Discussion Question 2 (50 points)
Creating brand identities or brand elements is one of the ways that companies seek to differentiate themselves in the minds of customers. Describe the six (6) criteria discussed in your text for choosing brand elements to build brand equity; then, respond to the following: 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? (50 points) (A 2-page response is required.)
Solution: Criteria for Choosing Brand Elements
Brand elements are the components of the brand which are used to differentiate and to make a unique identity of a brand. These brand elements can be used to create strong brand equity. The reception of these elements by the consumers and the market would yield the outcomes of the used brand elements. These brand elements can be chosen by using six criteria. These six criteria are categorized based on two main criteria. These can be used for brand building, or for brand maintaining. Depending on the type of branding needs, one can use the six criteria for the choice of the brand elements. The two categories and the six brand choosing criteria are explained briefly.
1-Brand Building:
Memorability
These require brand elements to aid in facilitating in recognition and better, recalling of the brand during its consumption as well as during its purchase.
Meaningfulness
As per this criterion, the marketer is needed to ensure that all the elements of the brand are aligned with the product category of the brand. It is needed to develop recognition and awareness of the product category. The brand elements should have the descriptive factor suggesting the benefits of the brand.
Likability
Brands should be likable. The boring descriptive part of the product is not needed to be broadcasted as well. The elements should be fun, colorful, and persuasive for the market.
The more likable, memorable, and meaningful a brand is, the more it attracts the market and creates brand recognition reducing the burden and cost of marketing.
2-Brand Maintaining:
Transferability
It is the criterion which shows the extent to which a brand element can add to the brand equity of a new element in the extension line. A major factor to remember in this regard is to consider that the elements are universally acceptable and will not cause any hindrance to the geographic brand extension.
Adaptability
The brand elements are to be adaptable to remain relevant to the changing preference and trends of the market. The changing needs, trends, and preferences of the world is difficult to adapt. One should, therefore, consider this while choosing the brand element.
Protectability
After considering all the criteria and passing of all the brand elements through these brand criteria, the last criterion is to be considered. The brand element should be protectable as well. It should be selected in the manner that it can be protected internationally after its geographic expansion (Keller, 2013).
These above three criteria constitute the defensive strategy of brand maintenance. A brand character is a sign which functions to give identity to the brand. My favorite brand characters are Mickey Mouse and the Paddle Pop Lion of Walls brand. Brand characters contribute to the brand equity of a brand by creating awareness and recognition. The brand mentioned above characters target young market specifically the children. All the elements of the logo, how it is presented, tapping the knowledge level of the market, i.e., children, the attractive colors and images used, all together aid in building a strong association between the market and the brand. If a brand is easily recognizable and can be recalled after time through its brand characters, then it is possible that the customers would prefer to have it against available alternatives. Therefore, it can be said that brand character contributes majorly to the brand equity model.
Children like stories. Brand characters, thus are associated and powered by their stories and the role they play in these stories. The building of familiarity between the child and the character requires the company to invest in advertising. Looking at the consumer-based brand equity model from the psychological perspective, it is found that it is the differential effect of the brand knowledge reflected in the response of the consumer to the marketing of the brand. Disney has created many brand characters, but Mickey Mouse is the fundamental one which endorses the fun, cheerful and smart side of the brand. The Disneyland and various TV series are used for its propagation (Winsor, 2015). Similarly, the story of the adventure of the Paddle Pop Lion is another way of narrating the adventurous side of the Walls (Walls, 2018). It uses a story to create the emotional experience which will facilitate in creating emotional and subjective brand equity. A brand character associated with the packaging of the product also makes the consumers inclined to increase their purchase requests. Thus, it can be concluded that the brand character contributes to the brand equity.
References
Keller, K. L. (2013). Strategic Brand Management. Pearson Education.
Walls. (2018). Paddle Pop. Retrieved February 1, 2018, from Paddle Pop: http://www.paddlepopadventure.com/characters/default.aspx
Winsor, R. M. (2015). “The Magic of the Mouse: An Exploration of Brand Personality in The Walt Disney Company. The University of New Hampshire. Retrieved from http://news.bbc.co.uk/2/hi/business/4333461.stm
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