MEJO 137 Lecture Notes - Lecture 1: Paris Hilton, Brand Equity
MEJO 137
August 29, 2018
Class Notes
• Branding
o The elevator pitch
o Really good branding is that they don’t really need to talk about their products
▪ Nike
o Every image, oral or audio image, associated with brand is stored in brain
▪ If it’s good recall, then it’s good branding
▪ Takes a long time to achieve this
o Branding doesn’t happen with one commercial, one interaction, etc
o Hijacking: only done 6 times in advertising history
▪ Advertised all these famous people (have to be recognizable)
▪ Say that these people are super famous and if they were alive today, they
would be using company’s product
▪ Dead ones can’t fight for themselves, and people being portrayed can’t say
that hate being in ad that is glorifying them
▪ Taking brand and raising it to the level of these super famous people
• What is brand equity?
o What works in advertising/branding
o Truth: good and bad
o Simplicity:
▪ Complication isn’t memorable
▪ Simplicity is recognizable
o Heinz: Slow
o BMW: the ultimate driving machine
▪ Doesn’t just mean cars, anything drivable
o Volvo: Safe
o Jeep: Adventure
o Don’t have to be the leader to say you’re the leader
▪ Don’t have to be #1 to claim #1
• Authenticity matters
o Messaging, be authentic to brand
o Embrace bad and good
• Honesty matters
o Sticking to messaging and be honest about it
o Value system; exactly what company is
• Underpromise and overdeliver
o Never be late, push back time
o Don’t make promises you can’t keep
• Less than 15% of humans trust advertising
