This entry applies theories of Integrated Marketing Communication course at RMIT to an unreal case study.
Situation: Your TOPDRINK company just came up with a new brand called Yummy for a jelly RTD drink, targetting housewives. What are the theories of brand adoption you can apply? What theories can be used to evaluate the brand name of Yummy?
1/ What are theories of brand adoption you can apply?
The picture above is the model of Brand Adoption Process (Source: Integrated Marketing Communication in Advertising and Promotion). Applying the model above for our Yummy drink, when firstly launched, this brand will fall into the awareness class. After that, it will move to the Trier class, when we need to encourage trial use of our drink in order to move it to the Repeater class. At the last class, the brand needs to be able to keep customers from coming back. The detailed plan for the Yummy brand in our case is discussed in the table below:
Five brand related characteristics that affect brand adoption include: relative advantage, complexity, compatibility, triability and observability.
Relative advantage: the degree to which consumers perceive the new brand as better than other existing alternatives regardless of specific attributes and benefits. Here, what makes Yummy different from other brands is the jelly added inside.
Complexity: how difficult to adopt new innovation. Herein, there is very little, or no difficulty when adopting this new bottled drink.
Compatibility: the degre to which the innovation fit to people’s way of doing things. Here, an RTD drink with jelly requires very little change to people’s normal habits and cultures, thus high compatibility.
Observability: the degree to which the brand user or other people can observe the positive effects of the innovation. It is easy to observe the presence of jelly in the drink, thus high observability.
Triability: how easy and how much risk for consumers to try the innovation. Since Yummy belongs to convenience products, there is very low risk to try this product and brand, thus very high triability.
From all the 5 brand characteristics above, we can conclude consumers can accept this innovation very fast.
2/ Application of theories on brand name
Brand name must be able to satisfy 4 requirements:
– Helps to differentiate: the name Yummy is unique because a drink often relates to a refreshing image, and Yummy is mostly used for food that can be chewed, rather than drink. Yummy is used here because it wants to emphasize the chewing experience when drinking Yummy
– Faciliate consumer learning and brand association: here, the name Yummy can immediately relate to the chewing experience when consuming this drink. The name can contribute to the image building of brand’s objective itself.
– Fit with brand’s desired image, product design or packaging: Yummy can related to fun experience when chewing, and its meaning also means tasty, fitting the brand’s desire image of a fun-chewing and tasty drink.
– Memorable and easy to pronounce: the word “Yummy” is memorable and easy to pronounce as it is an English word.