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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