Brand Management

[Corn Chips]

What brand would you use if your product would relate to a milk with a flavor?like melon,strawberry, or vanilla

but the brand must have a direct impact on the product?

you guys wana take the challenge?

[saiyz81]

Corn Chips,

Let me paraphrase your question: you want to know - (a) what brand of strawberry, vanilla or melon-flavored milk would I choose, and (b) whether the brand has a "direct impact on the product".

While I understand (a), it's (b) that I need clarification. By direct impact on the product do you mean that the brand must either:

1. sound or be descriptive of the key ingredient in the milk? For instance if it's stawberry-flavored then it should read STRAWBERRY DELIGHT? Or for melon, MELON MAGIC?

2. have a brand name that espouses the key benefit derived from the product? For instance a drink either refreshes or cools you (how would SPLASH MILK hit you?), or the milk relaxes you (as in NOURICHE?). Or, its a drink so it has to fill or satiate you as a basic purpose -- MILKA-RICH?

Please clarify.

[Corn Chips]

Originally posted by saiyz81
Corn Chips,

Let me paraphrase your question: you want to know - (a) what brand of strawberry, vanilla or melon-flavored milk would I choose, and (b) whether the brand has a "direct impact on the product".

While I understand (a), it's (b) that I need clarification. By direct impact on the product do you mean that the brand must either:

1. sound or be descriptive of the key ingredient in the milk? For instance if it's stawberry-flavored then it should read STRAWBERRY DELIGHT? Or for melon, MELON MAGIC?

2. have a brand name that espouses the key benefit derived from the product? For instance a drink either refreshes or cools you (how would SPLASH MILK hit you?), or the milk relaxes you (as in NOURICHE?). Or, its a drink so it has to fill or satiate you as a basic purpose -- MILKA-RICH?

Please clarify.

Well thats it, it has to have a direct impact...like it would describe the product by its brand itself...=)

well you have great brands il make a study on those.
thanks for those opinions.

hope others could give more

[Corn Chips]

Hey saiyz81 mybe we could talk more about advertising

here's my e-mail add. bryan_yap2001@yahoo.com

here into manufacturing...snacks

[Mymnosene]

what's this for, please? 'coz if it's for actual product development...well, don't you have a team that does this? anyway, everybody knows that a brand name has an impact on the way a product is perceived. Can you imagine washing your hair with Zonrox Conditioning Rinse or drinking Colgate cola? Names mean a lot, especially if they're associated with something else.

saiyz81 had it right on.

[Corn Chips]

Originally posted by Mymnosene
what's this for, please? 'coz if it's for actual product development...well, don't you have a team that does this? anyway, everybody knows that a brand name has an impact on the way a product is perceived. Can you imagine washing your hair with Zonrox Conditioning Rinse or drinking Colgate cola? Names mean a lot, especially if they're associated with something else.

saiyz81 had it right on.




well we do have a team on this one but its better for the direct consumer to decide but i do agree on saiyz81's comment.....=) well its kinda of an actual survey i guess

[nix]

There are too many questions left unanswered:

- Who is the target market of this product? (age group, economic bracket, ... etc)
- What is the product's positioning or differentiating factor? (cheaper, bigger, tastier, etc ...)
- Any plans to license existing brand names to promote this product?
- How will the product be distributed?
- Are you looking for a brand name that is emphatic or descriptive?

etc ... etc ... etc ...

The brand is the sum of all the feelings that people experience when they associate with your product or service. The brand name puts a name to these feelings. You can't make a decision on it without considering several factors.

[saiyz81]

No problem Corn Chips.

Will get in touch with you today via the email at my office.

Cheers!

[Corn Chips]

Originally posted by nix
There are too many questions left unanswered:

- Who is the target market of this product? (age group, economic bracket, ... etc)
- What is the product's positioning or differentiating factor? (cheaper, bigger, tastier, etc ...)
- Any plans to license existing brand names to promote this product?
- How will the product be distributed?
- Are you looking for a brand name that is emphatic or descriptive?

etc ... etc ... etc ...

The brand is the sum of all the feelings that people experience when they associate with your product or service. The brand name puts a name to these feelings. You can't make a decision on it without considering several factors.

