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INTRODUCTION TO MARKETING WEEK 4

Brand Messaging and Communication

What are perceptions?

Process of developing an interpretation of a stimulus, i.e. deciding what a stimulus means. It is crucial in
customer behavior because:

1. Whatever customers perceive is what affects their subsequent actions and behavior.
2. What they perceive is not necessarily what's true (because the process is inherently biased)

Perceptual Process & why perceptions are frequently biased:


1. Exposure to stimuli (can be selective)
2. Pay attention (what is salient to you;
even if your exposed to something, you
may/may not pay attention)
1. Voluntary (selective  not collecting
data that might change your
perceptions)
2. Involuntary (pay attention regardless
whether you intended to)
3. Interpretation (interpret data based on
prior believes)

Proximity bias Similarity bias


Assume that things that are close together are Assume that things that look alike are of similar
more similar/ belong together (e.g. salad dressing quality (e.g. store packaging designed to look like
placed next to salads) national brand)

Brand changes the perception of a product; people are very much influenced by the brand name that's
put on the product independently of the product quality. Once you see that brand name  have certain
perceptions  make certain inferences about that brand name  Those perceptions are translated to
the product.

Brand Elements: Choosing a Brand Name

A variety of brand elements (i.e. brand name, logo, symbol, character, packaging, slogan, color) can be
chosen that inherently enhance brand awareness or facilitate the formation of strong, favorable, and
unique brand associations.

1. Make sure the brand elements are of one thought and work together in unison
2. If people see the brand elements/ whatever you do create for that brand identity independent
of the product, what would people think of the brand label per se?
Criteria for choosing brand elements Advantages and disadvantages
1. Memorable (easily recognized/
recalled)
2. Meaningful (descriptive,
persuasive)
3. Appealing (fun and interesting,
aesthetic, rich visual and verbal
imagery)
4. Protectable (legally, hard to copy
competitively)
5. Adaptiveness (able be updatable;
not static)
6. Transferable (go within and across
product categories, across
geographical/ cultural boundaries)

Effect of Brand Names Types of brand names


- Consumers (affects likelihood of
purchase)
- Employees (affects morale and
productivity)
- Firm (growth opportunities;
adaptable/ transeferable)
- Investors (can cause subconscious
judgements about company’s
merits/ strength)

Brand Elements: Color and Taglines

Rules about color

1. Ultimate goal is to own a color


- Can also be used within a brand to separate product lines
2. Color can be experienced differently across different platforms thus must do testing to ensure
consistency
3. Can create strong perceptions (e.g. gold/silver signal high quality)
Two Axes of Color

Colors

Red stimulate appetite/ love


(passion)/ excitement
Blue most preferred by men/
productive color/ curbs
appetite
Green tranquility and health/
money/ nature/ fertility
Brown reliability/ boredom/
practicality/ earthy
White purity/ innocence/ empty/
spacious (creates illusion of
space)
Black evil/ death/ mourning/
slimming
Yellow bright, gives you energy/
make babies cry/ cause eye
fatigue
Orange excitement/ warmth/
enthusiastic/ caution
Lavender calms the nerves/ relaxation
Purple royalty/ wealth/ success/
wisdom
Pink girl’s color/ calming/ warm
Roles of Symbols (have to be careful as they can get dated and very much tied to a particular era)

1. Can communicate associations


2. Multiple associations
3. Positive feelings: liking

Slogans/ Taglines
1. Can be tailored to a positioning strategy
2. Can remove some of the ambiguity associated with the brand and/ or symbol
3. Can create its ow equity/ emotion
4. Can reinforce the name/ symbol

Basics of Taglines: Types of Taglines:

