Brand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market. A successful brand helps a company enter new product categories more easily. Some good examples of this are: Jell-o (pudding, pudding snacks), Crayola (markers, pens and paints), Dole (pineapple juice, fruit juice, fruit salad, fruit juice frozen fruit bars), Ivory (soap, dishwashing liquid, gentle care detergent), Woolite (fabric wash, carpet cleaner spray), Arm & Hammer (toothpaste).
Brand extension can be very profitable to company or can fail. Harley Davidson perfume, Coors spring water. Both of these were doomed to failure because of the brand name’s attachment to an unrelated product. However, the prize for the most bizarre brand extension must go to Bic. The company, best known for producing disposable pens, thought its brand name was strong enough to be applied to other categories. Indeed, it had already achieved success with disposable cigarette lighters and safety razors. The unifying factor here was ‘disposability’. Bic pens, lighters and razors were all throwaway goods. Bic could exploit its well-established distribution network and sell the lighters and razors in the same outlets as its pens.
However, when the Bic brand applied its name to women’s underwear, consisting of a line of ‘disposable pantyhose’ they were unable to attract customers. Okay, so the disposability element was still there. But that was about it. Consumers were unable to see any link between Bic’s other products and underwear; because of course there was no link. The main problem was that the company insisted on using the Bic name.
Wednesday, October 8, 2008
Brand Characters
Brand characters are unique in that they straddle the worlds of marketing and entertainment. Clearly they exist to represent a brand, but they live in a consumer frame of reference that puts them in competition with characters from television, movies, video games and novels. To be truly effective, brand characters have to combine the best of both worlds. They must be engaging characters in their own right while staying authentically rooted in the brand.
The one brand character I find the most interesting is the burger king mascot. After first appearing, feedback for the character was overwhelmingly negative. Most people responded by saying the character was creep and “off-putting”. Burger kings response was to except this criticism and poke fun at this image. The mascot became purposefully off-putting and annoying. People in the ads reacted to the character as creepy.
The one brand character I find the most interesting is the burger king mascot. After first appearing, feedback for the character was overwhelmingly negative. Most people responded by saying the character was creep and “off-putting”. Burger kings response was to except this criticism and poke fun at this image. The mascot became purposefully off-putting and annoying. People in the ads reacted to the character as creepy.
Branding and Hip Hop
As a young boy I was always fascinated by the stories of inner city life and struggler dictated to me by my favorite hip hop artist. I also enjoyed the entire esthetic package that went along with this imagery. Any product that was mentioned or wore by these artists became desirable to me. Nike, adidas and Reebok were cashing in on the hip hop craze.
What happen next was interesting and obvious in hindsight. Certain artist such as Jay Z, Snoop Dog and Puff Daddy (his name at the time), not only realized that they were being short changed by the larger corporations, but that they themselves were brands. This was a revolutionary concept. They were not only going to sell concert t shirts, but clothing lines that really had nothing to do with their performance. Strictly the image the presented.
This lead the way for artist to sell their image and cool to cash in were large companies had cashed in the past.
What happen next was interesting and obvious in hindsight. Certain artist such as Jay Z, Snoop Dog and Puff Daddy (his name at the time), not only realized that they were being short changed by the larger corporations, but that they themselves were brands. This was a revolutionary concept. They were not only going to sell concert t shirts, but clothing lines that really had nothing to do with their performance. Strictly the image the presented.
This lead the way for artist to sell their image and cool to cash in were large companies had cashed in the past.
Brand Positioning
If you watch A&E, you know they feature a lineup of such excellence in television as "Dog, the Bounty Hunter" (about a Hawaiian bounty hunting family), "Criss Angel Mindfreak" (about a David Blaine wannabe), and "Growing Up Gotti" (about the daily lives of the relatives of the famous mob boss). My girlfirend is fond of asking: "Does this show represent the A or the E in Arts & Entertainment?" We've come to the conclusion that most of them probably represent the ampersand. Not that we don't love Dog, because he is in fact awesome, but these shows seem like strange bedfellows if you think back to the type of network A&E was when it was launched.
Then there's TLC, or the Learning Channel network. TLC features such shows as "What Not To Wear", "Trading Spaces" and "Overhaulin'". In my household, we've renamed it the Loser Channel, since it seems to be aimed at people who have no idea how to dress or decorate their home, and who drive cars in need of serious bodywork. When I think of TLC, I think of shows about space, and nature, and ... and ... "Sports Disasters"? As they describe it:
Through emotional storytelling, TLC seeks to unite, engage and empower people to transform their lives. TLC is one of the most valued entertainment brands in the marketplace today, a trusted place for viewers to find high-quality programming. Should I watch Miami Ink, about a tattoo parlor in Miami airing on TLC, or Inked, about a tattoo
Then there's TLC, or the Learning Channel network. TLC features such shows as "What Not To Wear", "Trading Spaces" and "Overhaulin'". In my household, we've renamed it the Loser Channel, since it seems to be aimed at people who have no idea how to dress or decorate their home, and who drive cars in need of serious bodywork. When I think of TLC, I think of shows about space, and nature, and ... and ... "Sports Disasters"? As they describe it:
Through emotional storytelling, TLC seeks to unite, engage and empower people to transform their lives. TLC is one of the most valued entertainment brands in the marketplace today, a trusted place for viewers to find high-quality programming. Should I watch Miami Ink, about a tattoo parlor in Miami airing on TLC, or Inked, about a tattoo
Brand Personality
A brand personality is a comprehensive concept, which includes all the tangible and intangible traits of a brand: beliefs, values, prejudices, features, interests, and heritage. A brand personality makes it unique. Just like people, all brands have a personality. Whether it is shallow and instrumental or deep, emotionally charged and carefully managed. This personality is crucial. Why? Personality is a key issue in our society. Look at politics: the popularity of politicians and government leaders is personality based. It is not about their identity, it is not about their views, which are elements of the overall concept that matter most. Is Barack Obama so successful because of his identity, his views, or his overall personality?
