Brand Management

1. Select any four brands and discuss at least five brand elements for each of them ( for
brand logo and sign you have to print the exact logo and sign) (9 points)

Brand elements, sometimes called brand identities, are those trademark able devices that
serve to identify and differentiate the brand. The main ones are brand names, URLs, logos,
symbols, characters, spokespeople, slogans, jingles, packages, and signage.

 Brand name: the word or words used to identify a company, product, service, or concept. It
differentiates you from competitors, make and emotional connection with your audience, and help to build
a brand that ignites the passions of your customer.
 URLs (Uniform Resource Locators): specify locations of pages on the web and are also commonly
referred to as domain names. Anyone wishing to own a specific URL must register and pay for the name.
 Logos and symbols:the visual trademark that identifies a brand. Logos range from corporate names or
trademarks (word marks with text only) written in a distinctive form, to entirely abstract designs that may
be completely unrelated to the work mark, corporate name, or corporate activities.
 Characters: it represent a special type of brand symbol one that takes on human or real-life
characteristics. Brand characters typically are introduced through advertising and can play a central role in
ad campaigns and package designs.
 Slogan: Slogans are short phrases that communicate descriptive or persuasive information about the
brand. They often appear in advertising but can play an important role on packaging and in other aspects
of the marketing program.
 Jungle: Jungles are musical messages written around the brand. Typically composed by professional
songwriters, they often have enough catchy hooks and choruses to become almost permanently registered
in the minds of listeners.
 Packaging: packaging is the activity of designing and producing containers or wrappers for a
product.

Brands with different brand element

NIVEA
The Nivea brand is one of the most recognized skin and body-care brand in the world, owned by
the German company Beiersdorf. The company was founded on March 28 1882 by pharmacist
Carl Paul Beiersdorf. Meanwhile, the NIVEA brand has established itself on all fronts in the

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cosmetics industry, apart from the also-classic body lotion she produces vast series of shower
gels, shampoos, hair styling products and creams for all skin types.

NIVEA’s color

Since 1925, the color NIVEA, as it is used on the legendary blue NIVEA Cream has stood for the
brand values of NIVEA. NIVEA Blue stands for Trust, Closeness and Care Competence. It is the
“face” of the brand and the foundation for the global design language of NIVEA products. Its
wide use over a long period and across the brand portfolio has ensured that consumers around the
world associate the characteristic blue with the absolute highest skin care competence. Today the
entire global design of NIVEA is oriented on the blue brand identity, which offers very high
recognition value.

NIVEA’s Brand Name

Eucerit is the first name of NIVEA that

comes from ancient Greek word means
‘‘Beautiful wax’’. The other well-
known tagline name “mother of all
creams” was named for its pure white color, and the word NIVEA is derived from the Latin word
“niveus/nivea/niveum”, meaning "snow-white".

NIVEA’s logo

NIVEA logo has gone through numerous

designs in its history. The classic but is still
used by the NIVEA Company is the blue box
with white lettering on its package. NIVEA
recognized it, responded to it, and adapted its
brand logo accordingly. The fancy art nouveau
design of the original NIVEA was replaced by

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a simple, yet distinctive look. The year was 1925 and the look was the blue tin with white NIVEA
lettering.

NIVEA’s packaging

The blue packaging has embodied NIVEA’s brand values since 1925. It is the brand
“face” that consumers around the world associate with trust, closeness and expertise. The
NIVEA packaging’s high recognition value will make it easier for consumers around the
world to find the NIVEA products they are looking for.

NIVEA’s URL
The blue color screens with white color lettering appearwhen customer gets online on
NIVEA’s URL ‘www.nivea.com’.NIVEA’s URL withblue color screen helps the brand
by people easily associating and recalling with the brand.NIVEA’s URL keeps its
customers up-to-date with the press releases, news and product information from
Unilever that contributing to the world wide collection of NIVEA brands exposure and
digital presence and making it easier for customer to find the NIVEA brand online.

INTEL
Intel Corporationhas been one of the most successful companies in microprocessors for the last 2
decades. And the popularity of Intel is rising even further. Intel has introduced fantastic products
like the Intel Pentium processor as well as its latest I3 and I5 series, which have managed to
capture the processor market as well as retain it for Intel to date. Intel Corporation has the
dominance when it comes to microprocessors and motherboards.

INTEL’stagline and logo

Intel’s famous tagline “Intel Inside” is one such brand element

which is easy to memorize and recall. The brand used this tagline
and its logo very effectively in their promotions. ‘Intel Inside
‘tagline together the logo became a powerful brand element that created lot of brand
recall and identity.

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Intel’s slogan
"Look inside" also sounds a lot like "Intel inside", the
successful slogan the company used from 1991 until a team
of well-paid marketing geniuses came up with the
forgettable "Sponsors of tomorrow" line in 2009. This
memorable and likeable phrase has the brand building
ability by which consumer would think or feel about the
product on every moment they exposed to it.

INTEL’s jingle

Intel is also one brand that used its jingle (melody) as a powerful element. The smart marketing
tactic is, that before or after every ad of Dell or HP or other manufacturers, a small clip plays
which says “INTEL INSIDE”.This small clip has done the magic for Intel Corporation.The five
note melody has now become an indispensable part of the Intel branding. Intel carefully
developed these brand elements through a 3 second animated jingle ( known as a signature Id,
audio visual logo) which consisted displaying the logo and the five- note melody after every Intel
ads ( Source – Intel Website). Over a period of time, these brand elements became so powerful
that consumers will recall the brand once this melody is played.

INTEL’s brand name

Great names are powerful forces in the branding, marketing and advertising campaigns of
companies they work for. Intel has taken its name from two words: Intelligence &Electronics.
Intelligence, having the capacity for thought and reason especially to a high degree, associate the
product as perform in high degree capacity of processing. And electronics, the industry that the
product operating in. This brand name (Intelligence &Electronics) has great power of an
emotional connection with audience.

INTEL Color

The approved colors for the INTEL Corporation Logos are Intel blue. Additionally, special
applications may call for across various product lines. These may include, Intel blue on white,
black on white, gray, white on Intel blue and white on black.

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NIKE

The Nike brand is considered a highly effective brand across many disciplines. Business professionals and
consumers alike, view the Nike brand as established and well respected.

NIKE’s Brand name & logo

Everybody knows Nike and their logo. Nike is a

worldwide concept. The brand is named after the
Greek goddess of Victory. Some people associate
the Nike logo (the swoosh) with the goddess as
well. They believe swoosh is one of the wings of
the goddess. Others thinks the NIKE swoosh refers
to the movements of an athlete or the sound of a
whip. But the logo could be a sign of speed and
elegance as well. One thing is certain; all the guesses
have to do with sport.

NIKE’s Slogan ‘Just do it’

“Just Do It” is the tag-line associated with the

Nike logo. This tag-line is habitually positioned
alongside Nike’s logo, whether it is in a print or
television advertisement. Together, the logo and
tag-line feature the significance of Nike’s brand
goals and ideals-athleticism and victory. The
logo design symbol, along with the tag line, has
evolved into a motto and the way of life for a
whole generation. The Nike logo and tag-line
serve to identify ordinary human beings as icons
for action and excellence.They want to
communicate that sport is for everybody. You just have to do it. Nike not only uses the
slogan ‘Just do it’. They use some other ‘sub-slogans’ as well. For instance: “If you have a
body, you’re an athlete” or “If you can control the cage, control the pitch”. Nike is for
everybody. Just do it.

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NIKE’s Packaging:

Nike uses their brand name and slogan on their packaging. They use these elements for
example on bags or shoe boxes. But they use different colors for their packaging. For
instance, some of their shoe boxes are red, some of them are brown. They use the name and
color all the time, but the colors differ.

