Cultivating Brand Equity

Step 1: Selecting Brand elements

Symbols
Criteria

Step 2: Creating Associations

Integrated marketing communications
Effective advertising communication
Effective promotion, pricing, placement
Brand Elements

Summarize associations
Aid retrieval of brand information
Simplify new learning

2
 Brand Elements

Brand
URLs
names

Slogans Elements
Logos

Characters Symbols
Brand Elements Choice Criteria:
General Considerations
Memorable Adaptable
Easily Recognized Flexible &
Easily Recalled Updateable
Meaningful Protectable
Credible & Suggestive Legally
Rich Visual & Verbal Competitively
Imagery
Transferrable
Appealing Within & Across Product
Fun & Interesting Categories
Aesthetics Across Geographical
Boundaries & Cultures
Brands. What’s in a Name ?
Brand Name

“Is there a
particular type
of name that will
guarantee brand
success ?
Some strong Brands
Coca Cola
IBM
Schweppes
Marlboro
Kodak
Mercedes
Lexus

Provided there is a consistent effort over time to

give meaning to this name
Brand name must be chosen with
a view to the brands future and
destiny,
not in relation to
specific market and product
situation
at the time of its birth
 Descriptive Names
Most of the time managers want
the brand name to describe what
the product does
The denotative names

Brands don’t describe the

products
Brands distinguish the products
 The Brand Name
The name must serve to add
extra meaning to convey the
spirit of the brand

It must convey brands durable

uniqueness and not just the
characteristic of the temporary
 The Brand Name

The Brand is not a product.

Brand name therefore should not

describe what the product does
but reveal a difference.
 The Brand Name

This uniqueness has to do much

more with the other facets of
brand identity than with the
physique

Its culture, its personality, its

relationships etc
 Thinking about a new brand
Short & Simple
Easy to Spell & Read
Easy to Recognize & Remember
Easy to Pronounce
Can Pronounce in Only One Way
Can Pronounce in All Languages
Suggests Product Benefits
Meets Packaging/Labeling Needs
No Undesirable Imagery
Always Timely
Adapts to Any Advertising Medium
Legally Available for Use
Brand Name
• Short and simple
• Easy to spell and read
• Easy to recognize and remember
• Easy to pronounce
• Can be pronounced in only one way
• Can be pronounced in all languages (for international markets)
• Suggestive of product benefits
• Adaptable to packaging / labeling needs
• No undesirable imagery
• Always timely (does not get out-of-date)
• Adaptable to any advertising medium
• Legally available for use (not in use by another firm)
Brand Name Types

Actual words
Energizer
Coined (Descriptive)
Microsoft
Coined (Abstract)
Maytag
Acronym Names
GE
Logos and Symbols

Word Marks:

Abstract Logos:

Literal Logos:
Apple Company was born on April 1, 1976

Steven Wozniak and Steven Jobs were

co-founders.
 The name "Apple Computer"
came from the music label of
the Beatles, Apple records
Company.

Steve Jobs came up

with the name in
early 1976.
In 1976, the first Apple logo was
designed by Ron Wayne.

In 1977, Jobs asked the art

designer Rob Janoff to design the
new Apple logo.

In 1997, Steve Jobs decided to drop

the multi-colored Apple logo and
replace it by a solid-colored logo.
 Apples slogans
 "Changing the world - one person at a time" -

(mid-1980s)

 "The computer for the rest of us" - (1984)

 "The power to be your best" –

(1980s and 1990s)
 "Think different" - (1997-2002)

 "I think, therefore iMac", based on René

Descartes famous line,
"I think, therefore I am"
(Cogito ergo sum). (1998)

 "Everything is easier on a Mac" - (2002-)

Deciding to call it Apple they wanted to
emphasize the unconventional nature of
the brand.
With this choice the brand demonstrated
its value: in refusing to idolise computer
science. Apple was in fact preparing to
completely overturn the traditional human
machine relationship.
The machine had, indeed, to become,
something to enjoy rather than to revere
or fear.
 The Brand Name
A brand name that simply
describes the product and
products function will not be able
to differentiate the brand from
copies or generic products

descriptive brand name boils

down to making a brand a
generic product in the long run
 Consider Copy Phenomena

Like Vibramycine or Terramycine

Ranitidine is zantac whereas
cimetidine is Tagamet
 Think internationally

Suze is a bitter French vine just

almost means sweet in German.
Nike cannot be registered in
many Arab countries

1300 common words in 7

European languages
 Think

Choose abstract names which,

having no previous meaning
can thus create their own.
Punch Lines

 More car per car……….TATA Indica V2

 Spoil yourself…………..TATA Indigo
 Lets make things better……Philips
 For a special journey called life…..Chevrolet
 The difference is German engineering….Corsa
 Express yourself……Airtel
 For Managing Tomorrow…..Business Today
Coke gets it wrong

The name Coca-Cola in China was first rendered

as Ke-kou-ke-la. Unfortunately, the Coke
company did not discover until after thousands
of signs had been printed that the phrase means
“bite the wax tadpole” or “female horse stuffed
with wax” depending on the dialect.
Coke gets it right?

Coke then researched 40,000 Chinese characters

and found a close phonetic equivalent “ko-kou-
ko-le”, which can be loosely translated as
“happiness in the mouth”.
(competition in 1930s)
Pepsi and KFC

In Taiwan, the translation of the Pepsi slogan

“Come alive with the Pepsi Generation” came
out as “Pepsi will bring your ancestors back from
the dead.”
Also in Chinese, the Kentucky Fried Chicken
slogan “finger-lickin’ good” came out as “eat your
fingers off.”
Divided by a common language

In an effort to boost orange juice sales in

predominantly continental breakfast eating
England, a campaign was devised to extol the
drink’s eye-opening, pick-me-up qualities.
Hence the slogan, “Orange juice. It gets your
pecker up”.
Sanitary & Phytosanitary (SPS)
regulations
sanitary (human and animal health) measures and
phytosanitary (plant health)
Often used as non-tariff barrier (NTB)
eg fireblight – big dispute with Australia
Essential to preserve good reputation of exports
Eg Listeria in NZ cheese to Holland