中国经济管理大学 MBA课《Brand Management04》

徐老师

中国经济管理大学
《战略品牌管理》MBA导师手册（工商管理经典教材）
Chapter 4
Choosing Elements to Build Brand Equity

Overview
Chapter 4 examines the elements that marketers can use to identify and differentiate a brand. Names, logos, symbols, characters, slogans, URLs, jingles and packages all influence a company’s ability to build awareness and image for a brand and, consequently, have a direct impact on the degree of positive brand equity that can be established. Brand elements can be judged on the merits of their brand-building ability by isolating the element in a consumer survey and measuring consumers’ response to the brand based solely on the isolated element. If the consumers infer or assume a certain valued association or response, the element is said to contribute positively to brand equity.
Six general criteria should govern a firm’s choice of brand elements. First, an element should be memorable, or easy to recognize and recall. Second, an element should be meaningful, or descriptive, persuasive, inherently fun and interesting, and rich in visual and verbal imagery. Third, an element should be likeable to consumers, in an aesthetic sense and in an emotional sense. Fourth, an element should be transferable within and across product categories, and across geographical and cultural boundaries. Fifth, an element should be adaptable, or flexible and capable of being updated over time. Sixth, an element should be protectable, both legally and competitively.
Next, the chapter discusses the benefits and drawbacks inherent in the choice of each type of brand element. For example, selecting a familiar-sounding name for a brand would likely lead to high recallability, but recognition often requires brand names to be different, distinct, or unusual. Fictitious or coined names are often used to satisfy this criteria. Brand characters are beneficial because they typically aid awareness, reinforce key brand strengths, add elements of fun, excitement, humor, etc., and can be transferred across product categories. Consumer associations with a brand character can be so strong, however, that they actually dampen awareness by dominating other brand elements. Also, brand characters must be updated over time.
The chapter ends by discussing how brand elements can be “mixed and matched” for maximum equity building. Brand elements must be mixed to achieve different positioning objectives, for instance. It is also important to match brand elements by ensuring that they harbor similarities that reinforce some shared meaning. Taken together, the entire set of brand elements makes up the brand identity, which reflects the contribution of all the elements to awareness and image.
Brand Focus 4.0 discusses legal issues for branding. These include trademark protection from counterfeit and imitator brands, trademark issues with generic names, and trademark issues with packaging.
Science of Branding
4-1: Brand Design & Aesthetics
4-2: Counterfeit Business is Booming
4-3: Balance Creative and Strategic Thinking to Create Great Characters
4-4: Brand Makeover Experts: Landor Associates
4-5: The Psychology of Packaging
Branding Briefs
4-1: Branding a New Soft Drink
4-2: Geiko Geco Becomes Advertising Icon
4-3: Bringing Betty Crocker into the 1990s
4-4: Benetton’s Brand Equity Management
4-5: Inside a Packaging Makeover
Additional Branding Briefs:
4-6: New Wine, New Bottles
Discussion questions
1. Pick a brand. Identify all of its brand elements and assess their ability to contribute to brand equity according to the choice criteria identified in the chapter.
Answers will vary.
2. What are your favorite brand characters?  Do you think they contribute to brand equity in any way?  How?  Can you relate their effects to the customer-based brand equity model?

Brand characters relate to the customer-based brand equity model because they can contribute to the differential effect in a consumer’s response to marketing. Characters can create positive associations and feelings toward the brands they represent, improve awareness, develop additional brand knowledge, and lead to consumer resonance with the brand.
3. What are some other examples of slogans not listed in the chapter that make strong contributions to brand equity?  Why?  Can you think of any “bad” slogans?  Why do you consider them to be so?

Slogans could be considered “bad” for a variety of reasons. For example, a slogan might be “bad” if it seems outdated to consumers, if it focuses on an inappropriate or irrelevant aspect of the brand, if it strives for humor but falls short, if it is confusing, if it is overly complicated, and so forth.
4. Choose a package for any supermarket product. Assess its contribution to brand equity. Justify your decisions.