NIKE’s town

The retail branch of the Nike brand, NikeTown, is truly a rhetorical retail experience. Nike
town is neither a sporting goods supermarket nor simply a building; it is a city animated by
the spirit of Nike. The stores are filled with multimedia simulations, dramatic lighting, high
ceilings and themed media, all creating a museum-like perspective on the Nike brand. The
NikeTown stores embody effective rhetorical branding in that the stores are capable of
translating human thought and beliefs into a spatial experience for the consumer. All Nike
collateral materials; ads, images, products, are encapsulated in the dynamic, technological
space of NikeTown. “’The goal was to reflect the spirit of Nike and at the same time define
the personality of the store.’(Lampert-Greaux, p. 37).”

NIKE’s Spokespersons

Nike uses different athletes in their ads. For example, Roger Federer and Ronaldo. They
show these athletes making their way towards victory. This makes most of us to believe, that
when it comes to buying sport shoes, clothes or equipment, they just have to step into one of
Nike’s shoes to become an athlete as well. Nike uses different athletes of different sports.

LG (Lucky GoldStar)

The LG Group is a diversified company headquartered in South Korea in Seoul was founded in 1947 by
In-Koo Hwoi (Aka Yonam) as “Lucky Chemical Industrial Co.” The first product was a cosmetic
product, “Lucky Cream”. Yonam wanted to make as a cheap package for its creams essay; he began
abruptly with the production of plastics. Later the company begins combs, soap cups, toothbrushes and
tableware. In 1958, the “GoldStar Inc.” was founded. The now well-known brand name is an abbreviation
of the trade name “Lucky GoldStar” LG shortly.

LG’s Logo

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Every element in the LG smiley logo has a purpose. The face is smiling, to broadcast friendliness
and accessibility. The fact that the portrait has only one eye symbolizes target orientation and
focus. The circle symbolizes the entire world, as well as the circle of life and renewal. The upper
right corner of the logo was left empty on purpose in order to create an asymmetrical logo that
would reflect the company’s ability to be original and creative.

LG’s brand name

The name LG is based on the first letters of the two original companies that comprised the
company (lucky + goldstar) and that was also incorporated into the brand slogan: Life is Good.
With the task the brand set for itself being to make the world a more pleasant place through
innovation, design smart technology and reliability.

LG’s slogan ‘Life is Good’

This Slogan is really catchy and impressive. It gives customers a thought that once they use the
LG’s products, they will lead a very comfortable life and will think that “life is good” with LG.
beside, LG is selling the product for people’s life such as refrigerator. In other words, LG is
selling “life’s good”.

LG’s color

In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap
judgments made about products can be based on color alone, depending on the product.
According to color researchers red activates your pituitary gland; increase your heart rate and
causing you to breathe more rapidly. This visceral response makes red aggressive, energetic,
provocative and attention grabbing. The red, which is the primary color in the logo, symbolizes
friendliness, while the gray broadcasts technology and reliability, as LG described on its URL
with the title called ‘things you didn’t know about LG.’

LG’s URL

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The global brand website of LG is WWW.LG.COM. This LG electronics URL (Uniform Resource
Locator) introduce in April 8, 2010, and contributing to the growing company’s brand exposure
and digital presence and making it easier for customer to find the brand online. As the corporate
marketing head of LG electronics Raymong Hernandez thought, globally, people don’t thing of
the company as LG Electronics with its full name, but rather as simply ‘LG’. The company uses
simple, short, with not clichés, realistic, and memorized word for its URL.

2. The first step to identifying and establish brand positioning is to define the
target market. Take a detergent brand ‘OMO’ and discuss how the market
could be segmented using the below four behavioral basis of segmentation.
a. Benefit sought
b. User status
c. User rate
d. Usage occasion

Benefits sought

One of the behavioral basis used for market segmentation, is ‘Benefit sought’. This
approach focuses on those types of benefits the consumers seek for in buying products.

OMO comes in a powder and liquid form in various pack sizes. With the wide range of
laundry detergents, ranging from washing powders to liquid detergents, which includes,
hand washing liquid, OMO Ultra concentrated liquid, OMO fast action powder, OMO
auto liquid, and other they have produce to suit for different types of customer needs. All
products are chemical based detergent with excellent stain removal properties. Using
these benefits from the product market can be segmented by each attribute.

