Content Extracted from “Strategic Brand Management” 3rd Edition Authors: Kevin Lane Keller M.G. Parameswaran Issac Jacob Presentation developed from SLIM Diploma In Brand Management Students Presentation developed by Leroy J. Ebert

1. Leroy J. Ebert DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand
Management

2. 
 Are sometimes called brand identities, are those
trade-markable devices that serve to identify and
differentiate the brand.
 Brand names i.e. apple, URL’s, logos, symbols,
characters, spokespeople, slogans, jingles, packages
and signage
 Brand elements need to be used to enhance brand
awareness (Brand Salience)
Brand Elements

3. 
 Memorability: Easily Recognized, Easily Recalled
 Meaningfulness: Descriptive, Persuasive
 Likability: Fun & Interesting, Rich Visual And Verbal
Imagery, Aesthetically Pleasing
 Transferability: Within And Across Product
Categories, Across Geographic Boundaries And
Cultures
 Adaptability: Flexible, Updatable
 Protectability: Legally, Competitively
Criteria for Choosing Brand
Elements

4. 
 Page 146 Figure 4-1
Ten Global Branding
Mishaps

5. 
 Descriptive: Describes function literally; generally
unregisterable i.e. Singapore airlines
 Suggestive: Suggestive of a benefit or function i.e. head
and shoulders, clear
 Compounds: combinations of 2 or more, often unexpected
words. i.e. RedHat
 Classical: Based on Latin, Greek or Sanskrit i.e. Nike
 Arbitrary: real words with no obvious tie in to company
i.e. apple, orange, mango
 Fanciful: Coined words with no obvious meaning i.e.
Vodafone
Landor’s Brand Name
Taxonomy

6. 
 Brand Names that are simple and easy to pronounce
or spell, familiar and meaningful, and different,
distinctive and unusual can obviously improve
brand awareness
1. Simplicity and ease of pronunciation and spelling
2. Familiarity and meaningfulness
3. Differentiated, distinctive and unique
Brand Awareness

7. 
 The brand name is a compact form of communication
 The explicit and implicit meanings consumers extract from it
are important
 The brand name can reinforce an important attribute or benefit
association that makes up its product positioning i.e. head and
shoulders, clear, energizer, close up.
 i.e. consumers will find it easier to believe that a laundry
detergent “adds fresh scent” to clothes if it has a name like
“Blossom”
 However brand names that enforce a positioning may find it
difficult to reinforce another association like “tough on stains”
 Letters and numeric and alphanumeric also have associations
and can be a part of a naming strategy
Brand Associations

8. 
 Define objective
 Generate names
 Screen initial candidates i.e. cannot pronounce,
double meaning, already in use, against the
positioning
 Study the candidates names i.e. international legal
search
 Research the final candidates i.e. consumer research
 Select the final names
Naming Procedures

9. 
 Uniform resource locators or Domain names
 Every 3 letter combination and virtually all words in the
typical English dictionary have been registered
 Companies change their brand name due to unavailability
of simple brand names i.e. Andersen Consulting to
Accenture
 Another issue faced by brands are unauthorized use of
brand name in other domains or domains that are similar
in nature that could mislead the consumer
 Brand recall is important when it comes to URL, if you
cannot remember you cannot go onto the site
URL’s

10. 
 Brands with strong word marks
 Examples of abstract designs
 Literal representation of the brand name
Logo’s and Symbols

11. 
 Improves visibility
 Enforces human values and characteristics than
other elements
 Provides licensing properties
Characters

12. 
 Slogans are short phrases that communicate
descriptive or persuasive information about the
brand
 Often appear in advertising but play a role in
packaging
 Extremely efficient short hand to build brand equity
 Helps consumers grasp the meaning of brands
Slogans

13. 
 Finger licking good?
 Impossible is nothing?
 Just do it?
 Ultimate driving machine?
 The Future today?
 Its about you?
 The worlds local bank?
 Have a break?
 Can you think of a bad slogan? Why do you say so?
Slogans Quiz

14. 
 Jingles are musical messages written around the
brand
 Often developed by professional song writers, can be
catchy enough to permanently register in the minds
of the consumer
 Helps to improve brand awareness
 Consumers mentally rehearse or repeat catchy
jingles after the ad is over
Jingle 1 - Coke Jingle 2- Idea Jingle 3 – Anchor Butter
Jingles

15. 
 Identify the brand
 Convey descriptive and persuasive information
 Facilitate product transportation and protection
 Assist at home storage
 Aid product consumption
Packaging

16. 
 Last 5 seconds of marketing
 Silent salesman
 Permanent media
 Can packaging establish the brand promise within 3
seconds and 15 feet away? Then you have a winner
Packaging to Improve
Brand Image

17. 
 Packaging innovation help to gain short term growth
in sales.
 Why short term, because it can be copied
Packaging Innovations

18. 
 Need to stand out
 Need to have “shelf impact”
 There is a science that goes into packaging
 Colours, text, design etc.
 Some products are linked with colour
 So are brands
Package Design

19. 
 Do you think packaging changes are expensive?
 Reasons firms change their packaging?
 To signal a higher price
 To sell effectively sell through new or shifting distribution
channels
 Product line expansion
 To introduce new product innovations
 The old package looks outdated
 Do not change the packaging to confuse the customer.
The customer will not recognize the brand
 Packaging is considered to be the 5th P of the marketing
mix
Package Changes

20. 
 Question 1
Discussion Questions

21. 
Content Extracted from “Strategic Brand Management” 3rd
Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand
Management Students
Presentation developed by Leroy J. Ebert (27th Feb 2014)