Answers will vary.
5. Can you think of some general guidelines to help marketers “mix and match” brand elements?  Can you ever have “too many” brand elements?  Which brand do you think does the best job of “mixing and matching” brand elements?

Guidelines for mixing and matching brand elements might touch on presenting a cohesive and consistent image for the brand, ensuring that brand elements are not too disparate, and reinforcing the brand’s positioning.
Exercises and assignments
1. Have students make a list of brand slogans, analyze what each communicates, and explain why the parent firm would select it.
2. Ask students to develop a brand name, logo and symbol, slogan, package and, if appropriate, character for a new product. Discuss how the elements would change if the target market changed. Candidates might include a men’s fragrance, a laundry detergent, a battery-free wind-up flashlight, and a sparkling fruit drink. (Can be related to Branding Brief 4-1: Branding a New Soft Drink.)
3. Tell students to pick two brands from the same product category and compare their brand elements in terms of their memorability, protectability, adaptability, meaningfulness, and transferability. Haagen-Dazs vs Ben and Jerry’s ice cream, Aquafina vs. Dasani water, Michelin vs. Goodyear tires, Holiday Inn vs. Comfort Inn motels, Heineken vs. Michelob beer, and Budweiser vs. Miller beer could be used.
4. Bring in or have students bring in competing brands so that their packages can be compared. Discuss the reasons for the similarities and differences between them, as well as the pros and cons of each.
Key take-away points
1. A brand’s identity is created through the choice of a name, URL, logo, symbol, slogan, package, jingle, and character.
2. Brand elements should be memorable, meaningful, transferable, adaptable and protectable.
3. The brand-building potential of brand elements can be gauged by asking consumers what they would think about the product if they knew only its name, logo, and other identity characteristics.
4. All the brand elements for a particular brand create the brand identity, which conveys the contribution of these elements to image and awareness.
Branding Brief 4-6
new wine, new bottles

Also picking up on the packaging trend — and in the face of slumping sales — wine makers have gone beyond pretty labels to consider selling the fruits of their labor in bottles of different shapes and sizes. As one packaging expert noted, "Wine makers are finding out that packaging can be a real important part of a product's appeal. Not just a prettier label but a functionally different package."  To illustrate some of the changes, note the following observation by one marketing commentator:
“If you're taking a lunch break on the ski slopes, you can open up a 187 milliliter screw-cap bottle, the size that used to be found only on planes but now can be bought in supermarkets and at mountaintop ski cafes. If you're expecting lots of relatives for the holidays, you can try a five-liter bag-in-a-box. If you're having an intimate dinner with a temperate date, uncork a 500 milliliter bottle, which holds four glasses instead of the six in the standard 750 milliliter bottle.”
Although still relatively small in absolute terms, these new packages have seen the fastest relative growth in sales in the category. New packages are even being used for varietal wines (i.e., wines identified with a particular grape such as with chardonnays), as well as with the blended jug or generic wines. Wine makers are hoping that at least some consumers will trade image and status for convenience (with smaller bottles) and value (with bigger bottles).
Some wineries are also changing the look of their packaging. In recent years, wineries have altered the appearance of the bottle’s neck bands, added a flange to the bottle lip, and replaced wooden corks with colored plastic ones. One popular alteration is to change the hue of the bottle to deep blue. Schmitt Schone, a German wine producer that typically sold 6,000 cases annually, switched its Riesling bottle from green to blue, and within six months sold 60,000 cases. Others popular cosmetic changes to wine bottles include using frosted glass and clear labels. When Sutter Home Winery, the fourth-largest wine seller in the U.S., began using a clear label, sales increased 25 percent the following year. One expert attributes the packaging changes to the desire for wineries to stand out from the crowd, saying, “It’s a fragmented, competitive business. If a winery can gain an advantage by staying vibrant [in its packaging] they’re going to do it.”   

