Brand Names, Logos, Packages and POP Materials

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Brand Names, Logos, Packages and P-O-P Materials

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Chapter Eight Objectives

• Understand the role of brand naming and the
  requirements for developing effective brand names
• Explain five steps in the brand-naming process
• Appreciate the role of logos
• Describe the various elements underlying the
  creation of effective packages
• Explain the VIEW model for evaluating package
  effectiveness Describe a five-step package-design
  process

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Chapter Eight Objectives

• Describe a five-step package-design process
• Appreciate the role of point-of-purchase
  advertising
• Discuss the Consumer Buying Habits Study and its
  implications for point-of-purchase advertising
• Describe the role of displays in influencing
  brand sales

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Brand Naming

• Brand
• A companys unique designation or
• trademark, which distinguishes its
• offering from other product category
• entries

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Brand Naming

• New
• corporate name and logo

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Brand Naming
Lucent Technologies
McCann Erickson
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Brand Naming
First Union
Hal Riney Partners
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Power of Brand Name

• Affects the speed with which consumers become
  aware of the brand
• Influences the brands image
• Plays major role in brand-equity information

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Values of a Strong Brand Name

• Consistent sales volume and revenue
• A higher price and larger gross margin
• Platform for introducing new brands
• Leverage for manufacturer when dealing with
  distributors and retailers
• Without a strong brand, the marketer is forced to
  compete with low-cost product

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What Constitutes a Good Brand Name?

• Distinguish the brand from competitive offerings
• Describe the brand and its attributes
• Achieve compatibility with a brands desired
  image and with its product design or packaging
• Be memorable and easy to pronounce and spell

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Brand Naming

• Second Nature A name
• compatible with the
• brands desired image

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Exceptions to the Rules

• Some brands become successful in spite of their
  names
• If the brand offers customers distinct advantages
  over alternative solutions to their problems
• Advantages in using a relatively neutral name
  that marketing communications campaign can endow
  with intended meaning

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The Brand Naming Process

• Step 1 Specify Objectives for the Brand Name

Step 2 Create Candidate Brand Names
Step 3 Evaluate Candidates
Step 4 Chooses a Brand Name
Step 5 Register Trademark
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The Role of Logos

• Graphic design element that is related to the
  brand name
• Companies use logos with or without brand names
• Not all brand names possess a distinct logo but
  many do
• e.g., the Nike swoosh, Ralph Laurens Polo

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Good Logos

• Recognized readily
• Convey essentially the same meaning to all target
  members
• Evoke positive feelings
• Best strategy is to choose a design that is
  moderately elaborated rather than too simple or
  too complex

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The Role of Logos

• Sailor Jac, The famous Cracker Jack

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Functions of the Package

• Contain and protect the product
• Draw attention to a brand
• Break through competitive clutter at the point of
  purchase
• Justify price/value to the consumer
• Signify brand features and benefits
• Motivate consumers brand choices

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Issues in Packaging
Color
Design and Shape
Physical Materials
Product Information on Package
VIEW Model (Visibility, Information, Emotional
appeal, Workability)
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Issues in Packaging

• Vlasic introduces
• new packaging

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Packaging Structure

• Color
• Design,Shape
• Size
• Physical Materials
• Information labeling

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The Use of Color

• Communicate quality, taste, and products ability
  to satisfy psychological needs
• Affect people emotionally
• Add elegance, prestige to products by using
  polished reflective surface
• Meaning of color varies from culture to culture

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Design and Shape Cues

• Effective package design provides good eye flow
  and a point of focus
• Evoke different feeling through the choice of
  slope, length, and thickness of lines
• Horizontal(tranquillity), Vertical(strength),
  Slanted lines(upward movement)
• Shapes also arouse certain emotions and have
  specific connotations
• Curving lines(femininity), Sharp
  lines(masculinity)

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Packaging Size

• Satisfy the unique needs of various market
  segments
• Represent different usage situations
• Gain more shelf space in retail outlets

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Physical Materials

• The most important consideration should be the
  marketing-communications implications of the
  materials chosen rather than cost
• Can arouse consumer emotions
• Metal(strength, durability, coldness)
• Plastics(lightness, cleanliness, cheapness)
• Wood(masculinity), Velvet(femininity)

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Product Information

• Key words on the package information on the back
  panel, ingredients, warnings, pictures, and
  illustrations
• Words new, improved, and free frequently appear
  on packages
• Short, memorable slogan can facilitate the
  consumers retrieval of advertising content

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Evaluating the Package The VIEW Model
Visibility
Information
Emotional Appeal
Workability
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Evaluating the Package The VIEW Model
Visibility

• Ability of a package to attract attention at the
  point of purchase
• To have a package stand out on the shelf yet not
  to detract brands image
• Special seasonal and holiday packaging as a way
  of attracting attention

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Evaluating the Package The VIEW Model
Information

