Product and Brand Management
Difference between product and brand
Product
In marketing, product is anything that can be offered to the market that may satisfy the needs of certain individual or market. Product is more than just a material object. It includes bundle of benefits that consumer may achieve on purchasing it
Difference between product and brand
Brand
Brand is a symbolic manifestation of all the information connected with a company, product, or service A brand is typically composed of a name, logo, and other visual elements such as images, colors and icons. Brand not only gives functional benefits to customers but also emotional and self expressive benefits
Brand elements
Brand Elements
Brand Elements are trademarkable devices that help to differentiate the brand from other products. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packaging etc.
Why Brand Elements?
To enhance brand awareness To generate strong and unique brand associations
Criteria for Choosing Brand Elements
1. 2. 3. 4. 5. 6. Memorabiltiy Meaningfulness Likability Transferability Adaptability Protectability
Memorability
Easily recognized Easily recalled
Meaningfulness
Product category Key attributes or benefits
Examples of Meaningfulness
Meaningfulness of Google
The word google is a modification of the word googol which means one followed by a hundred zeros Thus it refers to the immensity of google. Googles core competency is web-searching Hence the brand name refers to the huge quantity of data that it can search
Meaningfulness of Intel
The word Intel is a combination of the words intelligent electronics. The name suggests that it is an electronics company that delivers better, even intelligent products
Meaningfulness of Vodafone
The word Vodafone is a combination of the words voice data fone The word refers to the capability of Vodafone to deliver voice and data through phone lines, which was its initial services
Likability
The brand element should be
Aesthetically pleasing
Convey a rich verbal/visual imagery
Transferability
The brand element should be able to:
Reach various product categories Flexible with geographic and cultural changes
Adaptability
Protectability
Brand elements should be such that they can be:
Legally protected internationally, via use of trademarks/copyrights Formally registered with appropriate legal bodies Defend trademarks from unauthorized infringement
Brand elements
Brand Names & URLs Logos & Symbols Characters Slogans & Jingles Packaging & Signage
Brand Names & URLs
Ease of pronunciation and spelling Familiarity Differentiated and Unique
Naming Procedures of a Brand
Define Objectives Convey the general meaning that the brand should convey Generate names Create as many names and concepts as possible Use help from employees, customers, consultants, ad agencies etc. Screen Initial Candidates Screen all names which has relevance with the objectives of the brand
Naming Procedures of a Brand
Study Candidate Names Make legal search of which brand names are available, in each state and country to avoid trademark issues Research Final Candidates Make consumer survey as to how customers might accept the brand name Select the final name From previous research, the name chosen should be formally registered and trademarked
Logos and Symbols
Logos and Symbols have visual elements which plays critical role in creating brand awareness Logos have been used previously by kings on their flags and arms
Example of Logos
Name Only Motorola Buick US West Mercury 29 30 29 31
Full Logo
Percentage Points 45
46
37 38 62 66
Cadillac
Nike
53
57
Benefits of Logos and Symbols
Due to the non-verbal and abstract nature of logos, they transcend across geographies and cultures Logos serve as an umbrella as a wide range of products The increase brand awareness and recall by leaps and bounds
Characters
Characters are human or life-like brand symbols that take the characteristics of the brand. They are usually introduced through advertising campaigns Brand characters can also be negative in the sense that they dominate other brand elements and decrease brand awareness
Examples of Brand Characters
Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand They often appear in advertising They function as hooks to help consumers understand the meaning of the brand Eg: Hungry Kya? by Dominos Pizza Eg: Isse sasta aur achcha kahin nahi by Big Bazaar
Jingles
Jingles are musical messages written around the brand Usually composed by professional songwriters and musicians Successful jingles are registered in the minds of the listeners It was popular early when the primary broadcast medium was radio Convey brand benefits and product meaning in a fairly abstract manner
Packaging
Packaging is the activity of designing and producing containers or wrappers for a product Packaging must achieve a variety of objectives. Some of them are:
Enhance aesthetic value Convey the descriptive and persuasive information Facilitate product transportation and protection
Branding elements A pictorial Overview
Brand Names URLs Logos and Symbols Characters Slogans Packaging
Brand Awareness
Brand Elements
Brand Associations
Generate brand elements for following products
Toothpaste Burger Shampoo Hair oil Fairness cream Ice cream Chocolate Pizza
Generate brand elements
Brand Names & URLs Logos & Symbols Characters Slogans Jingles Packaging