To give an example of how this works is to point out the brand personalities of a few very well known and popular brands. Harley Davidson: rugged and macho with a sprit of adventure and freedom. TSN: an authoritative passion for sports, knowledgeable with a bit of irreverence.
A Brand’s personality must also reflect the perceptions, motivations, and values of its target audience. For example, loyal users of American Express (according to Marketing Magazine) view the brand’s personality as sophisticated dignified, and educated. On the other hand, those outside the brand tend to see American Express as sophisticated, classy, snobbish, and condescending
Two of the biggest advantages of brand personalities are based on their distinctive personalities; consumers are able to differentiate between brands. Another advantage is that the consumer can interpret the brand’s image in such a way that it is personally more meaningful. Brand personality encourages more active processing on the part of the consumer. Thus, the consumer puts more effort in creating the using the brand personality.
To give an example of how this works is to point out the brand personalities of a few very well known and popular brands. Harley Davidson: rugged and macho with a sprit of adventure and freedom. TSN: an authoritative passion for sports, knowledgeable with a bit of irreverence.
A Brand’s personality must also reflect the perceptions, motivations, and values of its target audience. For example, loyal users of American Express (according to Marketing Magazine) view the brand’s personality as sophisticated dignified, and educated. On the other hand, those outside the brand tend to see American Express as sophisticated, classy, snobbish, and condescending
Two of the biggest advantages of brand personalities are based on their distinctive personalities; consumers are able to differentiate between brands. Another advantage is that the consumer can interpret the brand’s image in such a way that it is personally more meaningful. Brand personality encourages more active processing on the part of the consumer. Thus, the consumer puts more effort in creating the using the brand personality.
Brand Loyalty
Brand Loyalty is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, or level of quality at the right price. Consumer behavior is habitual because habits are safe and familiar. In order to create brand loyalty, advertisers must break consumer habits, help them acquire new habits, and reinforce those habits by reminding consumers of the value of their purchase and encourage them to continue purchasing those products in the future.
Consumers must like the product in order to develop loyalty to it. In order to convert occasional purchasers into brand loyalists, habits must be reinforced. Consumers must be reminded of the value of their purchase and encouraged to continue purchasing the product in the future.
The Coca-Cola Company announced its decision to change the flavor of the company's flagship brand. This decision was made based on the fact that Pepsi consumer research discovered in blind taste tests that a majority of consumers preferred the taste of Pepsi to that of Coke (According to film shown in my first year of college). The Pepsi Challenge campaign made this public knowledge and Coke executives quickly moved to change America's top brand. New Coke came in a new can, with updated red and silver graphics replacing the traditional red and white look. Although taste tests of the New Coke had shown that majority of those tested preferred the new product, these tests could not gauge the emotional appeal of the old Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the old Coke when they realized market share was falling and christened it Classic Coke. Volume for the classic brand has risen 24 percent since 1984, making it the No. 1 soft drink in the land since 1987. Consumers became even more loyal to the brand after it was temporarily taken away from them.
Consumers must like the product in order to develop loyalty to it. In order to convert occasional purchasers into brand loyalists, habits must be reinforced. Consumers must be reminded of the value of their purchase and encouraged to continue purchasing the product in the future.
The Coca-Cola Company announced its decision to change the flavor of the company's flagship brand. This decision was made based on the fact that Pepsi consumer research discovered in blind taste tests that a majority of consumers preferred the taste of Pepsi to that of Coke (According to film shown in my first year of college). The Pepsi Challenge campaign made this public knowledge and Coke executives quickly moved to change America's top brand. New Coke came in a new can, with updated red and silver graphics replacing the traditional red and white look. Although taste tests of the New Coke had shown that majority of those tested preferred the new product, these tests could not gauge the emotional appeal of the old Coke. In other words, consumers want their cake and eat it too. A large public outcry ensued during the 79 days when old Coke was no longer on the shelves. Coca-Cola quickly reintroduced the old Coke when they realized market share was falling and christened it Classic Coke. Volume for the classic brand has risen 24 percent since 1984, making it the No. 1 soft drink in the land since 1987. Consumers became even more loyal to the brand after it was temporarily taken away from them.
Subscribe to:
Posts (Atom)