Designing and

Implementing
Brand Marketing
Programs
Adrian K. Jimenez
Overview
• Part I : Choosing Brand Elements to Build Brand Equity
• Part II: Designing Marketing Programs to Build Brand Equity
Choosing Brand Elements to
Build Brand Equity
Brand Elements
• Sometimes called brand identities
• Those trademarkable devices that serve to identify and differentiate the
brand
• Brand names, URLs, logos, symbols, characters, spokespeople, slogans,
jingles, packages, and signage
Criteria for Choosing Brand Elements
1. Memorable - Easily recognized, Easily recalled
2. Meaningful – Descriptive, Persuasive
3. Likable - Fun and interesting, Rich visual and verbal imagery, Aesthetically
pleasing
4. Transferable - Within and across product categories, Across geographic
boundaries and cultures
5. Adaptable – Flexible, Updatable
6. Protectable – Legally, Competitively
Memorable
- Achieving a high level of brand
awareness
- Brand elements that promote
that goal are inherently
memorable and attention-getting
- Facilitate recall or recognition in
purchase or consumption
settings
Meaningfulness
- Either descriptive or persuasive
content
- General information about the
function of the product or service
- Specific information about
particular attributes and benefits
of the brand
Likability
- Do customers find the brand
element aesthetically appealing?
- Is it likable visually, verbally, and
in other ways?
- Brand elements can be rich in
imagery and inherently fun and
interesting, even if not always
directly related to the product.
Transferability
- The extent to which the brand
element adds to the brand equity
for new products or in new
markets for the brand
- How useful is the brand element
for line or category extensions?
- To what extent does the brand
element add to brand equity
across geographic boundaries
and market segments?
Adaptability
- Because of changes in consumer
values and opinions, or simply
because of a need to remain
contemporary, most brand
elements must be updated.
- The more adaptable and flexible
the brand element, the easier it
is to update it.
Protectability
- Both in a legal and a competitive
sense
- Choose brand elements that can
be legally protected
internationally
- Formally register them with the
appropriate legal bodies
- Vigorously defend trademarks
from unauthorized competitive
infringement
Brand Names
• A fundamentally important
choice because it often
captures the central theme
or key associations of a
product in a very compact
and economical fashion.
• Brand names can be an
extremely effective
shorthand means of
communication
Naming Guidelines
• Selecting a brand name for
a new product is certainly an
art and a science.
• Brand Awareness
• Simplicity and Ease of
Pronunciation and Spelling
• Familiarity and
Meaningfulness
• Differentiated, Distinctive,
and Unique
• Brand Associations
Naming Procedures
• Define Objectives
• Generate Names
• Screen initial candidates
• Study candidate names
• Research the final
candidates
• Select the final name
URLs (Uniform Resource Locator)
• Specify locations of pages
on the Web and are also
commonly referred to as
domain names
Logos and Symbols
• Although the brand name
typically is the central
element of the brand, visual
elements also play a critical
role in building brand equity
and especially brand Characters
awareness
• Have a long history as a
means to indicate origin,
ownership, or association
• Logos and symbols are often
easily recognized and can be
a valuable way to identify
products
Characters
• Characters represent a
special type of brand symbol
—one that takes on human
or real-life characteristics.
• Some are animated
characters
• Others are live-action figures
Slogans
• Short phrases that
communicate descriptive or
persuasive information
about the brand.
• Are powerful branding
devices because, like brand
names, they are an
extremely efficient,
shorthand means to build
brand equity.
Jingles
- Musical messages written
around the brand.
- We can think of jingles as
extended musical slogans,
and in that sense classify
them as a brand element.
Packaging
- Activities of designing and
producing containers or
wrappers for a product.
- Marketers must choose the
aesthetic and functional
components of packaging
correctly to achieve
marketing objectives and
meet consumers’ needs
Designing Marketing
Programs to Build Brand
Equity
New Perspectives on Marketing
• Rapid technological developments
• Greater customer empowerment
• Fragmentation of traditional media
• Growth of interactive and mobile marketing options
• Channel transformation and disintermediation
• Increased competition and industry convergence
• Globalization and growth of developing markets
• Heightened environmental, community, and social concerns
• Severe economic recession
New Perspectives on Marketing
Integrating Marketing
• Brand Building Efforts & Marketing Activities
• Marketers should evaluate all possible means to create knowledge,
considering not just efficiency and cost but also effectiveness. At the center
of all brand-building efforts is the actual product or service. Marketing
activities surrounding that product, however, can be critical, as is the way
marketers integrate the brand into them.
