branding 2 new

8/4/2019 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

branding 2 new

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