Thursday, October 20, 2011

Thursday, October 20, 2011
to Bonding
Karina Yenadia Mery Mariana Muhammad Setyadie Rifki Eka S.
Branding
From
ConcepT
What is
Name, term, sign, symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
A product is something that is made in a factory; a BRAND is something that is bought by a customer A product can be copied by a competitor; a BRAND is unique A product can be quickly outdated; a successful BRAND is timeless
The Roles of
FOR CONSUMER
Product source identification Responsibility assignment to product maker Risk reducer Search cost reducer Promise, bond, or pact with product maker Symbolic device Signal of quality
ND RA B
tracing
FOR PRODUCER
Means of identification to simplify handling or Means of legally protecting unique features Signal of quality level to satisfied costumers Means of endowing products with unique associations Source of competitive advantage Source of financial returns
Building Brand Equity

Choosing Brand Elements
Designing Holistic Marketing Activities
Leveraging Secondary Associations

Choosing Brand Elements

ELEMENTS
CRITERIA Memorable Meaningful Likable Transferable Adaptable Protectable
Brand name Logo Symbol Character Packaging Slogan
Managing Brand Equity

Brand Reinforcement
By consistently conveying brands meaning in term of:
what product it represents, core benefits it supplies, and needs it satifies how the brand makes product superior
Brand Revitalization
Change in marketing environment affect brand
back to basics
reinventing
Brand Resonance Pyramid

Stages of Brand Development
4. Relationship = What about you and me?
Brand Building
Branding Objective at Each Stage

Intense, active loyalty
3. Response = What about you?
Resonance
Positive, accessible reactions
2. Meaning = What are you?
Judgement
Feelings
Points-of-parity & difference
Performance 1. Identity = Who are you?
Imagery Deep, broad brand awareness
Salience
Marketing Advantages of Strong Brand

Improved perceptions of product performance Great loyalty Less vulnerability to competitive marketing actions Less vulnerability to marketing crises Larger margin & Greater financial market return Consumer response : inelastic to price increases & elastic to price decreases Great trade cooperation and support Increased marketing communications effectiveness Possible licensing opportunities Additional brand extension opportunities Improved employee recruiting and retention
BACKGROUND
Danone - Aqua (PT. Tirta Investama)
27 Sept. 2005
byline : minuman isotonik bernutrisi

tagline :
27 September 2005 (launch at Surabaya)
Nopember 2006
isu Bahan Pengawet
orange lime RP 2500 passion fruit
everyday restoration drink
#2 in Market market 400%
28 Nopember 12 Desember 2006
RECALL
30 depo, 50 distributor dan 1 juta outlet
June 2008
Sales 35 M
Success in doing TURN AROUND
AnalysiS
2006
natrium benzoat
marketing strategy
distribution strategy
avoiding
education
communication strategy
..and their competitor..
minuman kesehatan kok berbahaya
menaikan budget promosi
2008 Brand Revitalization
mibody
mimind
mimood
Merek
Produsen Ukuran 330 ml (kaleng)
Produk Rasa Citrus Kemasan
Harga
Channel Distribusi
Promo7on
Pocari Sweat PT. Amerta Indah Otsuka, 1990
Kaleng & Rp. Modern & Opinion leader mis : Dokter , sachet 4900,- tradiJonal Edukasi masyarakat melalui (kaleng), channel seminar, forum dll, sampling di spa dan pusat olah raga, Rp. 1500 sekolah. Endorser Mia Audina, (sachet) Irfan Bachdim Rp. 3200,- Modern & tradiJonal channel Sampling road show, iklan tv,radio,media cetak, educate benet product,visualisasi karakter animasi stamina,konsentrasi,semangat, Tantangan Mizone jadi 100% kamu
Mizone
Aqua Danone , 2005
500 ml
Orange Lime, Botol Lychee Lemon, Manga kweni, Apple Guava
Powerade
Coca Cola Indonesia, 2006
500 ml
Lemon,orang e Anggur, Jeruk,Sirsak
PET
Rp 3.200,- