Choosing the Right Brand Elements

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Transcript Choosing the Right Brand Elements

 key element of a brand's identity, and contribute to a brand's equity
 almost all brands employ slogans
 they enhance a brand's image
 aid in its recognition and recall
 help create brand differentiation
 consensus on the importance of the device itself BUT little agreement to what constitutes a successful
 marketing managers use slogans extensively BUT it’s problematic creating them
  ineffective use of slogans
  surprisingly poor linkage between a brand and its slogan
 surveyed articles from a variety of academic streams related to slogans, and also looked at industry
publications for relevant case studies
 Proposal of a series of guidelines for the strategy behind slogans and on creation and utilization of effective
 findings should be of use to business practitioners
 gives core identity
 anchor for a brand's image, and cannot be changed easily
 serve as visual cues for faster processing and universal recognition
of brands across different languages and cultures
 rarely changed
 sometimes modified or updated
 supporting role in brand identity
 most often no longer than a word or two, cannot say much in a literal sense
 lack the inherent ability to say much about the product
  this task is left to advertising over the long run
 Brand names don’t change, they AQRE the brands
 Brand Logos can be modified or changed over time
to be contemporary
 Slogans can be a bridge to facilitate this change
 changes in slogans were carefully considered their marketing and advertising
 developed the new slogans as a positive response to changes in factors such as
demographics, consumer preferences, and competitive environment
 Campbell Soup's shift
 “M'm! M'm! Good” to “Never Underestimate the Power of Soup”
 was seen as an attempt to make soup more relevant to the everyday lifestyle
 change in slogan is considered a clear signal of the management's intent, significant
enough to influence the marketplace and to create a buzz in the media
(1) enhancing brand
awareness and
(2) creating, supporting,
or changing the brand's
image or perceptions
 “priming,” frequent and recent ideas come to mind more readily than ideas that have
not been activated recently
 efficacy of priming has been demonstrated in a variety of cognitive tasks, such as
naming objects or identifying words
 Experiment priming + brand extension: consumers chose brand extensions similar
to the primed attributes
 Slogans in jingles better than in recall and memory - WHY?
 jingles - carefully coordinated with the other message content and the amount of
information processing
 Shorter slogans learned more quickly than complex ones
 increasing complexity of phrases through the use of figurative devices may enhance
their appreciation, e.g., thorough ambiguity
 whereby people report that they have seen a slogan used in advertising, even when it
is fictitious
 Business Week survey of 500 people
 Among 30 prominent brands, the median proportion of correct linkages was 6%.
 Slogans were used to prime various attributes of a fictitious brand of soup,
 “nutrition,” Respondents - potential brand extensions - all being food products.
 brand extension evaluated most favorably among brand extensions when perceived to
be most consistent with primed attributes