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BRANDING STRATEGY 
Building Strong Brands 
Brian Garda Muchardie, S.E, M.M
Best Global Brand Value 
Source : http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View....
Brand equity 
The differential effect that knowing the brand name has 
on customer response to the product or its marketin...
Brand Positioning 
Attributes 
Benefits 
Beliefs & Values 
Brand Name Selection 
Selection Protection 
Brand Sponsorship 
...
Brand positioning strategy decisions, 
include: 
 Product attributes 
 Product benefits 
 Product beliefs and values 
S...
Brand Name Selection 
Desirable qualities 
1. Suggest benefits and qualities 
2. Easy to pronounce, recognize, and remembe...
Brand Sponsorship 
Manufacturer’s Brand 
 PT. Indofood CBP Sukses Makmur 
 PT. Sinar Sosro 
 PT. Tirta Investama 
 PT....
Brand Development Strategies 
Existing New 
Line Extension Brand Extension 
Multibrands New Brands 
Source : Kottler. A, 2...
Managing Brand By Communicate Brand to Engage 
Your Target Audience Continuously and Optimize 
Your Resources to Grab Your...
THANK 
YOU
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BRANDING STRATEGY : Building Strong Brands

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BRANDING STRATEGY : Building Strong Brands

  1. 1. BRANDING STRATEGY Building Strong Brands Brian Garda Muchardie, S.E, M.M
  2. 2. Best Global Brand Value Source : http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx
  3. 3. Brand equity The differential effect that knowing the brand name has on customer response to the product or its marketing Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
  4. 4. Brand Positioning Attributes Benefits Beliefs & Values Brand Name Selection Selection Protection Brand Sponsorship Manufacturer’s Brand Private Brand Licensing Co-branding Brand Development Line Extensions Brand Extensions Multibrands New Brands How to Build Strong Brands ? Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
  5. 5. Brand positioning strategy decisions, include:  Product attributes  Product benefits  Product beliefs and values Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
  6. 6. Brand Name Selection Desirable qualities 1. Suggest benefits and qualities 2. Easy to pronounce, recognize, and remember 3. Distinctive 4. Extendable 5. Translatable for the global economy 6. Capable of registration and legal protection Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
  7. 7. Brand Sponsorship Manufacturer’s Brand  PT. Indofood CBP Sukses Makmur  PT. Sinar Sosro  PT. Tirta Investama  PT. Ultra Prima Abadi Private Brand Licensed brand Co-brand Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
  8. 8. Brand Development Strategies Existing New Line Extension Brand Extension Multibrands New Brands Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA New Existing Brand Name Product Category
  9. 9. Managing Brand By Communicate Brand to Engage Your Target Audience Continuously and Optimize Your Resources to Grab Your Target Audience
  10. 10. THANK YOU

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