1 Brand Naming Brand A company’s unique designation or trademark, which distinguishes its offering from other product category entries.

2 Power of Brand Name Affects the speed with which consumers become aware of the brand Influences the brand’s image Plays major role in brand-equity information

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

4 Brand Naming Second Nature: A name compatible with the brand’s desired image

5 Brand Naming A new brand name

6 Exceptions to the “Rules” Some brands become successful in spite of their names The first brand in a new product category can be successful regardless of its name if it offers distinct advantages. Brand Managers sometimes choose names that are intentionally meaningless at inception, like “Lucent Technologies.”

7 The Brand Naming Process Step 1 Step 1: Specify Objectives for the Brand Name Step 2 Step 2: Create Candidate Brand Names Step 3 Step 3: Evaluate Candidates Step 4 Step 4: Choose a Brand Name Step 5 Step 5: Register Trademark

8 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 Lauren’s Polo

9 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

10 The Role of Logos

11 The Role of Logos Cingular’s logo

12 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

13 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.

14 Issues in Packaging Color Design and Shape Physical Materials Product Information on Package * VIEW Model (Visibility, Information, Emotional appeal, Workability) Packaging Size

15 Packaging Structure Color Design,Shape Size Physical Materials

16 Communicate quality, taste, and product’s 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 Color Design, Shape Size Physical Materials The Use of Color

17 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) Color Design, Shape Size Physical Materials

18 Packaging Size Satisfy the unique needs of various market segments Represent different usage situations Gain more shelf space in retail outlets Color Design, Shape Size Physical Materials

19 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) Color Design, Shape Size Physical Materials

20 Evaluating the Package: The VIEW Model I I nformation W W orkability E E motional Appeal V V isibility

21 The VIEW Model Visibility: An Effective Seasonal Package Design

22 Evaluating the Package: The VIEW Model 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 brand’s image Special seasonal and holiday packaging as a way of attracting attention V V isibility

23 Evaluating the Package: The VIEW Model 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 I I nformation

24 Information: Frito Lay’s Smart Snack Label

25 Evaluating the Package: The VIEW Model 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 E E motional Appeal

26 Evaluating the Package: The VIEW Model The changing faces of Betty Crocker

27 Evaluating the Package: The VIEW Model How a package functions (Does it…) Protect the product contents? Simplify the consumer’s task in accessing and using the product? Protect retailers against unintentional breakage from consumer handling and from pilferage? Is the packaging environmentally friendly? W W orkability

28 Dutch Boy’s “Workable” Package

29 Quantifying the VIEW model Components

30 Designing a Package