Академический Документы
Профессиональный Документы
Культура Документы
7.1
Choosing Brand Elements Brand name Logo Symbol Character Packaging g g Slogan Memorability Meaningfulness Appeal Transferability Adaptability p y Protectability Brand Awareness Recall Recognition Possible Outcomes Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases More inelastic response to price increases Brand Associations Relevance Consistency Desirable Deliverable Point-of-parity Point-of-difference Greater trade cooperation and support t Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations
Depth
Breadth Developing Marketing Programs Product Price Distribution channels Communications Tangible and intangible benefits Value perceptions Integratepush and pull Mix and match options
Purchase Consumption
Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event
Strong
Unique
7.2
7.3
MeaningMeaning-type associations
Product or service performance Product or service imagery
7.5
CoCo-Branding
Occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion Examples:
Sony Ericsson Yoplait Trix Yogurt Nestle Nestles Cheerios Cookie Bars
7.6
Advantages of Co-Branding CoBorrow needed expertise Leverage equity you dont have don Reduce cost of product introduction Expand brand meaning into related categories
Broaden meaning Increase access points i
7.7
Disadvantages of Co-Branding CoLoss of control Risk of brand equity dilution Negative feedback effects Lack of brand focus and clarity Organizational distractions
7.8
Ingredient Branding
A special case of co-branding that involves cocreating brand equity for materials, components, or parts that are necessarily contained within t th t il t i d ithi other branded products Examples:
Betty Crocker baking mixes with Hersheys Hershey chocolate syrup Intel i id I t l inside
7.9
Licensing
Involves contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands for some fixed fee Examples:
Entertainment (Star Wars, Jurassic Park, etc.) Television and cartoon characters (The Simpsons) Designer apparel and accessories (Calvin Klein, Pierre Cardin, etc ) Cardin etc.)
7.10
Celebrity Endorsement
Draws attention to the brand Shapes the perceptions of the brand Celebrity should have a high level of visibility and a rich set of useful associations, judgments, ,j g , and feelings Q-Ratings to evaluate celebrities e al ate
7.11
ThirdThird-Party Sources
Marketers can create secondary associations in a k d number of different ways by linking the brand to various third-party sources. thirdThird-p y Third-party sources can be especially credible p y sources. Marketers often feature them in advertising campaigns and selling efforts .
Example: J D Power and Ass i t s well-p bli iz d E mpl J.D. P r nd Associates well-publicized ll Customer Satisfaction Index
7.14