The company recognizes that they cannot appeal to all buyers in the marketplace or at
least not to all buyers in the same way. Buyers are too numerous, too widely scattered,

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and too varied in their needs and buying practices. So, OMO could segment its customer
with

- Product performance: this segment includes those who are the most susceptible to
the hygiene and product performance. These groups of customers are willing to
choose OMO with the benefits of powerful cleaning and bleaching capability.
- Economic group:This segment includes those who are in different economy
status.By providing its product with different size OMO could segment both
economically lower group and other that are enable to use the product and has
potential power in the market. Thus you have the perfect option to uses any of
suitable products every time with different affordable price.
- Medical and natural group:This segment includes those who are sensitive to
medical condition as well as those who are susceptible with chemical. Extra fresh and
natural smelland natural ingredients on segmented product packaging of OMO
detergent are needed product line for this group.

In addition to these, OMO also provide lots of washing tips and tricks to share with its
customer on selling programs and its packaging.

User Status

Markets can be segmented into nonusers, ex-users, potential users, first-time users, and
regular users of a product. Each will require a different marketing strategy. Included in
the potential user group are consumers who will become users in connection with some
life stage or life event.

OMO uses all nonusers, ex-users, potential users, first time users, and regular user status
segmentation of the product. Most of the time the advertising of OMO is focused on the
womenas the target considering they are the main decision maker for the purchase of
household care products like detergent and other.The OMO market can segment by

- Potential users: That group who are not accessible to use OMO before but are
potential customer for the product could get by reducing price and supplying OMO in
different size package.

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- Regular users: applying relationship marketing approach is effective for this kind of
segmentation.
- First time users:award base, attractive pricing and different size package is
appropriate for this segmentation.

Usage Rate

Markets can be segmented into light, medium, and heavy product users. Usually, fast
moving consumer goods (FMCG) including OMO detergent has heavy usage. Majority of
customers OMOtargetedare heavy product users especially for hand washing detergents
rather than laundry detergent. The unsteady power and low income situation in Ethiopia
favor hand washing rather than machine washing and so most of the washing detergents
sell in the country are made for hand wash applications although it can be used for
machine washing as well.

Because of the relatively low income level of the average Ethiopian family, the small
product sachets have been favored on the retail shops.

o For heavy and medium product users:market could be segmented byretail

shops, distributers, Hotels, public institutions, different camps (refugee,
military, etc). By providing different packaging choices OMO can segment
these groups.
o Light user: different packaging size is appropriate for this type of
segmentation.

Usage Occasions

Occasions can be defined in terms of the time of day, week, month, year, or in terms of
other well-defined temporal aspects of a consumer's life. Buyers can be distinguished
according to the occasions when they develop a need, purchase a product, or use a
product.

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Detergent is a frequently replenished household supply. Detergents are a common

product that is purchased regularly by nearly every household in Ethiopia. OMO
marketers could faceseveral challenges especially in product differentiation.

- Daily: this group of segmentation can hold youngsters and house madam that are
usually take the responsibility of buying detergent in the resident area retail shops.
Different packaging size is appropriate for this segmentation.
- Weekly:women are the ones who go to markets to do the family shopping at least
weekly. The marketing strategy should focus on packaging and price.
- Holydays and festivals:OMO could use occasion segmentation by holydays due to a
huge focus on cleaning in these occasions. Different packaging size and attractive
pricing could adapt in this segmentation. Segmentation by holyday and festival
occasion not only help the product consumption, it also help OMO expose to those
customer who uses other similar product.

3. Compare and contrast between POP and POD between Toyota and Mercedes brand
cars. Mention 4 POD and 4 POP for each brand.

POINTS-OF-DIFFERENCE (PODs) are attributes or benefits that consumers

strongly associate with a brand, positively evaluate, and believe they could not find to the
same extent with a competitive brand. Associations that make up points-of-difference
may be based on virtually any type of attribute or benefit. Strong brands may have
multiple points-of- difference.

