Brand Elements

Brand Elements are those trade markable devices that serve to identify and differentiate the brand. The main ones are brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packaging etc.

Why Brand Elements?

The customer based brand equity model suggests that marketers should choose brand elements To enhance brand awareness Facilitate the formation of strong and unique brand associations Elicit positive brand feelings

Criteria for Choosing Brand Elements

Offensive Strategies Memorable Easily Recognized Easily Recalled Meaningful Descriptive Persuasive Likable Rich visual/verbal imagery Aesthetically Pleasing

Criteria for Choosing Brand Elements Contd.

Defensive Strategies Transferable Within and across product categories Across geographic boundaries Adaptable Flexible Update-able Protectable Legally Competitively

Packaging
Identify the brand strong brand association with packaging style of company Convey descriptive & persuasive information Facilitate product transportation & protection & storage

Packaging Essentials
Know your consumer Take the big-picture approach Aesthetics + Function Know your distribution channels Educate Management

Success Keys
Keeping brand simple and direct Manufacturing in less quantities Targeting higher income group people Making parity with the trend Quick replacement through new styles Introducing fashion statement Target customers Men, Women and Children

Adds

STORES IN INDIA

Online Reputation Management

Online Reputation Management

Conversations are taking place online all the time. Social media has given consumers a voice and a platform. This is a powerful and immediate data source. Use ORM to manage potential online reputation crises. ORM can actively guide the brand on strategy and tactics.

Online Reputation Management cont.

Use ORM to engage in digital conversations so as to influence a brands reputation. You can gain strategic insights and guide decision making.

Brands now only control 66% of their brand touch points ...McKinsey Quarterly

Step 1 Listen to the conversation.

The Internet is a real-time focus group. Use ORM keywords to track conversations.

Searches include these main focus areas:

Competito rs Brand names Product launches Website updates Job vacancies Industry Conference s Patents News Competito rs Brand names Product launches Website updates Job vacancies

Consider the type of search to use.

Broad match i.e. zara Any of or all words must be found Direct match i.e. zara Only find mentions when phrase appears complete or in order.

Consider the type of search to use cont.

Inclusive match i.e.zara+clothes. Any mention containing Apple AND computers but not necessarily in that order.

Exclusive match - i.e. zara radiance. Only mentions which contain the first word or phrase but NOT when the second word is also in the same mention.

Use search engines and RSS for convenience.

Paid services can also provide full monitoring. e.g. http://www.brandseye.com/

Monitor the following:

Blogs Twitter News Forums Comment boards Photos Videos Job listings Events Patents Website changes and more!

Use specialised tools to do this.

Google Alerts: www.google.com/alerts Google News: news.google.com Google Blog Search: blogsearch.google.com Google Patent Search: www.google.com/patents Google Video Search: video.google.com/videosearch

How to recover from a brand attack

1. Humility It can happen to you

2. Listen Understand
3. Act immediately! Respond quickly Show you care 4. If what theyre saying is false... Ask for a removal or retraction If nothing happens, comment

How to recover from a brand attack cont.

5. If what theyre saying is true... Send your side of the story and try to take it offline 6. Maintain communication If you arent yet, get online! Start a blog Participate in forums and chat rooms 7. Care Give good service and respect 8. Be prepared Have strategies in place to identify a reputation crisis Respond quickly

If all else fails, apologise and move on