2. Our Speakers Julian Fathani
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M. Hardiansyah Randy Noary
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Fachrur Rozi Dharma W S
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Artiastuti Saddam N
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5. Brand
equity
• Value added products
and services provided on
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6. Brand Equity as a Bridge
A key part of brand equity in order to become a brand leader
and an icon:
~ The quality
of investment in brand
building
~ Brand Promise
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7. Model of Brand Equity
Brand Asset Brandz Aker Model Brand Resonance
Appraiser Model
5 major The core of this The core of this The
components of this model is Brand model is the main components
model: Dynamics development of this model:
~ Differentiation of brand identity ~ Virtue brand
~ Energy ~ Brand performance
~ Relevance ~ Branding
~ Self-Esteem ~ Assessment of
~ Knowledge brand
~ Feeling brand
~ Resonance brand
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8. Build Brand Equity
3 set of main driver of brand equity:
~ The initial choice for the established brand identity brand
~ Products and Services as well as all marketing
activities and marketing programs supporting
~ Other associations are not given directly to the brand by
linking the brand with other entities
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9. Choosing Brand Elements
Criteria for choice of
brand elements:
- Can be Remembered
- means
- Can be preferred
- Can be Transferred
- Can be Adjusted
- Can be Protected
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10. Brand Positioning form
Competitive frame of reference
POD (Point Of Difference) and POP (Point Of Parity)
Membership Category:
-Benefits-
-Comparison-
Selecting and Creating POD and POP
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11. Measuring brand equity
Brand strength lies in the minds of
consumers and how to change the brand
of consumer response to marketing, there
are two basic approaches to measuring brand
equity:
- Approach is not directly
- Approach directly
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12. Brand Valuation
The work of estimating the total financial value of brands.
Peringkat Merek Nilai merek 2006 (Miliar)
1 Coca cola $67,00
2 Microsoft $56,93
3 IBM $56,20
4 GE $48,91
5 Intel $38,32
6 Nokia $30,13
7 Toyota $27,94
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13. Managing brand equity
Effective brand managers who require long-
term marketing actions. Due to customer response
to marketing activities depending on what they
know about a brand, short-termmarketing
actions and to change the brand of knowledge.
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14. Interbrand
The process follows the five steps :
market segmentation
financial analysis
determining the role of brand
brand strength
calculation of brand value
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15. Plan the establishment of brand strategy
3 main options:
- The company can develop the new brand
elements for a new product.
- Companies can apply some elements of the
existing brand.
- Companies can use a combination
of elements of new and existing brands.
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16. Decision determining brand
4 A common strategy used
name of the individual
Blanket family name
Separate family names for all
products
Corporate name combined
with individual product names
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17. The expansion of the brand
(Brand Extension)
Advantages of brand extension
- Increase the chances of success of new products
- Positive feedback effect
Shortage of brand extension
- Not very strong brand name with any product terdentifikasi
- By connecting meereknya to primary food products such as mashed
potatoes, powdered milk, soups, and beverages, Cadbury bear the risk of
losing more specific meaning as a brand of chocolate and candy.
- Brand dilution occurs when consumers no longer associate a brand with
a specific product or products that are very similar and less from lack of
brand
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18. Brand portfolio
Marketers often need to pursue a variety of different
brands in this segment. Some other reasons for
introducing a variety of brands in one kategory include:
• Enhance the shelf presence and retailer
dependence on store
• Search diversity attract consumers who may be
able to switch to other brands
• Increase in the company kompetisiinternal
• Achieve economies of scale in
advertising, sales, trading, and physical
distribution.
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19. Brand can also play a special role as part of
the portfolio.
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25. Product life cycle
Because the product has a life cycle:
1. Products have a finite age.
2. Sales
of products through different stages, each stage has challenges, opport
unities,and different problems for the seller.
3. Profits rise and fall at different stages of product life cycle.
4. Products
require marketing strategies, finance, manufacturing, purchasing and h
uman resources is different in each stage of the life cycle.
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27. The patterns of the product life
cycle
Bel pattern
The pattern
of growth-
maturity decline
Recycling cycle
pattern
The pattern
of the pile shells
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29. Marketing strategies in accordance with the
product life cycle
1 Pioneer the introduction stage and excellence
2 Growth stage
3 Stage of maturity
a. modification of the market
b. modification of the product
- quality improvement - improvement features - style fixes
c. modification of the marketing program
- pricing - sales promotion - distribution - personal sales
- ads - services
4 Stages of decline
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30. Packaging
activities of designing and producing the
container for a product 30
31. Packaging
Packaging can include up to three levels of material
1. Primary packaging is the primary packaging of a product such
as cologne is packaged in a bottle
2. Secondary packaging is a collection of products that are packaged
in the form ofprimary packaging and then packed
in a cardboard box
3. The shipping package is a collection of products or goods that
are packaged inprimary and
secondary packaging are then incorporated into
the corrugatedcardboard box (containing six dozen boxes)
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32. Packaging
From the perspective of consumer packaging company and have achieved a
number of objectives
1. Identify brands
2. Express descriptive and persuasive information
3. Facilitate the transport and protection products
4. Helping storage at home
5. Help consumer products
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33. Labeling
Labels can be a simple ring attached to a
product or image / design on the
packaging or product specific
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34. Labeling
Some functions are carried out label:
• The label identifies the product or brand. example: Buavita name on
the packaging fruit juice.
• Can rank the product label. example: best brand logo displayed on
the packaging.
• The label that describes the product who makes
them, when made, which is made, how to use.
• Label promoting the product through attractive graphics.
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