战略品牌管理（英文版·第5版）课件 CHAPTER 4 Choosing Brand Elements to Build Brand Equity

StrategicBrandManagement:Building,Measuring,andManagingBrandEquityFifthEditionChapter4ChoosingBrandElementstoBuildBrandEquityCopyright©2020,2013,2008PearsonEducation,Inc.AllRightsReservedLearningObjectives4.1Identifythedifferenttypesofbrandelements4.2Listthegeneralcriteriaforchoosingbrandelements4.3Describekeytacticsinchoosingdifferentbrandelements4.4Explaintherationalefor“mixingandmatching”brandelements4.5HighlightsomeofthelegalissuessurroundingbrandelementsCriteriaforChoosingBrandElementsMemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityProductabilityFigure4.1(1of2)CriteriaforChoosingBrandElements1.MemorabilityEasilyrecognizedEasilyrecalled2.MeaningfulnessDescriptivePersuasive3.LikabilityFunandinterestingRichvisualandverbalimageryAestheticallypleasingFigure4.1(2of2)CriteriaforChoosingBrandElements4.TransferabilityWithinandacrossproductcategoriesAcrossgeographicboundariesandcultures5.AdaptabilityFlexibleUpdatable6.ProtectabilityLegallyCompetitivelyOptionsandTacticsforBrandNamesWhatwouldanidealbrandelementbelike?EasilyrememberedHighlysuggestiveoftheproductclassandbenefitsInherentlyfunorinterestingRichwithcreativepotentialTransferabletoawidevarietyofproductandgeographicsettingsEnduringinmeaningandrelevantovertimeStronglyprotectablebothlegallyandcompetitivelyBrandNames(1of5)Thebrandnameisfundamentallyimportant:Oftencapturesthecentralthemeorkeyassociationsofaproductinacompact,economicalfashionMostdifficultelementformarketerstochange:CloselytiedtotheproductinthemindsofconsumersBrandNames(2of5)SelectingabrandnameforanewproductisanartandascienceMustbechosenwiththesixgeneralcriteriainmind:MemorabilityMeaningfulnessLikabilityTransferabilityAdaptabilityprotectabilityFigure4.3BrandNameTaxonomyDescriptiveSleepInnEvocativeQuickenLoansPersonalitySnappleSyntheticVerizonFounderDysonBrandNames(3of5)Brandawareness:SimpleandeasytopronounceorspellFamiliarMeaningfulDifferent,distinctive,andunusualBrandassociations:ImplicitandexplicitmeaningsofanameareimportantFigure4.4SampleSuggestiveBrandNamesColorStaylipsticksHead&ShouldersshampooClose-UptoothpasteSnackWellreducedfatsnacksDieHardautobatteriesMop&GlofloorwaxLeanCuisinelow-caloriefrozenentreesShake’nBakechickenseasoningSub-ZerorefrigeratorsandfreezersCling-FreestaticbuildupremoverFacebooksocialnetworkDropboxcloudstorageBrandNames(4of5)BrandnamescanreinforceanimportantattributeorbenefitassociatedthatmakesupitsproductpositioningAdescriptivebrandnameshouldmakeiteasiertolinkthereinforcedattributeorbenefitBrandNames(5of5)Namingprocedures:DefineobjectivesGeneratenamesScreeninitialcandidatesStudycandidatenamesResearchthefinalcandidatesSelectthefinalnameURLs(1of2)URLs(uniformresourcelocators)specifylocationsofpagesontheWeb:CommonlyreferredtoasdomainnamesOwnerofaURLmustregisterandpayforthenameProtectsabrandfromunauthorizeduseinotherdomainnamesCybersquatting-Registering,traffickingin,orusingadomainnamewithbad-faithtoprofitfrom:ThegoodwillofatrademarkbelongingtosomeoneelseURLs(2of2)Acompanyneedstoprotecttheirbrandsfromunauthorizeduseinotherdomainnames:Companycan:SuecurrentowneroftheURLforcopyrightinfringementBuythenamefromthecurrentownerRegisterallconceivablevariationsofitsbrandasdomainnamesaheadoftimeCybersquattingordomainsquatting:Registering,traffickingin,orusingadomainnamewithbad-faithtoprofitfrom:ThegoodwillofatrademarkbelongingtosomeoneelseLogosandSymbols(1of2)Logos:Visualelementsplayacriticalroleinbuildingbrandequityandbrandawareness:Indicateorigin,ownership,orassociationRangefromcorporatenamesortrademarkswritteninadistinctiveform,toabstractdesignsthatmay:BecompletelyunrelatedtothecorporatenameoractivitiesSymbols:NonwordmarklogosLogosandSymbols(2of2)Likenames,abstractlogoscanbedistinctiveandrecognizable:AbstractlogosmaylacktheinherentmeaningpresentwithamoreconcretelogoOnedangeristhatconsumersmaynotunderstandwhatthelogoisintendedtorepresentCharactersSpecialtypeofbrandsymbol:Onethattakesonhumanorreal-lifecharacteristicsIntroducedthroughadvertising:CanplayacentralroleinadcampaignsandpackagedesignsSlogans(1of2)ShortphrasesthatcommunicatedescriptiveorpersuasiveinformationaboutthebrandFunctionasuseful“hooks”or“handles”tohelpconsumersgraspthemeaningofabrandIndispensablemeansofsummarizingandtranslatingtheintentofamarketingprogramSlogans(2of2)Designingslogans:DesignedsotheycontributetobrandequityinmultiplewaysCancontainproduct-relatedmessagesandothermeaningsUpdatingslogans:Recognizehowitcontributestobrandequity:ThroughenhancedawarenessorimageDecidehowmuchofthisequityenhancement,ifany,isstillneededRetainneededordesiredequitiesstillresidinginthesloganWhileprovidingwhatevernewtwistsofmeaningarenecessarytocontributetoequityinotherwaysFigure4.7(1of2)FamousSlogansQuiz