Well nix the target market would ofcourse be the general market. and would be on an average pricing that is reasonable for Brackets A,B, down to the CDE bracket...and ofcourse it would taste good not just better....well the brand should be emphatic at the same time descriptive...=)
well what you have in mind nix?

[saiyz81]

Corn Chips,

I tried sending you mail via the yahoo address you gave me but the yahoo administrator kept sending it right back. Anyways, below is additional help for you.

Dear Corn Chips,

It was nice chatting with you over PEX. One very good way I can help you is if you were to give me the answers to these seven easy questions. I call this the seven steps towards branding or brand positioning, and eventually in arrving at a strong advertising strategy. Note that I am not being simplistic here given that you may have volumes upon volumes of product information at hand. This is at best a starting point for you to focus only on what are the key, important facts about your brand/product.

1. WHAT is the product?

- a brief description of the product's salient points: working brand title, key ingredients, flavors, packaging differentiation worth mentioning, etc.

2. KEY POSITIONING

- do you have a rough or ready positioning statement already? Write it here. If not, skip this.

3. WHO are we talking to?

- describe the target. Be specific in your description - ABCD is too broad. You must remember that consumers nowadays have a lot of choices. They are already empowered consumers, thus we must identify who really should be buying the product. If its still broad, its okay write it down anyway. We can just ladder it down later and come up with your key user. But to arrive at that, we will need a quick and dirty research. We can talk about how to go through that later.

4. WHAT DO THEY FEEL/THINK ABOUT THE PRODUCT RIGHT NOW?

- to your best understanding, how does your target user think and feel about the brand/product right now? Remember, this is prior to them being exposed to any advertising or merchandising. If you have already done some advertising or merchandising in the past, describe what is the relationship of the consumer to your brand?

5. WHAT IS THE MOST DIFFERENTIATING PROPOSITION YOU THINK THIS PRODUCT SHOULD OFFER CONSUMERS TODAY?

- if you were to sum up in one short sentence what the brand/product offers your consumer, what is it? Remember whatever it is, it has to be (a) RELEVANT - meaning it answers a current need of this particular user; and (b) DIFFERENTIATING - meaning it has the unique quality or function that will force consumers to give it a second look the moment they see it on the shelves or hear about the product. In order to be RELEVANT, it has to be DIFFERENTIATING. And it has to be DIFFERENTIATING to be HEARD.

6. WHY SHOULD THEY BELIEVE THIS?

- what are the supporting statements to your differentiating proposition? Why should they believe your differentiating proposition - what is the reason-why? Here's an example:

Differentiating Proposition : Pantene makes your hair so healthy, it shines.
Reason-why : It has Pro-Vitamin B5 that nourishes hair from roots to tips.


7. WHAT ARE THE MANDATORIES?

- this is a list of other qualities, functions, industry-related support, etc. that will play a strong but supporting role in your advertising or merchandising? Examples are:

> Must show the ISO seal of quality
> Use the global tagline and logo - The Science Behind Your Smile - Colgate
> The color black should not be a prominent color in all design-related materials
> Cannot claim skin whitening - only skin clarifying, as per BFAD Order No. 1234

You need not share these information with me - I understand you do have confidentiality bounds. But what I hope this achieves for you is to simplify or focus where you are going directionally with the brand. This will also help your creative team draw up a list of brand names, taglines or logo illustrations more effectively. Remember that creatives dont like to see plenty of numbers, graphs and long-winded written documents. If you can write all this in one piece of paper, excellent.

Well, good luck!

Saiyz81

PS. Another way I can help you is by way of research. On the side, I have some friends who conduct quick research and act as moderators. I also moderate group discussions in my spare time. :->

[Corn Chips]

thanks for the tips and guidelines il run this over=)

By the way saiyz81 which advertising company are you in?

[saiyz81]

I'd rather I give you that information in a less public venue. If you have another email address I can visit - or you can email to saiyz81@yahoo.com

cheers!

[Corn Chips]

you can reach me at
conchings@yahoo.com
prifood@mozcom.com
bryan_yap2001@yahoo.com

thanks

[Corn Chips]

Hey you guys anymore ideas?

[skipKulisap]

how about "melon milk"...or fruitee milk..milk shakes
fruity milk...milky fruit.....oh well....i'll just stick to my day job..hyuk hyuk hyuk....