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Brand Names, Logos, Packages and POP Materials

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Title: Brand Names, Logos, Packages and POP Materials


1
Brand Names, Logos, Packages and P-O-P Materials
  • 8

2
Chapter Eight Objectives
  • Understand the role of brand naming and the
    requirements for developing effective brand names
  • Explain five steps in the brand-naming process
  • Appreciate the role of logos
  • Describe the various elements underlying the
    creation of effective packages
  • Explain the VIEW model for evaluating package
    effectiveness Describe a five-step package-design
    process

3
Chapter Eight Objectives
  • Describe a five-step package-design process
  • Appreciate the role of point-of-purchase
    advertising
  • Discuss the Consumer Buying Habits Study and its
    implications for point-of-purchase advertising
  • Describe the role of displays in influencing
    brand sales

4
Brand Naming
  • Brand
  • A companys unique designation or
  • trademark, which distinguishes its
  • offering from other product category
  • entries

5
Brand Naming
  • New
  • corporate name and logo

6
Brand Naming
Lucent Technologies
McCann Erickson
7
Brand Naming
First Union
Hal Riney Partners
8
Power of Brand Name
  • Affects the speed with which consumers become
    aware of the brand
  • Influences the brands image
  • Plays major role in brand-equity information

9
Values of a Strong Brand Name
  • Consistent sales volume and revenue
  • A higher price and larger gross margin
  • Platform for introducing new brands
  • Leverage for manufacturer when dealing with
    distributors and retailers
  • Without a strong brand, the marketer is forced to
    compete with low-cost product

10
What Constitutes a Good Brand Name?
  • Distinguish the brand from competitive offerings
  • Describe the brand and its attributes
  • Achieve compatibility with a brands desired
    image and with its product design or packaging
  • Be memorable and easy to pronounce and spell

11
Brand Naming
  • Second Nature A name
  • compatible with the
  • brands desired image

12
Exceptions to the Rules
  • Some brands become successful in spite of their
    names
  • If the brand offers customers distinct advantages
    over alternative solutions to their problems
  • Advantages in using a relatively neutral name
    that marketing communications campaign can endow
    with intended meaning

13
The Brand Naming Process
  • Step 1 Specify Objectives for the Brand Name

Step 2 Create Candidate Brand Names
Step 3 Evaluate Candidates
Step 4 Chooses a Brand Name
Step 5 Register Trademark
14
The Role of Logos
  • Graphic design element that is related to the
    brand name
  • Companies use logos with or without brand names
  • Not all brand names possess a distinct logo but
    many do
  • e.g., the Nike swoosh, Ralph Laurens Polo

15
Good Logos
  • Recognized readily
  • Convey essentially the same meaning to all target
    members
  • Evoke positive feelings
  • Best strategy is to choose a design that is
    moderately elaborated rather than too simple or
    too complex

16
The Role of Logos
  • Sailor Jac, The famous Cracker Jack

17
Functions of the Package
  • Contain and protect the product
  • Draw attention to a brand
  • Break through competitive clutter at the point of
    purchase
  • Justify price/value to the consumer
  • Signify brand features and benefits
  • Motivate consumers brand choices

18
Issues in Packaging
Color
Design and Shape
Physical Materials
Product Information on Package
VIEW Model (Visibility, Information, Emotional
appeal, Workability)
19
Issues in Packaging
  • Vlasic introduces
  • new packaging

20
Packaging Structure
  • Color
  • Design,Shape
  • Size
  • Physical Materials
  • Information labeling

21
The Use of Color
  • Communicate quality, taste, and products ability
    to satisfy psychological needs
  • Affect people emotionally
  • Add elegance, prestige to products by using
    polished reflective surface
  • Meaning of color varies from culture to culture

22
Design and Shape Cues
  • Effective package design provides good eye flow
    and a point of focus
  • Evoke different feeling through the choice of
    slope, length, and thickness of lines
  • Horizontal(tranquillity), Vertical(strength),
    Slanted lines(upward movement)
  • Shapes also arouse certain emotions and have
    specific connotations
  • Curving lines(femininity), Sharp
    lines(masculinity)

23
Packaging Size
  • Satisfy the unique needs of various market
    segments
  • Represent different usage situations
  • Gain more shelf space in retail outlets

24
Physical Materials
  • The most important consideration should be the
    marketing-communications implications of the
    materials chosen rather than cost
  • Can arouse consumer emotions
  • Metal(strength, durability, coldness)
  • Plastics(lightness, cleanliness, cheapness)
  • Wood(masculinity), Velvet(femininity)

25
Product Information
  • Key words on the package information on the back
    panel, ingredients, warnings, pictures, and
    illustrations
  • Words new, improved, and free frequently appear
    on packages
  • Short, memorable slogan can facilitate the
    consumers retrieval of advertising content

26
Evaluating the Package The VIEW Model
Visibility
Information
Emotional Appeal
Workability
27
Evaluating the Package The VIEW Model
Visibility
  • Ability of a package to attract attention at the
    point of purchase
  • To have a package stand out on the shelf yet not
    to detract brands image
  • Special seasonal and holiday packaging as a way
    of attracting attention

