatwethinkwearegoingtotaste.,4.22,PackagingCanInfluenceValue,Longafterwehaveboughtaproduct,apackagecanstillleadustobelieveweboughtitbecauseitwasagoodvalue.,4.23,PackagingCanInfluenceConsumption,Studiesof48differenttypesoffoodsandpersonalcareproductshaveshownthatpeoplepourandconsumebetween18%and32%moreofaproductasthesizeofthecontainerdoubles.,ValerieFolkes,IngridMartinandKamalGupta,“WhentoSayWhen:EffectsofSupplyo