Marketing

Brand Management Part 2

This is Brand Management Part 2. Our learning objectives today include describe the characteristics of effective logos, slogans, color usage, and typography and explain the challenges of creating or changing a brand's image.

A well-designed logo, name, and slogan helps consumers remember specific brands and

associated promotions and advertisements. There are three main elements that consumers

associate with a brand's identity, including the logo, brand name, and slogan, although not

every brand has or needs a slogan. There are four tests of quality logos and brand names. In

the eyes of the consumer, they must be recognizable, familiar, elicit feelings of trust and

authenticity, and evoke motivations to purchase.

The use of color and its association to a brand's image is critical. It's a critical determination,

as color evokes different reactions and emotions. Red evokes the strongest emotions. Think

about yourself in a grocery store and-- or the next time you're in a grocery store, look around

you and see how often you see the color red. You'll be surprised.

Yellow evokes happiness and contentment and is often used in marketing to children. School

buses are yellow for a reason. Can you imagine being picked up by a dark gray school bus

when you were a kid? I wouldn't get on it.

You see orange used often in food packaging, especially with junk food and candy. Reese's Peanut Butter Cups, anybody? Black, grays, and whites are often used in luxury goods

marketing to convey top quality and sophistication.

The typography or font styles that we choose are also critically important. These examples

belong on the don't do list and are actual logos. If you look at the image carefully-- both

images carefully, you will understand why.

Brand parity is often a problem for marketers. Consumers conclude that few tangible

distinctions exist between competing brands. This can lead to brand switching and low brand

loyalty. The following three slides are examples of brand parity-- tomato soup by Campbell's

and Heinz, milk chocolate bars by Dove and Hershey's, and pizza from Papa John's and

Domino's Pizza.

There are times when a brand wants to either refresh or completely change its brand image. This can be very tricky and result in confusion at point of sale. Tropicana experienced this

issue when it tried to change its brand image in 2009.

However, they learned four important lessons from this mistake including-- one, consumers

feel an emotional bond with the appearance of the product they love so much; two, branding

elements on packaging should not all be changed at once. It should be a gradual process

because, again, you don't want to confuse people at point of sale. Packaging is the silent

salesperson. And, finally, advertising and packaging design have different communication

rules.

Ethical issues stemming from a brand's identity can plague brand managers. The most

common is brand infringement. When a company creates a brand name that closely

resembles another popular brand name-- a real-life example of this is Victor's Secret versus Victoria's Secret. Brand infringement becomes even tougher when brand names evolve into

generic names, such as Band-Aid. The product Band-Aid had to trademark its name to BandAid Brand Strips to prevent competition from using their name.

Our learning objectives today included describe the characteristics of effective logos, slogans,

color usage and typography and, two, explain the challenges of creating or changing a brand's

image. I hope you enjoyed this session. And I will see you next time.