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BMP: Brand Management Process

BMP: Brand Management Process. Establishing BRAND POSITIONIING Creating BRAND DESIGN Measuring BRAND PERFORMANCE Sustaining BRAND EQUITY. Creating BRAND DESIGN. Brand is…. More than just the product Name Symbol Slogan Colour Jingle Character Ambassador Advertising.

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BMP: Brand Management Process

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  1. BMP: Brand Management Process • Establishing BRAND POSITIONIING • Creating BRAND DESIGN • Measuring BRAND PERFORMANCE • Sustaining BRAND EQUITY

  2. Creating BRAND DESIGN

  3. Brand is… • More than just the product • Name • Symbol • Slogan • Colour • Jingle • Character • Ambassador • Advertising

  4. Brand Identity • Sum total of all the elements which help the consumer identify the brand • Distinctive • Meaningful • Easy to Recognise • Memorable • Multiple Elements Help

  5. Brand Name

  6. What’s in a name? That which we call a rose by any other name would smell as sweet. • Core Indicator of a Brand • Basis of Awareness, Recognition and Communication • Most Permanent Element of the Marketing Program • Must be Carefully Chosen


  8. Generating Alternatives: Naming Theories • Association Theory • Blank Theory

  9. Association Theory • List the desired associations the brand wants to have in the consumers mind • E.g. Movie Rental with home pick-up & drop • Associations: • Fast, Deliver, Convenient, At-home, Easy • Can be expanded through word association

  10. Association Theory • Create Combinations: • Combining with Product: Video Express, Home Movies • Combining Parts: Videx, Rentivideo • Using Symbols: Box Office Videos • Using Rhyme: Groovy Movie • Using Objects / People: • Animals: Leopard Videos • Flower/Tree: Oak Tree Movies • Person: Director’s Choice • People: Eastwood Films • Metaphor: Lightening Videos

  11. Blank Theory • Use a name with no associations • Associations can then be created through the entire mix • Kodak • Wendy’s

  12. Criteria for Name Selection

  13. Easy to Learn & Recall • Different / Unusual • Cut-thru / Attention • Zapak Mail • Something Interesting • Rhyme, Alliteration, Pun, Humour, Spelling • Coca-Cola, Toys R Us, Absolut • Elicits a mental picture / image • Visual image is a stronger memory trace • Apple, Red Bull

  14. Easy to Learn & Recall • Has Some Meaning • Drives Stronger Recall • Economist, Genesis! • Has Some Emotion • Emotionality affects memory • Temptation, Obsession

  15. Does it suggest the Product Class? • Drive association with the product class • High recognition / recall • Overnight Express / Toys R Us • Can also be restrictive

  16. Does it support a Symbol / Slogan? • Name should stimulate symbols / slogans • Ensures that the linkage is strong

  17. Does it suggest desired Brand Associations? • Name can drive the key associations which the brand wants to create • Honda Civic • Overnite Express • Head and Shoulders • Fair & Lovely • Huggies

  18. Will it be legally strong? • Name should be legally available • It should be defendable • Dial-a-Cab vs. Avis Car Rental • Miller Lite vs. Coca-Cola

  19. Selection Process • Crude review to eliminate unsuitable names • Legal screening for available names • Subjective evaluation to make a shortlist of 10-15 names • Consumer Research • Word Associations: Desired associations • Recall: Memorability • Finalise a name

  20. Project: Assignment #2 • Given the positioning for your brand, come up with a brand name • Follow the discussed process (including consumer research) • Share 3 final name options along with your recommendation

  21. Brand Logo

  22. The problem… • Products are similar • Benefits are similar • Shape / Size is similar • How does the consumer identify our brand? Logo

  23. Logos…. • Easier to learn visual images • Drive brand recognition & associations • Help create a perception for the brand

  24. Types of Logos

  25. #1: Symbolic Logo • Symbols / shapes which convey the brand promise • Instantly recognisable • Memorable

  26. #2: Name Mark Logo • Uses the brand name in a distinct style • Uncommon font style • Distinctive colour scheme

