Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Building Brand Equity: A Long-Term Business Investment

Building Brand Equity: A Long-Term Business Investment

Ratings: (0)|Views: 70 |Likes:
Just like a home builds equity, your brand builds equity over time. The process begins with choices on color palette, logo and tagline, and is reinforced over time with careful planning, positioning and consistency.
Just like a home builds equity, your brand builds equity over time. The process begins with choices on color palette, logo and tagline, and is reinforced over time with careful planning, positioning and consistency.

More info:

Published by: Traci Hayner Vanover on Oct 20, 2010
Copyright:Attribution Non-commercial No-derivs

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as TXT, PDF, TXT or read online from Scribd
See more
See less

05/12/2014

pdf

text

original

 
Justlikeahomebuildsequity,yourbrandbuildsequityovertime.Theprocessbeginswithchoicesoncolorpalette,logoandtagline,andisreinforcedovertimewithcarefulplanning,positioningandconsistency.Manyyearsago,Iworkedinmarketingresearch.Itwasalwaysinterestingtoseehowmanyconsumerscouldpickoutaspecificbrandorproductbyitspackagedesignorcolor.Stillotherscouldmaketheconnectionsimplyfromafont.Whenyouframethoseresultswithinthecontextofexpertbranding,theresultsareactuallynotallthatsurprising.BuildingYourSignatureBrandMarketresearchstudieshaveconsistentlyproventhatconsumersoftenidentifyaproductonasubliminallevelbytheshapeofthepackage,aswellasitscolor.Consumersaremakinganoteofthesethings,andtheydon’tevenrealizeit.Knowingthis,it’sinamarketer’sbestinteresttobeginbuildingastrongbrandfoundationrightoutofthegate—onethatwillbuildequityforthemovertime.Theshapeandcolorofyourpackaging,orthefontusedinyourlogocanhelpillustratethepersonalityofyourbrandtoacustomer,andmakeitimmediatelyrecognizable.My“GoodGrief”MomentNeverwasbrandrecognitionmoreapparenttomethanthefirsttimeImadeoutashoppinglistformyhusband.Afterseveralitems,Iwascarefultoincludeashortdescriptionoftheitem—includingthepackagesizeandcolor.Didithelphimfindthenoteditems?We’llprobablyneverknow.Guysaren’texactlyforthcomingaboutthesethings—evenifit’sinthenameof(marketing)science.RaiseaGlasstoCoca-Cola®Coca-Cola®hasusedtheirdistinctivecontouredbottleformanyyears;adetailthatmadethetransitionfromglasstoplastic–andthisdesignhasevenbeenincorporatedintotheircannedsodabyusingthecurvedlinesthatmimicthecontouredbottle.Ifyouweretoseeanemptyplasticsodabottle,andnotedthatcurvedcontour,mostofuswouldimmediatelyrecognizeitasaCoke®brandbottle—eveniftheirtrademarkedredlabelingwasremoved.Iwassuchaloyalcustomerthatbackinmysoda-drinkingheyday,IcouldspotaCoca-Cola®coolerinthestorefrom6aislesaway.Now,thatmaywellbeasmuchafactorofmyaddictiontothebubblybeverageasitwastotheirbrandequity—butI’llleavethatforyoutojudge.Bottomline—youcertainlywantyourimagetokeeppacewiththetimes,butchangingfromalong-establishedoreasilyrecognizedpackageorlabelcanbedetrimental.GonetotheDogsOfcourseweallknowthatitisimportanttohaveavisuallyattractiveproductpackage.Thisiscertainlytrueinaretailsetting–whetheryouareinabrick-and-mortar,orvirtualstore.ThreeDogBakeryisanexcellentexampleofconveyingquality,personalityandcompanymissioninacleverandmemorableway.Thesite,aswellastheirretailoutletsarethemedtotheirmarket,andfeaturewhimsicalcartooncharacters.Clevernames,suchastheirDogalog®,reinforcethebrandandcreatetheirownlanguagefortheirproducts.Thewebsitegivesdetailedinformationonthecompany,itsfounders,thepetsthatinspiredthebusiness,andmanyprojectsthatthecompanyisinvolvedin–allofwhichreflectanongoingcommitmenttotheconsumersandthemarketthattheyserve.

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->