1. Must be short 1. Imperative


2. Must be differentiated from competition - Just do it (Nike)/ Invent (HP)/ Think
3. Must be unique differently (Apple)
4. Must be easy to say and remember 2. Descriptive
5. Cannot have any negative connotations - Moving at the Speed of Business
(have to market test it esp. when going (UPS)/ Bullish on America (Merrill
across cultures) Lynch)/ You're in Good Hands
6. Can be protected and trademarked (Allstate)
7. Evokes and emotional response 3. Superlative
- The Ultimate Driving Machine
(BMW)/ There's no Better Way to Fly
(Lufthansa)
4. Provocative
- Got Milk? (Dairy Council)
5. Clever
- Drivers Wanted (VW)

Brand Elements: Packaging

Packaging

1. Can influence at the point of purchase (gives you a reason to choose when you're purchasing)
2. Can have continuing influence at the point of consumption (influences your perception of the
product experience itself)
3. Multiple objectives
- Identify/ Present information (descriptive and persuasive)/ Protect and allow
transportation/ Store/ Aid consumption
Creating Impactful Packaging

1. Understand that packaging aesthetics and function 2. Know your distribution channels
are both critical - How do retailers view your package?
- Has to grab consumers’ attention in a sea of - How are channels changing?
competing messages - Which retailers like which package
- Has to work well so that consumers will buy configurations?
again

Packaging Shapes

Calvin Klein (edginess)


Absolut (very distinct short neck hard to use)
Coca-Cola (very distinct from other soft drink bottles)

Successful packaging innovation examples

Soft drink industry market research: if the cans of soda were in the back Another successful
of the refrigerator, people did not consume it as much  needed some packaging innovation was
mechanism to bring the cans to the front of the refrigerator so people Hunt's package for getting
would drink more. The new package design single-handedly increased ketchup out that's easier,
market share. It was a very successful new product introduction that i.e. turn the product upside
didn't have anything to do with the actual product, but just the down.
packaging.

Brand Elements: Persuasion

Persuasion: an attempt to change belief and attitude (Difficult! due to biasness when taking in stimuli)

Elaboration likelihood Model (2 routes)


Systematic (central) route Many times, people Superficial (peripheral) route
When people are motivated and just aren't Use peripheral cues when
they're highly involved, and they have motivated/ don't opportunity, motivation and ability to
the opportunity and the ability to want to/ don't have elaborate, to cognitively process is
process marketing messages the ability to think low.
 persuade them through central cues that much. In that  focus on peripheral cues in
in messages, i.e. cognitive cues/ things case, central route messages, i.e. automatic reactions,
that people have to think about  Try to persuasion will people just make decisions based on
to make a strong argument. not work  use these cues, not because they thought
the superficial way. it out carefully.
Peripheral Cues

Classical Conditioning: persuade people just by Liking: if you like me, you like what I like (e.g.
putting things together all the time (Pavlov’s dog) celebrity)
Reciprocity: I gave you something, you now owe Authority: just because I say so
me
Consistency: always done it that way so keep Scarcity: quick before they are all gone (e.g.
using it lululemon always don’t stock enough)
Social proof: everybody’s doing it

What makes a good celebrity endorsement? Celebrities can be used in both ways,

Central way Peripheral way


Idea is the celebrity is an expert, and the reason that the The celebrity's attractive/ because I
celebrity endorsement matters is because that person's an like the celebrity, then I want to use
expert and therefore there's information in that endorsement. the products that they use.

General Considerations

1. Celebrity/ audience fit 4. Practical considerations (cost, celebrity exposure, risk, value
2. Celebrity/ brand fit for money?)
3. Celebrity attractiveness 5. Social network (have a lot of followers, social connectiveness)

High Q-rating (conducted by Marketing Evaluations, Inc.)

1. How appealing is this celebrity among those who don’t know him/ her?
2. Ratio of popularity/ familiarity
Transfer of Meaning Model (how celebrities are used)

Celebrities: individuals Advertising firm chooses celebrity Consumers derive meaning


charged with detailed that best represents the from celebrities and
and powerful meanings  appropriate symbolic properties of  transfer that same meaning
the product to the product

fMRI scans show that there is more activation when people are presented with images of celebrities
(automatic/ visceral reaction to celebrities)

Source Models
Source credibility Source attractiveness
(effective spokesperson; Effectiveness dependent on:
effectiveness depends on Familiarity: Likeability: affection for Similarity: supposed
celebrity’s “expertness” knowledge of the the source because of resemblance between
and “trustworthiness”) source through the source’s physical the source and the
(Celebrity working in a exposure appearance and behavior receiver of the
Central Processing way) message

How are celebrities used in advertisements?

