Marketing Management Tutorial 3 PDF

M AASTRICHT UNIVERSITY MARKETING MANAGEMENT TUTORIAL 3 TODAY’S TARGETS 01 02 Understand how brand In your group: Create elements such as names brand elements to and logos reinforce reinforce your brand brand personality...

M AASTRICHT UNIVERSITY MARKETING MANAGEMENT TUTORIAL 3 TODAY’S TARGETS 01 02 Understand how brand In your group: Create elements such as names brand elements to and logos reinforce reinforce your brand brand personality personality  01 Ice Breaker 02 Discussion of Materials TUTORIAL 03 Image Generation Tips AGENDA 04 Create: Brand logos 05 Elevator Pitch ICEBREAKER OLD VS NEW LOGOS STAND UP AND WALK TO THE SIDE OF THE LOGO YOU PREFER. ELABORATE WHY YOU PREFER IT. WHAT IS THE CONNECTION BETWEEN BRAND ELEMENTS AND BRAND PERSONALITY/ IDENTITY? BRAND ELEMENTS Brand Name Jingles "Riiiicolaaa!" Brand Brand Logo Packaging Elements Slogans Characters CONNECTING BRAND ELEMENTS AND BRAND IDENTITY Brand Brand Recognition Brand Brand Elements Knowledge Personality Brand Recall / Identity WHAT IS LOGO DESCRIPTIVENESS? ACCORDING TO LUFFARELLI ET AL. (2019) “the extent to which the textual and/or visual design elements of a logo are indicative of the type of product a brand markets” WHICH OF THESE LOGOS IS MORE DESCRIPTIVE? RESEARCH QUESTION ACCORDING TO LUFFARELLI ET AL. (2019) Examining how and when logo descriptiveness can have an impact on brand equity. THE BENEFITS OF DESCRIPTIVE LOGOS ACCORDING TO LUFFARELLI ET AL. (2019) EASIER TO PROCESS GREATER GREATER LIKING OF GREATER WILLINGNESS AUTHENTICITY THE BRAND TO BUY AND HIGHER NET SALES Note that Dall-E tends to create descriptive logos unless very clearly specified otherwise  WHEN DO DESCRIPTIVE LOGOS MATTER MORE? ACCORDING TO LUFFARELLI ET AL. (2019) This is your brand WHEN SHOULD YOU AVOID A DESCRIPTIVE LOGO? ACCORDING TO LUFFARELLI ET AL. (2019) ANALYSIS: BURGER KING RESEARCH QUESTION ACCORDING TO BAJAJ AND BOND (2017) …exposure to visually asymmetric (vs. symmetric) brand elements will increase perceptions of a brand as exciting (vs. unexciting) WHAT LOGO FOR AN EXCITING BRAND? ACCORDING TO BAJAJ AND BOND (2017) Asymmetric logos are associated with brand excitement, characterized by traits such as daring and fun, due to the arousal they induce in consumers. HOW DOES THE DESIGN OF THIS LOGO IMPACT YOUR PERCEPTION OF THE BRAND’S PERSONALITY? ACCORDING TO BAJAJ AND BOND (2017) HOW DOES THE DESIGN OF THIS LOGO IMPACT YOUR PERCEPTION OF THE BRAND’S PERSONALITY? ACCORDING TO BAJAJ AND BOND (2017) DESIGN ELEMENTS AND BRAND PERSONALITY ACCORDING TO BAJAJ AND BOND (2017) A p-value ≤.05 indicates a The direction of the coefficient B statistically significant indicates the direction of the effect. relationship. A negative B indicates that That is, the p-value indicates increasing a characteristic whether a change in design decreases the perceived characteristics (low, medium, or personality dimension (e.g., high) impacts the perception of Symmetry à Excitement) a personality dimension. A positive B indicates that increasing a characteristic increases the perceived personality dimension (e.g., Symmetry à Sophisticated) ONE CAVEAT ACCORDING TO BAJAJ AND BOND (2017) This is your brand WHAT ARE LOGOS AND WHY ARE THEY IMPORTANT? ACCORDING TO KIM AND LIM. (2018) LOGO ELEMENTS ACCORDING TO KIM AND LIM. (2018) Logo Typeface: Logo Shape: Logo Color: ADDITIONAL LOGO ELEMENTS ACCORDING TO KIM AND LIM. (2018) Strategic placement affects Agent-animated vs. Object- perception animated Position impacts attention Movement direction & memory matters Visual context integration Must match brand personality 1. Presentation 2. Animated Elements Logos 4. Digital 3. Sonic Logos Considerations Screen adaptability Musical brand identifiers Mobile optimization Optimal length: 6 tones Cross-platform consistency Affects willingness-to-pay  TIME TO CREATE. Using the insights from Bajaj and Bond (2017), create a 2 logos for your brand. Remember that you want to use the logo to create a certain brand personality. We encourage the use of Dall-E 3 or other AI image generators. Note that you do not have to use AI tools to create the logo. You may also rely on your own talents and use Photoshop or scan an offline drawing. It is important to justify how a given logo connects to research findings and how it supports your desired brand personality. Store your output! Prepare a quick elevator pitch.  TIME TO CREATE. Think about what you want to test in your survey Directional Testing: Change the strength of evidence-based design characteristics (e.g., from Bajaj and Bond, 2017). Logo 1 could be strong on the supportive characteristic (e.g., symmetry increases excitement). Logo 2 could be weak on the supportive characteristic (e.g., asymmetry decreases excitement). Prediction is directional: logo 1 should be perceived as the better fit for the brand. Exploratory testing: Create two logos using similar design elements (e.g., both use symmetry when excitement is desired) and test which one is liked better. Prediction is non-directional: it is unclear whether logo 1 or 2 is perceived as the better fit for the brand. TIME TO PITCH YOUR IDEAS THANK YOU AND SEE YOU NEXT SESSION! APPENDIX