POINTS-OF-PARITY (POPs), on the other hand, are attributes or benefit

associations that are not necessarily unique to the brand but may in fact be shared with
other brands.

Toyota and Mercedes-Benz compete in the different target market most of the
time. They have different competitive frame of references on their marketing strategy. By
comparing the range we easily see that Toyota and Mercedes try offer the same range of

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cars to their customers: from the compact car to the supercar, so we can think that the
customers will chose the car according to its brand’s preference.

POINTS-OF-DIFFERENCE (PODs) of TOYOTA

 Lower CO2 emissions: it makes the product to beenvironmental friendly that

enables confideto social responsibility andbinding to globally acceptable product
ethical laws.
 Low fuel consumption:Toyota is developing the high-tech and low fuel
discharge vehicle to protect our environment, and for the generations. It helps the
product to be sustainable in consumption of non-renewable natural resources
(petroleum) without compromising resources available for future generation.
 Price: helps to achieve the benefits of low/medium income level families to own
a product that is comfortable at low reasonable price.
 Versatility/Local customization: Toyota customizes both products and
operations to the level of consumer sophistication in each county.
 Robotic Innovation and technology/personal mobility:knowing that as times
change, transportation needs also change. Toyota has been developing new forms
of transportation which have increased flexibility for personal mobility, allowing
new levels of fun and freedom in travel with robotic technological car.

POINTS-OF-PARITY (POPs) of TOYOTA

 Functional benefit: the carneeds include family usage and reliability tending to
focus more on durability. Toyota is a high durable and highly cost effective car. A
lot of people would like to purchase Toyota especially in developing countries.
 Off-road functionalities: an additional low-range set of gear ratios. These make
driving easier on difficult terrain and on very steep gradients. This function
enables the vehicle to make good progress over gouged ground.
 Safety, comfort and versatility:safety, comfort and versatility are high quality
perception accompanied by extra roominess and comfort able to meet the highest

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demands of customers.Smart entry and start engine will add value to the comfort
of customers letting them start the vehicle with the push of a button
 Interior and Exterior design: The interior and exterior appearance on Toyota
include design elements such as a chrome lip, rear under-run and side sills that
sophisticate the look of the vehicle and at the same time provide a younger and
refreshed image.
 Quality: are the most important dimensions that customers seek when
considering a durable good such as a vehicle. As quality being one of the key core
elements of Toyota
 Service:For a car, the after sales service is as important as the quality.A
comprehensive service can not only satisfy the consumer, but also keep the
consumers’ loyalty. Nowadays, Toyota has its exclusive service centers and
offices in product traded countries (like MOENCO) that help the company
gathering relevant information and comments from its customers. The company
could get the feedback from it.

POINTS-OF-DIFFERENCE (PODs) of Mercedes Benz

 Brand personality:Mercedes Benz embodies elegance and precision better than

anybody.Mercedes Benz is a symbol of safety, comfortable and luxury. The
luxury car model is: body color variety, luxurious and elegant interiors to show
the owner’s status. Brand personality is the human characteristics or traits that
consumers can attribute to a brand.
 Safety: the carmakerpioneered a system able to detect imminent crash called “Pre
Safe” in 2002, and won Safety Award in 2007 for 50 years of automobile safety
innovation.
 Design: The interior and exterior appearance of Mercedes Benz shouts safety,
utility, and beauty.
 Performance:equipped with more power engine with greater horsepower

POINTS-OF-PARITY (POPs) of Mercedes Benz

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 Interior and Exterior design: The interior and exterior appearance on Mercedes
Benz includes design elements extended color, classiness, prioritize Mercedes.
 Quality: are the most important dimensions that customers seek when
considering a durable good such as a vehicle. As quality being one of the key core
elements of Toyota
 Technology/innovation:expanding beyond high-quality audio to offer smart-
phone integration and enhanced navigation system.
 Off-road functionalities: like Toyota, Mercedes has an additional low-range set
of gear ratios. These make driving easier on difficult terrain and on very steep
gradients. This function enables the vehicle to make good progress over gouged
ground.

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