Brand Names, Logos, Packages, and Point-of-Purchase Materials - PowerPoint PPT Presentation

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Brand Names, Logos, Packages, and Point-of-Purchase Materials

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Title: Brand Names, Logos, Packages, and Point-of-Purchase Materials


1
Chapter Seven
Facilitation of Product Adoption, Brand Naming,
and Packaging
? 2007 Thomson South-Western
2
Chapter Seven Objectives
  • Appreciate marcoms role in facilitating the
    introduction of new products.
  • Explain the innovation-related characteristics
    that influence adoption of new products.
  • Understand efforts employed by marketing
    communicators to manage the diffusion process.
  • Appreciate word-of-mouth communications in
    facilitating new product adoption.

3
Chapter Seven Objectives
  • Be familiar with the role of buzz in
    facilitating product adoption.
  • Understand the role of brand naming and the
    requirements for developing effective brand
    names.
  • Explain the activities involved in the
    brand-naming process.

4
Chapter Seven Objectives
  • 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.

5
Marcom and New Product Adoption
  • Introducing new products is essential for most
    companies success and long-term growth
  • New idea and product failure-rate estimated
    35-45
  • Marketing communications facilitate successful
    new product introductions and reduce the product
    failure rate

6
New-Product Adoption Process Model
  • Three stages of adopting a new product

Awareness Class
Trier Class
Repeater Class
7
Relative Advantage
  • A product innovation is perceived as better than
    existing alternatives
  • Positively correlated with an innovations
    adoption rate
  • Exist when a new product offers
  • Better performance, increased comfort, saving in
    time and effort, or immediacy of reward

8
Compatibility
  • An innovation is perceived to fit into a persons
    way of doing things
  • The greater compatibility, the more rapid a
    products rate of adoption
  • Overcome perception of incompatibility through
    heavy advertising to persuade consumers

9
Complexity
  • An innovations degree of perceived difficulty
  • The more difficult, the slower the rate of
    adoption

10
Trialability
  • An innovation can be used on a limited basis
    prior to making a full blown commitment
  • The trial experience serves to reduce the risk of
    a consumers being dissatisfied with a product
    after having permanently committed to it through
    outright purchase

11
Observability
  • The product user or other people can observe the
    positive effects of new product usage
  • Higher the visibility, more rapid the adoption
    rate

12
Managing the Diffusion Process
  • Objectives

1. Secure sales quickly - rapid takeoff
2. Achieve rapid acceleration - rapid
acceleration
3. Secure maximum sales potential - maximum
penetration
4. Maintain sales as long as possible -
long-run franchise
13
Stimulating Word of Mouth Influence
  • Impersonal sources information received from
    television, magazines, the Internet, and other
    mass-media sources
  • Personal sources word-of-mouth influence from
    friends, acquaintances, and from business
    associates

14
Opinion Leader
  • A person who frequently influences other
    individuals attitudes or overt behavior
  • An informer, persuader, and confirmer
  • Influence is typically limited to one or several
    consumption topics
  • Influence moves horizontally through a social
    class

15
Opinion Leaders
  • Market Mavens
  • Individuals who have information about
  • many kinds of products, places to shop,
  • and other facets of markets, and initiate
  • discussions with consumers and respond
  • to requests from customers from market
  • information.

16
Stimulating Word of Mouth Influence
  • Positive word-of-mouth communication is critical
    in the success of a new product of service
  • Unfavorable WOM has devastating effects because
    consumers seem to place more weight on negative
    information in making evaluations

17
Creating Buzz
  • The systematic and organized effort to encourage
    people to talk favorably about a particular item
    (a product, service, or specific brand) and to
    recommend its usage to others.


18
Creating an Epidemic
  • The law of the few
  • The stickiness factor
  • The power of context

19
Igniting Explosive Self-Generating Demand
  • Design the product to be unique or visible.
  • Select and seed the vanguard.
  • Ration supply.
  • Use celebrity icons.
  • Tap the power of lists.
  • Nurture the grass roots.

20
Brand Naming
  • Brand
  • A companys unique designation or
  • trademark, which distinguishes its
  • offering from other product category
  • entries.

21
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

22
The Brand Naming Process
  • Step 1 Specify Objectives for the Brand Name

Step 2 Create Candidate Brand Names
Step 3 Evaluate Candidates
Step 4 Choose a Brand Name
Step 5 Register Trademark
23
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

24
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

25
Packaging Structure
  • Sensation Transference a tendency to impute
    characteristics from a package to the brand
    itself.
  • Gestalt-consumers react to the unified whole of
    the package not the individual parts.

26
Packaging Structure
  • Color
  • Design,Shape
  • Size
  • Physical Materials

27
Evaluating the Package The VIEW Model
Visibility
Information
Emotional Appeal
Workability
28
Designing a Package
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