中国经济管理大学
《战略品牌管理》MBA导师手册（工商管理经典教材）
第四章
选择元素，建立品牌资产

概述
第四章考察的内容，营销人员可以用它来识别和区分一个品牌。名称，标志，符号，文字，标语，网址，广告歌曲和包都影响公司的能力，建立一个品牌知名度和形象，因此，有一个品牌权益的积极程度，可以建立直接的影响。品牌要素上可以判断自己的品牌建设能力的优点，通过隔离在消费者调查的元素和衡量消费者响应的基础上完全孤立的元素的品牌。如果消费者推断或承担一定的值关联或响应，该元素是说品牌权益作出积极贡献。
六名一般标准应治理一个企业的品牌要素的选择。首先，一个元素应该是难忘的，否则容易识别和回收。其次，一个元素应该是有意义的，或描述性的，有说服力的，固有的乐趣，并在视觉和口头意象丰富。第三，元素应该可爱的消费者，一种审美意识和情感的感觉。第四，应转让元素内和跨产品类别，跨越地理和文化的界限。第五，一个元素，能适应，或灵活，随着时间的推移被更新的能力。第六，应受保护的元素，无论在法律上和竞争力。
接下来，本章讨论的优点和缺点在每个元素的类型选择品牌所固有的。例如，选择一个品牌很可能会导致高recallability熟悉动听的名字，但往往需要品牌识别是不同的，独特的，或不寻常的。虚构或杜撰的名字常常被用来满足这个标准。品牌字符是有利的，因为他们通常援助意识，强化品牌优势的关键，加好玩，刺激，幽默等元素，并且可以跨产品类别转移。以崭新的字符消费者协会可以如此强大，但是，他们实际上削弱了统治其他品牌元素的认识。此外，品牌字符必须随着时间的推移进行更新。
本章通过讨论如何结束品牌元素可以“混合和匹配”建设的最大权益。品牌要素必须充分混合，以实现例如不同的定位目标。这也是很重要的比赛，确保他们的海港相似之处加强一些共同意义的品牌元素。两者合计，品牌要素构成了一整套的品牌标识，这反映了所有元素的贡献意识和形象。
4.0品牌集中讨论了品牌的法律问题。这些措施包括从假冒商标模仿品牌，商标与通用名称的问题，并与包装的商标保护问题。
科学的品牌
4-1：品牌设计与美学
4-2：伪造生意兴隆
4-3：平衡创意和战略思维来创造伟大人物
4-4：品牌改头换面专家：朗涛协会
4-5：包装的心理学
品牌简介
4-1：一个新的软饮料品牌
4-2：艺妓Geco成为广告图标
4-3：将进入20世纪90年代贝蒂克罗克
4-4：贝纳通的品牌资产管理
4-5：一个包装内改头换面
其他品牌简介：
4-6：新酒，新瓶
讨论的问题
1。选择一个品牌。确定其品牌的所有元素，并评估其能力，促进品牌资产按照本章确定的选择标准。
答案会有不同。
2。什么是您最喜爱的品牌的角色？你认为他们以任何方式贡献，以品牌资产？怎么样？你能的影响涉及到以客户为基础的品牌权益模型？
品牌人物涉及到顾客的品牌资产模型，因为它们能有助于在消费者的反应到市场营销的不同影响。角色可以创造积极组织对他们所代表的品牌和感情，提高认识，开发更多的品牌知识，并导致消费者对品牌的共鸣。
3。什么是没有的章节作出巨大贡献的品牌资产上市的一些口号其他例子吗？为什么呢？你能想到的任何“坏”的口号？你认为他们为什么要这样呢？
口号可以被认为是“坏”的原因有多种。例如，一个口号可能是“坏”如果它似乎已经过时的消费者，如果它集中在一个品牌的不适当或不相关的方面，如果争取幽默，但功亏一篑，如果它是混乱的，如果它过于复杂，等等。
4。选择任何超市产品包装。评估品牌资产的贡献。证明你的决定。
答案会有不同。
5。你能想到的一些一般性的准则，以帮助营销“混搭”的品牌元素？但是你真的有“太多”的品牌元素？你认为哪个品牌做的“混合与匹配”的品牌元素最好的工作？
混合和匹配的品牌元素准则可能触及提出了一个有凝聚力和一致的品牌形象，确保品牌元素是不是太悬殊，并强化品牌的定位。
练习和作业
1。让学生做一个品牌口号名单，分析了每个通信，并解释为何母公司会选择它。
2。要求学生建立一个品牌名称，标志和符号，口号，包装，如果合适，字符的新产品。该元素将讨论如何改变，如果目标市场变化。候选人可能包括男士香水，洗衣清洁剂，一种不用电池的发条手电筒，波光粼粼的果汁饮料。 （可与品牌简介4-1：一个新的软饮料品牌。）
3。告诉学生回升，从同一产品类别的两个品牌和在他们的记忆性比较，protectability，适应性，意义和转让方面的品牌元素。哈根达斯与本和杰里的冰淇淋，Aquafina主场迎战Dasani水，米其林固特异轮胎对比，对比的Comfort Inn假日酒店汽车旅馆，喜力啤酒米狮主场迎战，主场迎战米勒啤酒和百威啤酒可以使用。
4。带来或有学生带来的竞争，使他们的包可以进行比较的品牌。讨论它们之间的相似性和差异，以及各的优点和缺点的原因。
重点外卖点
1。一个品牌的形象，通过创建一个名称，网址，标识，标志，口号，包装，叮当和字符的选择。
2。品牌要素应该是难忘的，有意义的，可转让，适应能力和受保护。
3。品牌的品牌要素建设的潜力，可从其询问消费者他们将有关产品的认为如果他们只知道它的名称，标志和其他身份特征。
4。所有的某一特定品牌的品牌元素创造的品牌标识，这体现了这些要素贡献的形象和意识。