fillintheblankReachOutandTouchSomeone

fillintheblankHaveItYourWay

fillintheblankJustDoIt

fillintheblankWhenItAbsolutely,PositivelyHastoBeThereOvernight

fillintheblankDriversWanted

fillintheblankDon’tLeaveHomeWithoutIt

fillintheblankLikeaRock

fillintheblankBecauseI’mWorthIt

fillintheblankTheUltimateDrivingMachine

fillintheblankWhenYouCareEnoughtoSendtheVeryBest

fillintheblankCapitalistToolFigure4.7(2of2)FamousSlogansQuiz

fillintheblankTheWonderDrugThatWorksWonders

fillintheblankNoMoreTears

fillintheblankMeltsinYourMouth,NotinYourHands

fillintheblankWeTryHarder

fillintheblankTheAntidoteforCivilization

fillintheblankWhereDoYouWanttoGoToday?

fillintheblankLetYourFingersDotheWalking

fillintheblankBreakfastofChampions

fillintheblankFlytheFriendlySkiesAnswers:(1)BellTelephone;(2)BurgerKing;(3)Nike;(4)FederalExpress;(5)Volkswagen;(6)AmericanExpress;(7)Chevrolet;(8)L’Oreal;(9)BMW;(10)Hallmark;(11)Forbesmagazine;(12)Bayeraspirin;(13)Johnson’sBabyShampoo;(14)M&M’s(15)Avis;(16)ClubMed;(17)Microsoft;(18)YellowPages;(19)Wheaties;and(20)UnitedAirlines.JinglesMusicalmessageswrittenaroundthebrandCatchyhooksandchoruses:BecomepermanentlyregisteredinthemindsoflistenersEnhancebrandawarenessbyrepeatingthebrandnameincleverandamusingwaysPackaging(1of4)ActivityofdesigningandproducingcontainersorwrappersFromtheperspectiveofboththefirmandconsumers,packagingmust:IdentifythebrandConveydescriptiveandpersuasiveinformationFacilitateproducttransportationandprotectionAssistinat-homestorageAidproductconsumptionPackaging(2of4)Packagingatthepointofpurchase:Therightpackagingcancreatestrongappeal:OnthestoreshelfHelpproductsstandoutfromtheclutterCanprovideatleastatemporaryedgeoncompetitionPackaginginnovations:CanlowercostsCanimprovedemandforaproductPackaging(3of4)Packagedesign:Hasbecomeamoresophisticatedprocess:SpecializedpackagedesignersbringartistictechniquesandscientificskillsRefersto“shelfimpact”ofapackagePackaging(4of4)Packagingchanges:Canbeexpensive:Butcanbecost-effectivecomparedwithothermarketingcommunicationcosts:Signalahigherprice,ortomoreeffectivelysellproductsthroughneworshiftingdistributionchannelsWhenasignificantproductlineexpansionwouldbenefitfromacommonlookToaccompanyanewproductinnovationtosignalchangestoconsumersWhenoldpackagelooksoutdatedPuttingItAllTogetherEachbrandelementcanplayadifferentroleinbuildingbrandequity:Marketers“mixandmatch”tomaximizebrandequityBrandidentity:EntiresetofbrandelementsContributionofallbrandelementstoawarenessandimageFigure4.8CritiqueofBrandElementOptionsBrandElementCriterionBrandNamesandURLsLogosandSymbolsCharactersSlogansandJinglesPackagingandSignageMemorabilityCanbechosentoenhancebrandrecallandrecognitionGenerallymoreusefulforbrandrecognitionGenerallymoreusefulforbrandrecognitionCanbechosentoenhancebrandrecallandrecognitionGenerallymoreusefulforbrandrecognitionMeaningfulnessCanreinforcealmostanytypeofassociation,althoughsometimesonlyindirectlyCanreinforcealmostanytypeofassociation,althoughsometimesonlyindirectlyGenerallymoreusefulfornon-product-relatedimageryandbrandpersonalityCanconveyalmostanytypeofassociationexplicitlyCanconveyalmostanytypeofassociationexplicitlyLikabilityCanevokemuchverbalimageryCanprovokevisualappealCangeneratehu