Download Select one product and discuss the six criteria for brand elements

Select one product and discuss the six criteria for brand elements discussed
in chapter four.
Product: Nabisco Ritz Crackers
Memorability: The marketing team for Nabisco has designed an easy and
recognizable red box with vibrant blue and yellow writing on it to appeal to its
consumers. Since being on the market this has always been the products
packaging and the bold colors help Ritz Crackers to stand out from its
competitors while grabbing the consumer’s attention.
Meaningfulness: Nabisco has created a long standing product within the industry
and consumers trust and know the product. In addition, the name has also
played a great role in the success of the product. Nabisco chose to name its first
snack cracker the , “Ritz Cracker” because of the prestige of the Ritz Hotel and
the fact that it wanted its product to be recognized as the best in its market.
Likable: The brands new and developed slogan “open for fun” depicts what this
product is all about. It’s not just an average cracker but the marketers have
created an ad that showcases a variety of food combinations that the cracker can
be used for.
Transferable: This product is definitely a transferable item. In fact, it is
manufactured out to 4 other different countries ranging from the United Kingdom
to Japan. One of the greatest benefits about this product is unlike the examples
given in the textbook, Nabisco has set up a policy to where no matter where the
product is sold and despite the country speaking a different language the
product’s name is mandated to remain the same so that there is no opportunity
to confuse the consumer.
Adaptable: As a result of the transferability of this product its adaptability is also
another benefit/advantage that this product has over its competitors. Ritz
Crackers has been the market since 1934, however it has been able to remain
consistent and current with the changes in technology, advertisements, social
media, etc. The company’s website now features several links to celebrities who
share recipes or fun facts about their experiences with the cracker.
Protectablity: Ritz Crackers is a copyrighted brand of Nabisco. Many laws are set
in place to protect this product from its competitors in the market.
3. Choose a package for any supermarket product. Discuss the packaging
concepts addressed in chapter four and assess its contribution to brand
equity. Justify your decisions.
There are a number of packaging concepts discussed within the chapter and
regardless of their different points and examples all of the concepts ended with the
same conclusion- packaging is a very essential part of branding and plays a major
role in the developing of a product’s brand equity. Not only do marketing teams have
to consider what colors to use in the packaging but they also have to create an
appeal to allure the consumer to actually purchase the product.
For example Kellogg’s Froot Loops Cereal, this brand of cereal has been around for
nearly 40yrs however they are still one of the top sellers in the market (Fruit Loops,
2013). Not only is this product sold in various countries around the world but the
marketing team has a plan designed and in place to where the packaging of the
product does not change regardless of what country its being sold in.
Fruit Loops is well known for its vibrant colors and different “flavors” of fruit found in
its oval shaped cereal, hence the name Froot Loops. However, since there are other
brands of cereal with the similar concept the marketing team has created an
animated character to help differentiate between Fruit Loops and its competitorsToucan Sam. The use of characters or slogans is highly important when it comes to
the marketing of a product. Being that there are so many different cereals in the
market, it is important that the marketing team came up with a design that not only
stood out to its consumer but also created a character that could be easily identified
by the consumer as well. For example, a young child who is unable to read is at the
grocery store with their mother and sees Toucan Sam. This small yet powerful
identification is one of the many ways that great packaging helps keep the product
recognizable by the consumer.
Fruit Loops. (2013).Company History. Retrieved from: www.fruitloops.com
4. 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?
The use of brand elements is such an essential concept for marketing teams to
implement into their plan, not only to successfully sell the product but to also
appeal to their target market. However, it is possible to want to “mix and match”
too much and by doing so the company could lose its target market altogether.
Another thing to take into consideration is the fact a company could also be using
the wrong branding elements from the very start when trying to advertise and sell
its products. One example of this is a local company here in Florida had a
commercial advertising an alarm system specialized for consumers over the age
of 60-years old. The idea and set up of the alarm system was great but in order
to purchase the system, the consumer was expected to go online and place the
order. There was no telephone number that could be accessed at all. I personally
thought that was not a smart business move on behalf of the company, for the
simple fact that the average elderly consumer is not tech savvy enough to go
online and make the purchase. Again, companies must be mindful of these
things when attempting to combine branding elements.
One company that does a great job of mixing and matching brand elements
is T.J.Maxx clothing store. In each of the commercial the company has showing,
viewers are able to see both women, men and children in stylish yet affordable
clothing and accessories doing a variety of activities- from going to school, work
or various family events. The marketing team has done a great job in focusing
the advertisements on their designating their target markets while including the
company’s slogan at the end of each commercial, “T.J. Maxx designer brands at
T.J. prices which is a slogan that company lives up to very well.