品牌创建简介4-6
新酒，新瓶

在包装上还挑选潮流 - 在面对的销售疲软 - 葡萄酒生产商已经超出了漂亮的标签，以考虑出售在不同形状和大小瓶他们的劳动成果。正如一位包装专家指出，“葡萄酒制造商们发现自己的包装可以是一个真正的产品的吸引力的重要组成部分。不只是一个漂亮的标签，但功能不同的包。”为了说明的一些变化，请注意一个营销评论员如下意见：
“如果你正在做的滑雪场午休时间，你可以打开一个一八七毫升旋盖瓶，大小仅用于在飞机上被发现，但现在可以在超市和咖啡馆买了山顶滑雪。如果你希望在节日的亲属很多，你可以尝试五升中袋一箱。如果你有一个带有温带日期亲密泄漏一500毫升一瓶，它拥有的标准七百五十○毫升瓶四，而不是六个眼镜晚餐。“
虽然还比较小，绝对数量来看，这些新的软件包已经看到了在相对增长最快的类别的销售。新的软件包，甚至被用于葡萄酒的品种（即确定与特定的葡萄，如与霞多丽葡萄酒），以及与混合罐或一般的葡萄酒。葡萄酒生产商们希望，至少一些消费者将贸易便利形象和地位（较小瓶）和值（带大瓶）。
一些酒厂也改变了他们的包装外观。近年来，葡萄酒厂改变了瓶子的脖子条带的出现，增加了法兰在瓶子的嘴唇，用彩色塑料的替代木制瓶塞。一种流行的改变就是改变瓶子的色调，深蓝色。施密特Schone，德国葡萄酒生产商，通常每年出售六千箱子，由绿转蓝瓶的雷司令，并在六个月内卖出60000案件。受人欢迎的葡萄酒瓶表面的改变包括使用磨砂玻璃和透明标签。当萨特家庭酿酒厂，在美国第四大葡萄酒销售商，开始使用一个明确的标签，销售增长25个百分点下一年。一位专家属性更改为酒厂的包装的愿望脱颖而出的人群，说：“这是一个支离破碎的，有竞争力的业务。如果能够获得通过酒厂住[在其包装]充满活力的一个优势，他们将要做的事吧。“

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