• Product usage instructions, claimed benefits,
  slogans, and supplementary information
• Avoid cluttering the package with excess
  information
• Useful for
• Stimulating trial purchases
• Encouraging repeat purchase behavior
• providing correct usage instruction

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Evaluating the Package The VIEW Model

• Illustration of packaging information for
  Gardenburger Veggie Patties

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Evaluating the Package The VIEW Model
Emotional Appeal

• The ability of a package to evoke a desired
  feeling or mood
• CPM vs. HEM
• Some packages emphasize informational content,
  while others heavily emphasize emotional content
• Blend informational and emotional content so as
  to simultaneously appeal to consumers

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Evaluating the Package The VIEW Model

• The changing faces of Betty Crocker

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Evaluating the Package The VIEW Model

• Emotional
• appeals in the
• packaging of
• WOW!

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Evaluating the Package The VIEW Model

• Rationale for
• Tostitos
• packaging
• graphics

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Evaluating the Package The VIEW Model
Workability

• How a package functions (Does it)
• Protect the product contents?
• Simplify the consumers task in accessing and
  using the product?
• Protect retailers against unintentional breakage
  from consumer handling and from pilferage?
• Is the packaging environmentally friendly?

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Designing a Package
Step 1 Specify Brand Positioning Objectives
Step 2 Conduct a Product Category Analysis
Step 3 Perform a Competitive Analysis
Step 4 Identify Salient Brand Attributes/Benefits
Step 5 Determine Communication Priorities
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Point-of-Purchase Advertising

• Point-of-purchasestore environment
• A final opportunity to affect consumer behavior
• Many product-and-brand choice decisions are made
  at this time
• It is the time and place at which all elements of
  the sale (consumer, money and product) come
  together

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Point-of-Purchase Materials
displays intended for six months or more

• Permanent P-O-P

Temporary P-O-P
In-Store Media
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Point-of-Purchase Displays

• Permanent display
• for candy bars

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Point-of-Purchase Displays

• Permanent display
• for Sesame Street
• toys

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Point-of-Purchase Displays

• Permanent display
• for Kodak film

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Point-of-Purchase Materials
displays intended for six months or more

• Permanent P-O-P

displays intended for fewer than six months
Temporary P-O-P
In-Store Media
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Point-of-Purchase Displays

• Temporary display
• for Alpo dog food

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Point-of-Purchase Displays

• Temporary display
• for Michelob beer

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Point-of-Purchase Displays

• Temporary display
• for Goldfish crackers

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Point-of-Purchase Materials
displays intended for six months or more

• Permanent P-O-P

displays intended for fewer than six months
Temporary P-O-P
executed by a third party (P-O-P radio, shopping
cart ads, shelf talkers, coupon dispensers, etc..)
In-Store Media
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Point-of-Purchase Displays

• ActMedia shelf talk
• in-store advertising

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Point-of-Purchase Displays

• ActMedia
• in-store
• advertising cart

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P-O-P Displays

• Actmedia
• instant
• coupons

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Accomplishments of P-O-P
Accomplishments For Manufacturers

• Keeps the companys name and the brand name
  before the consumer and reinforces a brand image
• Calls attention to sales promotions and helps
  stimulate impulse purchasing

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Accomplishments of P-O-P
Service to Retailers

• Increased revenue and profits
• Helps to utilize available space to the best
  advantage
• Enable to better organize shelf and floor space
  and to improve inventory control, volume, stock
  turnover, and profitability

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Accomplishments of P-O-P
Value to Customers

• P-O-P units deliver useful information and
  simplify the shopping process

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Accomplishments of P-O-P

• Synergistic Effect
• Capstone for an integrated marketing
  communications program
• When used in conjunction with advertisements and
  sales promotions, P-O-P can creative synergistic
  effect

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Functions of P-O-P Materials
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Functions of P-O-P Materials

• Alert consumers to specific items and provide
  potentially useful information
• Motion displays are expensive but especially
  effective to attract attention

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Functions of P-O-P Materials

• Encoding Specificity Principle
• states that information recall is enhanced when
  the context in which people attempt to retrieve
  information is the same/similar to the manner in
  which they originally encoded the information

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Consumer Buying Habits
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Consumer Buying Habits

• Promotion of
• POPAI

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Why P-O-P Displays Go Unused

• Do not satisfy the retailers needs
• Take up too much space
• Too unwieldy/too difficult to set up/ flimsy
• Lack eye appeal
• Some retailers do not believe the displays
  increase sales

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Other P-O-P Methods

• Computerized units that
• allow consumers
• to obtain information
• about the product

• Interactive
• Displays

Video Merchandising Centers
Audio and video presentations that perform
informational and transactional functions
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Persuading Retailers to UseP-O-P Materials

• P-O-P must satisfy the retailers need and the
  needs of the consumer
• Right size and format
• Fit the store décor
• User friendly
• Sent to stores when they are needed
• Properly coordinated with other marketing
  communications program
• Attractive, convenient, and useful for consumers