28
Evaluating the Package The VIEW Model
Information
  • Product usage instructions, claimed benefits,
    slogans, and supplementary information
  • Avoid cluttering the package with excess
    information
  • Useful for
  • Stimulating trial purchases
  • Encouraging repeat purchase behavior
  • providing correct usage instruction

29
Evaluating the Package The VIEW Model
  • Illustration of packaging information for
    Gardenburger Veggie Patties

30
Evaluating the Package The VIEW Model
Emotional Appeal
  • The ability of a package to evoke a desired
    feeling or mood
  • CPM vs. HEM
  • Some packages emphasize informational content,
    while others heavily emphasize emotional content
  • Blend informational and emotional content so as
    to simultaneously appeal to consumers

31
Evaluating the Package The VIEW Model
  • The changing faces of Betty Crocker

32
Evaluating the Package The VIEW Model
  • Emotional
  • appeals in the
  • packaging of
  • WOW!

33
Evaluating the Package The VIEW Model
  • Rationale for
  • Tostitos
  • packaging
  • graphics

34
Evaluating the Package The VIEW Model
Workability
  • How a package functions (Does it)
  • Protect the product contents?
  • Simplify the consumers task in accessing and
    using the product?
  • Protect retailers against unintentional breakage
    from consumer handling and from pilferage?
  • Is the packaging environmentally friendly?

35
Designing a Package
Step 1 Specify Brand Positioning Objectives
Step 2 Conduct a Product Category Analysis
Step 3 Perform a Competitive Analysis
Step 4 Identify Salient Brand Attributes/Benefits
Step 5 Determine Communication Priorities
36
Point-of-Purchase Advertising
  • Point-of-purchasestore environment
  • A final opportunity to affect consumer behavior
  • Many product-and-brand choice decisions are made
    at this time
  • It is the time and place at which all elements of
    the sale (consumer, money and product) come
    together

37
Point-of-Purchase Materials
displays intended for six months or more
  • Permanent P-O-P

Temporary P-O-P
In-Store Media
38
Point-of-Purchase Displays
  • Permanent display
  • for candy bars

39
Point-of-Purchase Displays
  • Permanent display
  • for Sesame Street
  • toys

40
Point-of-Purchase Displays
  • Permanent display
  • for Kodak film

41
Point-of-Purchase Materials
displays intended for six months or more
  • Permanent P-O-P

displays intended for fewer than six months
Temporary P-O-P
In-Store Media
42
Point-of-Purchase Displays
  • Temporary display
  • for Alpo dog food

43
Point-of-Purchase Displays
  • Temporary display
  • for Michelob beer

44
Point-of-Purchase Displays
  • Temporary display
  • for Goldfish crackers

45
Point-of-Purchase Materials
displays intended for six months or more
  • Permanent P-O-P

displays intended for fewer than six months
Temporary P-O-P
executed by a third party (P-O-P radio, shopping
cart ads, shelf talkers, coupon dispensers, etc..)
In-Store Media
46
Point-of-Purchase Displays
  • ActMedia shelf talk
  • in-store advertising

47
Point-of-Purchase Displays
  • ActMedia
  • in-store
  • advertising cart

48
P-O-P Displays
  • Actmedia
  • instant
  • coupons

49
Accomplishments of P-O-P
Accomplishments For Manufacturers
  • Keeps the companys name and the brand name
    before the consumer and reinforces a brand image
  • Calls attention to sales promotions and helps
    stimulate impulse purchasing

50
Accomplishments of P-O-P
Service to Retailers
  • Increased revenue and profits
  • Helps to utilize available space to the best
    advantage
  • Enable to better organize shelf and floor space
    and to improve inventory control, volume, stock
    turnover, and profitability

51
Accomplishments of P-O-P
Value to Customers
  • P-O-P units deliver useful information and
    simplify the shopping process

52
Accomplishments of P-O-P
  • Synergistic Effect
  • Capstone for an integrated marketing
    communications program
  • When used in conjunction with advertisements and
    sales promotions, P-O-P can creative synergistic
    effect

53
Functions of P-O-P Materials
54
Functions of P-O-P Materials
  • Alert consumers to specific items and provide
    potentially useful information
  • Motion displays are expensive but especially
    effective to attract attention

55
Functions of P-O-P Materials
  • Encoding Specificity Principle
  • states that information recall is enhanced when
    the context in which people attempt to retrieve
    information is the same/similar to the manner in
    which they originally encoded the information

56
Consumer Buying Habits
57
Consumer Buying Habits
  • Promotion of
  • POPAI

58
Why P-O-P Displays Go Unused
  • Do not satisfy the retailers needs
  • Take up too much space
  • Too unwieldy/too difficult to set up/ flimsy
  • Lack eye appeal
  • Some retailers do not believe the displays
    increase sales

59
Other P-O-P Methods
  • Computerized units that
  • allow consumers
  • to obtain information
  • about the product
  • Interactive
  • Displays

Video Merchandising Centers
Audio and video presentations that perform
informational and transactional functions
60
Persuading Retailers to UseP-O-P Materials
  • P-O-P must satisfy the retailers need and the
    needs of the consumer
  • Right size and format
  • Fit the store décor
  • User friendly
  • Sent to stores when they are needed
  • Properly coordinated with other marketing
    communications program
  • Attractive, convenient, and useful for consumers
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