tài liệu truyền thông - chap03 - tạo điều kiện để thành công của thương hiệu mới

Understand the role performed by brand names in enhancing the success of new brands..  Is the introduction and acceptance of new ideas, including new brands  Is essential to long-term

© 2010 South-Western, a part of Cengage Learning

All rights reserved.

PowerPoint Presentation by Charlie Cook The University of West Alabama

Eighth Edition

Facilitating the Success

of New Brands

CHAPTER 3

1 Appreciate marcom’s role in facilitating the

introduction of new brands

2 Explain the innovation-related characteristics that

influence adoption of new brands

3 Understand the role performed by brand names in

enhancing the success of new brands

4 Explain the activities involved in the brand-naming

process

5 Appreciate the role of logos

6 Describe the various elements underlying the creation

of effective packages

Chapter Objectives

After reading this chapter you should be able to:

 Is the introduction and acceptance of new ideas,

including new brands

 Is essential to long-term market success

• Marketing Communications

 Facilitate successful new product introductions

 Reduce the product failure rate (potentially 35-45%)

Observability Trialability

Complexity

Time and Effort Savings

Immediacy

of Reward

Consumer Perception

of a New Brand versus Alternatives

Past Consumption

Practices

Compatibility Factors Affecting the Rate of New Brand Adoption

 The degree to which the positive effects of

new-product usage can be observed by users and others

 Is a company’s unique designation or trademark,

which distinguishes its offering from other product

category entries

• Exceptions to Naming Rules

 Some brands become successful in spite of their

names

 First brand in a new product category can be

successful regardless of its name if it offers distinct advantages

meaningless at inception

Brand Equity Formation

Effects of a Brand Name

Suitable for global use

Memorable and pronounceable

Facilitates consumer learning

Memory Cues

 Is a graphic design element related to a brand name

 Not all brand names are associated with a distinct

logo

• Good Logo Designs

 Are natural—neither too simple nor too complex

 Are readily recognized

 Convey same meaning to all target market members

 Evoke positive feelings

 Are suited for periodic updating

Functions of

the Package

Contain and protect product

Draw attention

to brand

Break through competitive clutter

Justify price and value

Signify features and benefits

Convey emotionality

Color

Shape

Information Labeling

Physical Materials Size

 Have emotional effects on users

 Create perceptions of elegance and prestige by using polished reflective surfaces

 Can have meanings that vary across different cultures

© 2010 South-Western, a part of

Cengage Learning All rights

reserved

3–27

Design and Shape Cues in Packaging

• Effective Package Design

 Provides good eye flow and a point of focus

 Evokes different feelings through the choice of slope, length, and thickness of lines—horizontal (tranquility), vertical (strength), slanted lines (upward movement)

 Uses shapes to arouse emotions and evoke specific connotations—curving lines (femininity), sharp lines (masculinity)

 Uses shapes to promote positive perceptions of

volume, harmony, balance, and beauty

 Satisfies unique needs of various market segments

 Represents different usage situations

 Can help gain more shelf space in retail outlets

• Physical Materials

 Can increase sales and profits

 Arouse emotions and affect perceptions of product

characteristics

• Attract attention at the point of purchase

• Stand out on the shelf yet not to detract brand’s image

• Require special seasonal and holiday packaging

Does package:

• Provide usage instructions, claimed benefits, slogans, and

supplementary information

• Stimulate trial purchases, encourage repeat purchases, and

provide correct usage instruction

Does package:

• Evoke the desired feeling or mood

• Properly blend informational and emotional content to

simultaneously appeal to consumers

Workability

Does package:

• Protect the product contents against breakage and pilferage

• Facilitate easy storage and handling

• Simplify consumer’s task in accessing and using the product

• Appear to be environmentally friendly