• Creative and original thinking is necessary to create fresh new marketing
programs that break through the noise in the marketplace to connect with
customers.
Personalizing Marketing
• Experiential Marketing
• Relationship Marketing
• Mass Customization
• One-to-One Marketing
• Permission Marketing
Experiential Marketing Relationship Marketing
• Promotes a product by not only • Marketing strategies must transcend
communicating a product’s features the actual product or service to create
and benefits but also connecting it stronger bonds with consumers and
with unique and interesting consumer maximize brand resonance
experiences.
• Sense Marketing
• Feel Marketing
• Think Marketing
• Relate Marketing
Mass Customization
• The concept behind mass
customization, namely making
products to fit the customer’s
exact specifications, is an old
one but the advent of digital-age
technology enables companies
to offer customized products on
a previously unheard-of scale.
• Going online, customers can
communicate their preferences
directly to the manufacturer,
which, by using advanced
production methods, can
assemble the product for a price
comparable to that of a non-
customized item.
One-to-One Marketing
• The basic rationale is that consumers help add
value by providing information to marketers;
marketers add value, in turn, by taking that
information and generating rewarding
experiences for consumers
• One-to-one marketing is thus based on several
fundamental strategies:
• Focus on individual consumers through
consumer databases—“We single out consumers.”
• Respond to consumer dialogue via
interactivity—“The consumer talks to us.”
• Customize products and services—“We
make something unique for him or her.”
Permission Marketing
• The practice of marketing to consumers only after gaining their express permission,
• Five steps to effective permission marketing:
1. Offer the prospect an incentive to volunteer.
2. Offer the interested prospect a curriculum over time, teaching the consumer
about the product or service being marketed.
3. Reinforce the incentive to guarantee that the prospect maintains his or her
permission.
4. Offer additional incentives to get more permission from the consumer.
5. Over time, leverage the permission to change consumer behavior toward
profits.
 Product Strategy
• Perceived Quality - customers’ perception of the overall quality or superiority of a product or
service compared to alternatives and with respect to its intended purpose.
• Aftermarketing - Product strategies should focus on both purchase and consumption. Much
marketing activity is devoted to finding ways to encourage trial and repeat purchases by
consumers.
• User Manuals
• Customer Service Programs
• Loyalty Programs
Pricing Strategy
• Customer Price Perceptions
• Setting Prices to Build Brand Equity
• Choosing a pricing strategy to build brand equity means determining the following:
• A method for setting current prices
• A policy for choosing the depth and duration of promotions and discounts
• Value Pricing - uncover the right blend of product quality, product costs, and product prices that
fully satisfies the needs and wants of consumers and the profit targets of the firm.
• Product Design and Delivery
• Product Costs
• Product Prices
• Price Segmentation
Channel Strategy
• Channel Design
• Indirect Channel - sell through third-party intermediaries such as agents or
broker representatives, wholesalers or distributors, and retailers or dealers.
• Direct Channel - mean selling through personal contacts from the company to
prospective customers by mail, phone, electronic means, in-person visits, and so
forth
Indirect Channel
• Push and Pull Strategies - Methods of stocking, displaying, and selling
products can enhance or detract from brand equity, suggesting that
manufacturers must take an active role in helping retailers add value to
their brands.
• By devoting marketing efforts to the end consumer, a manufacturer is said
to employ a pull strategy, since consumers use their buying power and
influence on retailers to “pull” the product through the channel.
Indirect Channel
• Retail Segmentation - Retailers are “customers” too. Because of their
different marketing capabilities and needs, retailers may need to be
divided into segments or even treated individually so they will provide the
necessary brand support.
• Cooperative Advertising - The rationale behind cooperative advertising for
manufacturers is that it concentrates some of the communication efforts
at a local level where they may have more relevance and selling impact
with consumers.
Direct Channel
• Company-Owned Stores - To gain control over the selling process and build
stronger relationships with customers, some manufacturers are introducing
their own retail outlets, as well as selling their product directly to customers
through various means
• Store-Within-a-Store - The store-within-a-store concept can take hold
through actual leasing arrangements or less formal arrangements where
branded mini-stores are used.
• Other Means - to sell directly to consumers via phone, mail, or electronic
means
THANK YOU!