NHÓM 5

Thành viên nhóm

Nguyễn Hoàng Vũ

Phùng Thiên Trang

Võ Minh Tiến

Vũ Quang Huy

Huỳnh Dương Bích Ngọc

Nguyễn Ngọc Tường Vy

Criteria for choosing Brand Elements

Options and Tactics for Brand Elements Brand Names

Logos and symbols

URLs

Slogans

Jingles

Packaging

Criteria for Choosing Brand Elements

Marketer’s offensive strategy and build brand equity

Memorable

Easily reconized

Easily recalled

Meaningful

Descriptive

Persuasive

Likeable

Fun and interesting

Rich visual and verbal

imagery

Aesthetically pleasing

Defensive role for leveraging and maintaining brand equity

Transferable

Within and across product

categories

Across geographic boundaries

and cultures

Adaptable

Flexible

Updatable

Protectable

Legally

Competitively

OPTIONS AND TACTICS FOR BRAND ELEMENTS

• Naming guidelines

Brand name

Simple

Easy to pronounce

Familiar, meaningful

Different

Unusual

Brand awareness

Simplicity and Ease of

Pronounciation and Spelling

Familiarity and Meaningfullness

Differentiated, Distinctive, and

Unique

Brand Associations

The explicit and implicit meanings consumer extract form it are important. Inparticular, the brand name can reinforce an imprtant attribute or benefit association that makes up its product positioning

Naming procedure

Define objectives

Generate names

Screen initial candidates

Study candidates

name

Reseaerch the final

candidates

Select the final name

LOGOS AND SYMBOLS (BIỂU TRƯNG VÀ BIỂU TƯỢNG)

BIỂU TƯỢNG

Cách điệu, khái quát một sự vật, hình ảnh nào đó

SYMBOL

© Copyright

® Registered

LOGO BIỂU TRƯNG

tên một công ty hoặc thương hiệu viết trong một hình thức đặc biệt hoặc thiết kế trừu tượng mà có thể không liên quan đến thương hiệu hay nhãn

hiệu đó.

BADGE

Text

ICON

ABSTRACT

MASCOT

15 mil USD

LINES DESIGN SPACE

LAYOUT FORM

COLOR HARMONY 3 BASIC COLORS

RICK NEAT

CONDENSED

IDENTIFICATION

GENERICARRAY LOGIC

AESTHETIC

UNIQUE - CREATIVE

EASY TO REMEMBER

URLs

(Uniform Resource Locator)

BRAND CHARACTER

A special type of brand symbol- one that takes on human or real- life characteristics

Some are animated

Some are live- action

SLOGAN

Slogans are short pharses that communicate descriptive or persuasive information about the brand

Slogans are powerful branding devices

JINGLES

Jingles are musical messges written around the brand

They are composed by professional songwriters

Jingles are perhaps most valuable in enhancing brand awarness

PACKAGING

- Identify the brand

- Convey descriptive and persuasive information

- Facilitate product transportation and protection

- Assist at-home storage

- Aid product consumption

BENEFITS

• One of the strongest associations consumers have with a brand

• Structure packaging innovations can create a POD that permits a higher margin

• New package can expand a market and capture new market segments

• Packaging changes can have immedia impact on sales

Packaging at the Point of Purchase

Packaging Innovation

Packaging design

• Past:

Campbell’s soup Cornell University’s uniform

Packaging design

• Now:

Color vocabulary

Color ownership

Packaging change • Upgrade • A significant product line expansion

Packaging change • New product innovation

Packaging change

• Looks outdated

Packaging

Building brand equity:

• Directly: functional or aesthetic

• Indirectly: reinforce of brand awareness and image

How to create High – Impact Packaging

• Know your consumer.

• Take the big-picture approach.

• Understand that package aesthetics and function are both critical.

• Know your distribution channels.

• Educate management.

End of slide show © Team 5 - Brand