Explicit mode: “I endorse this product” Co-present mode: celebrity appears with
Implicit mode: “I use this product” product, i.e. companies give celebrities their
Imperative mode: “You should use this product” clothes to wear

Repositioning a Brand

A brand has to stay modern; a brand has to adapt

How to keep brand fresh?

Managing Brands over time

Brand equity must be actively managed over time instead of waiting for it to be outdated.

- Brand meaning must be reinforced


- Sometimes brand meaning must be adjusted (branding program will need to be changed and
new sources of equity identified and built)

5 Rationales for Brand Change

1. The identity/ execution was poorly conceived


- Can often be identified by measures of consumer interest, brand associations, sales
2. The target for the identity/ execution is limited
- May needto change to reach a broader market
3. The identity/ execution has become out of date
- Markets change such that a working position may become obsolete
4. The identity/ execution has loses its edge, becomes old-fashioned
- Consumers and markets change such that positions/ executions that were once contemporary
become less so
5. The identity/ execution has just become “tired”
- Same over time may become boring to consumers, losing ability to attract attention
- Can generate news

Consistency when changing

Potential Cognitive Inconsistency (make consistent by doing something to one of the links of the chain)

Resolution 1: interpret message/ Resolution 2: figure out a way Resolution 3: submission (die
data consistent to what they to feel good about oneself anyway)
think (I don’t believe the data) (belief data but lie to oneself
that you don’t really do it)

If not consistent, consumers will reject it, and try to rationalize so that it makes sense for them.

Consistency theory:

The basic idea is that there is a drive to maintain consistency within cognitive systems. Thus cognitive
structures may change in order to increase consistency among elements.

Consumers would change which ever is weakest so that its consistent.

Example: Oldsmobile

The slogan at the time was “This is not your


father's Oldsmobile”  reinforcing that it's
exactly my father's Oldsmobile (bad
campaign).

Brand name is literally called an old mobile.


Really hard to change and reposition 
eventually took the car off the market even
though Oldsmobile had a very high brand
awareness. Because they just could not get
themselves out of this cognitive
inconsistency.
Evolving Brand Associations

A brand can evolve more 1. Symbols: can update without changing meaning
gradually to gain more 2. Brand name: can change to reflect evolving identity
contemporary associations 3. Slogans: easier to change than the name
while maintaining 4. New products: can be true to the core identity, but add a
familiarity. modern, innovative element

2 ways of changing

1. Just Noticeable Difference (tiny little tweaks so that you still belief it’s the same product, but
over the years, difference is radical)
2. Butterfly effect (move from one to another in a big jump to keep it modern and new) part of
keeping modern/ fresh is part of the reason to buy, e.g. cosmetics. Change is noticeable but
stays within believability

Evolving Trademarks

Change brand names to eliminate constraints


Boston Chicken  Boston Market

Example of Evolving Brand image (BMW)

Major Points

1. Consistency over time is very valuable in building strong brands (a fine line; need to keep your
brand modern, but if you do something that threatens the consistency chain, people won't
believe it. So it's got to be something that is consistent with the brand DNA but is constantly
moving it forward)
2. All brand elements should work in harmony to communicate brand identity
3. Change is sometimes necessary – but be cautious!
4. If you really want to do a good job in keeping your brand modern, you really have to understand
the brand mantra, the brand DNA, the brand positioning, your target segment. You have to
understand what the points of parity are, what the reference frame is. You have to really
understand what the point of differentiation is, what is strong about your brand, what is positive
about your brand, and what is unique. And you have to be consistent with that kind of brand
image as you make these adjustments.

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