  27. #3: Combo Logo • Has a combination of both symbolic and name mark • Can be integrated or standalone

  28. Do’s of Logo Design • Keep it simple & clean • Futuristic • Adaptable (Size & Colour) • Catchy & Distinctive • Memorable • Drives the brand positioning / image

  29. Don’t of Logo Design • Heavy decorations • Gradient color transitions • Image of a living person • Photography • Complex imagery

  30. Selection of Colours • Remember that colours must be carefully selected as every colour communicates • Masculine colors include black, grey, brown, deep purple, dark green and rust • Feminine colors include light blue or pink, yellow, peach, light grey, rose and pale green • Bold colors like red are meant to attract attention • Metallic tones are considered elegant and expensive • A brand should not have a family of more than 3 colours

  31. Meaning of Colours

  32. Brand Slogan

  33. Beyond the logo… • While the logo can carry a meaning, there is a limit beyond which it cannot communicate • To overcome this, brands have a slogan • Slogan helps to communicate the desired positioning for the brand

  34. Recipe for a Good Slogan • Be less than five words in length • Do not mention the brand name • Communicate the Differentiator • Contain alliteration, metaphor or rhyme

  35. Slogans that have worked! • Neighbor's envy, owner's pride - Onida TV • Finger lickin' good - Kentucky Fried Chicken • It's everywhere you want to be - VISA • The ultimate driving machine – BMW • Once you pop, you can't stop - Pringles • We're number two; we try harder - Avis Rental Cars

  36. Project: Assignment #4 • Given the positioning for your brand and the decided brand name, come up with a logo and slogan • Share at least 3 logo options with Consumers & the Client before finalising • Hard Copy + PPT • Deadline: Friday, 27th Nov., In-class

  37. Brand Jingle

  38. What is a jingle? • Musical message written around the brand • Originated with radio as a medium • Composed by professionals • Extension of the brand slogan as a musical rendition • Drives brand associations

  39. Role • Catchy • Memorable • Drive brand awareness & recall

  40. Good Jingle… • Should be based on an original tune • Should be singular in content • Should repeat the brand name • Should remain constant over a period of time • Wordings / language / music should suit the desired brand personality

  41. Examples…. • Buland bharat ki buland tasveer • Yeh jaan mein jaan dal de peete hi! • Yehi hai right choice baby…aha! • Tandurusti ki raksha karta hai…

  42. Brand Ambassador

  43. Role of Brand Ambassador • Brand Ambassador is a person who portrays the face of your brand amongst your target consumers • Provides advertising cut-thru • Source of Awareness & Recall • Drives brand associations / personality • Creates credibility for the brand promise

  44. Types of Brand Ambassadors • Company Employees • Chevrolet Promise • MDH Masala • Satisfied Customers • Harpic • Public Leaders • Experts: Sanjeev Kapoor (Sugarfree) • Actors: Amitabh Bachan (Reid & Taylor) • Sportsmen: Sachin Tendulkar (Aviva) • Others: Dell (Make your own path)

  45. How to choose a brand ambassador? • Aspirational amongst your Target Audience • Has a similar brand persona • Is not overused in media • Has a steady performance / character • Seen credible endorsing the product • Positive Cost-Benefit Analysis

  46. Limitations of a Brand Ambassador • Personality Baggage • Out of Control • Shared amongst Brands • Limited Shelf Life • Expensive

  47. Brand Character

  48. What is a Brand Character? • Creation of a character by the Marketer who: • Has all the dimensions of a per alive • Embodies the desired personality of the brand • Is a property of the brand • Helps deliver the brand message in communication and at the point-of-purchase

  49. Types of Brand Characters • Creator Character • KFC’s Colonel • Johny Walker • Brand Promise Character • MRF Man • Brand Personality Character • Fido • Ronald Mcdonald

  50. Conceptualising a Brand Character • What is its name? • Is it male? Female? • What is its purpose in life? • Where does it live? • What is a typical day in its life? • Who are its friends / enemies? Define the Character finally with the help of 4-6 adjectives.

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