branding 2 new
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Brand Dalam Pemasaran
Semua Brand dalamkatagori produk
Brand takdikenal
Brand yangdikenal
Brandditemukan
tanpa sengaja
Brand yangditemukan
setelah dicarisungguh-sungguh
Brand yangdibangkitkandari ingatan
Brandyang tak
terpanggil
Setpertimbanganberisi alternatifpilihan Brand
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Contoh : SEPATU
Brand ditemukan tanpasengaja (aktivitas pasif,
melalui perbincangan dalamkomunitas, iklan selintas diradio, leaflet, melihat produkdi pasar ) : Lorenz
Brand yang ditemukansetelah dicari sungguh-sungguh (aktivitas aktif :search di internet,
mengunjungi pameran,mencari iklan di surat kabar ): starmon,
Brand yang dibangkitkan dariingatan : Nike, Reebok,
Brand yang tak terpanggil :
Rindi, Nely,
Set pertimbangan berisi alternatifpilihan Brand : Lorenz, starmon,nike, reebok
!.
.
tidak ada harapanbagi Rindy dan Nely
untuk terpilih
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Brand that originally occupiedthe position of"known brand", but prospective
customers are not able torecall, then the brand becomes notcalled. This
occursbecause Brand was notcommunicated
Conversely brand that is well
positioned "unknown brand" but wi
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Marketing Communications Worksin Phase I:
The first function is to deliverproducts ofmarketing communications at the
positionconsidered potentialconsumers
The next function is: that a brand
can truly elected
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In the next phase ofmarketing communications delivera product to
buildawareness and image in theminds of potential consumers.
Brand awareness and brand
image are the elements as brandequity.
Every marketer wants their
products have high brand
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Brand Equity is a combinationof the brand identity and all thevalues that are owned
or represented by an overallbrand.
A brand is said to havea high equity if the brandis perceived well by everyone withan interest in the brand.
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Value obtained if thecompany has brand
equity, are: Premium prices and high profit margins,
example: McDonald, Indomie, Toyota Kijang, Aqua.
Strong brands will provide opportunities forproducers to expand the brand toexploit themarket in more depth,example: Toyota, there is the
Toyota Soluna, Altis, Corola, Camry, Crown.
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Brand could be the basis of theformationof customer loyalty and even fana
ticism,example: Iwan Fals.
Brand could bea strong component of competitiveadvantage, which is difficult toimitate by competitors,example: Levi's, located in a
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How TO Choose the BandName
PRODUCT BENEFITS hinted
PRODUCT CATEGORY hinted
Hinted QUALITY PRODUCTS Easy to say, recognizable, and easy
to REMEMBER
BE DIFFERENT AND SPECIAL
DOESNOT CONTAIN NEGATIVE MEANING
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SOME EXAMPLESOF BRAND NAMES
TOYOTA
EXTRAJOSS
DJIE SAM SOE RINSO
KOPIKO
SUPERMIE
VEGETA
HEMAVITON
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How To Build The Brand
Public relations dan press release
Sponsorship
Clubs and consumer communities Factory visits
Trade shows
Event marketing Public facilities
Social cause marketing
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Ex : HONDA SUPRA X 125
BRAND
EQUITY
BRANDAWARENESS
BRAND
IMAGE
BRAND RECOGNITION : melakukankomunikasi cetakmaupun elektornik
BRAND RECALL : hampir selelu menempatiposisi top of mind
FAVORABILITY, STRENGTH UNIQUEPREPOSITIONS : matching dengan seleraracing
BRAND ASSOCIATIONS :inovasi
ATTRIBUTES
NON PROD RELATED :harga jualkembali tetap tinggiPROD RELATED : anekapilihansesuai ekspresiFUNCTIONAL : kendaraankelas bebekdengan aneka pilihan
SYMBOLIC : ekspresi jiwamuda
EXPERENTIAL : menyediakanPengalaman serasamengendarai motor balap
profesional
BENEFITS
ATTITUDES :layanan purna
jual yang terjamin
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Kinds Of Brand
Functional brand: thebuyer bought this brand because ofits function
Brand image: thebuyer bought this brand becauseof a certain image that carriedthe
brand Experiential brand: the
buyer bought this brand because
it enjoyed the
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Strategy For FunctionalBrand
EMPHASIZE ASPECTSOF ATTRIBUTES "OBJECTIVE" OR THE PRODUCTPRICE.
Like :THE SUPERIOR PERFORMANCE OR
AFFORDABLE PRICE.
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STRATEGY FOR IMAGE BRAND:
Associate with the USER ViewedStories (Top One)
CREATE UNIQUE DESIGN (Louis Voitton)
CREATE ASTRONG IMAGE ADVERTISING
(Marlboro Man)
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Strategy For ExperientalBrand
Emphasize EXPERIENCE IN THE USEOF THEPRODUCT (Dufan, Djie SamSoe)
CHANCE TO VISIT SITES TOSEE SHOP OR FACTORY MAKING PROCESS
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In addition to the types and functions,
the brand also has thebenefit and advantage for
producers who have it, they are: provide Identity
build Loyalty
as a differentiator
As a Means of Promotion
Build Company Image
Attracting Stakeholders
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How Brands WorkNAMA
i
OBJECT
i
SYMBOL
i
PRODUCT IMAGE
I
ORGANIZATION IMAGE