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Branding

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by

Adinda Sushmita

on 10 April 2014

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Transcript of Branding

Branding
But most of all, branding is..
a feeling
Branding's Roles
to simplify the process on products' tracking
to organize the inventories notes
to offer the strong law protection
to indicate a certain quality rate
Brand is made for...
all aspect of the products and services which has the banding strength
Conclusion
Branding is not only about giving a symbol, logo, name, etc. to the products but also how to get the consumers' trust and persuate their mind to always used the products
What is Branding?
name
sign
symbol
design
Combination of all these things
logo
slogan
a promise
a story
a perception
a guarantee
an image
an ideology
an experience
an association
Good branding is about..
creating
the
mental stucture
of the consumer and
organize
their
knowledge
about the service or product
Brand Equity
Brand Equity is..
added value in the products or services
and finally makes people..
think
react
feel
to..
brand
price
market share
The important elements of brand
The differences of consumer opinion
Branding encompasses all thoughts, feelings, images, experiences & beliefs
Choice perceptions and behaviors of the consumer associated with all aspects of brand marketing
Important !!!
Brand Equity as A Bridge
Brand Equity Model
Brand Asset Valuator
AAKER Model
by Young and Rubician (Y&R)
- Differentiation refers to how a brand seen different with the others
- Relevance refers to the appeal of a brand
- Awards refers to the good respect of the brand
- Knowledge refers to how familiar and intimate the consumers towards the brand
four highlights
of brand equity:
by David Aaker, ex-profesor of UC-Berkeley
Brand identity
is the
most important
thing
Brand as a product
Brand as an organization
Brand as an individual
Brand as a symbol
Brandz
Brand Resonance
by Millward Brown dan WPP
BrandDynamics pyramid
presence
Relevance
performance
profit
bond
identity
: who are you?
meaning
: what's your meaning?
response
: what happens to you?
relationship
: what's your relationship with me?
Creating Brand Equity
design the elements & identity of the brand
has a supporting marketing activity for the marketing program
another association that related to the brand
Measuring Brand Equity
DIRECT APPROACH: knowledge from the customer about the products
INDIRECT APPROACH: know the impact from customer's opinion of the product
Managing Brand Equity
Brand Inauguration
Brand Revitalization
Brand Crisis
Brand Positioning
is used for...
give difference to the products or services
decided the relevant position for the products or services
What is Positioning???
an actions to design and offer a corporate image that occupies a distinctive position (compared to competitors) in the minds of target customers
the successful creation of the position determination of the value proposition that focuses on the customer, which is a compelling reason why the target market should buy the product.
The final result is ...
First step...
Making a Competing Reference Framework
establish membership categories of the product which is competitive with a particular brand and which has a function as a successor
three main ways..
Announcing category benefits, to assure consumers that a brand will be submitted as a fundamental reason for the use of the category, then the benefits are often used to announce the membership category.
Comparing with the example, the famous big brands in the category can also be used to create a membership category specifications.
Relying product draftsman, draftsman of the products that follow the brand are often become a facility to deliver the origin category.
second step..
point of parity & points of difference
Point of difference (PODs - points of difference) are attributes or benefits that are associated a brand with the customers, positively evaluate, and believe that they can't find the same breadth with competing brands
Point of parity
(POPs - a point of parity)
an association that does not have to be unique to the brand, but can be had along with the others. The types of this association appear in two basic forms:
-
Type of category
similarity is considered consumer associations as offer a very legitimate and trustworthy in a particular product or service category.
-
Type of competitors
is similarity associations designed to negate competitors' points of difference
point of parity & points of difference
Regarding to the point of parity, the brand does not literally have to look the same as the competitors, but consumers must feel that the brand was pretty good in the specific attributes or benefits. However, concerning the points of difference, the brand must demonstrate great advantages.
Brand equity and the right brand positioning are the important keys to create a successfull brand
A brand is essentially a promise of performance marketers to submit a product or service that can be predicted. Brand promise is the marketer's vision of what should be the brand, and what it does to consumers.

At the end of the day, the true value and future prospects of the brand depends on the consumer, their knowledge of the brand, and the possibility of their response to the power of marketing as a result of their knowledge.

Understanding consumer's knowledge (all the different things associated with the brand, in the minds of consumers) is the most important because that is the basic meaning of brand equity.
Created by:
Achmad Aditya F
Achmad Novaldi
Adinda Sushmita D
Mawaddah W Mardatillah
Niken Trisnawati
Ulvi Aulia N
Full transcript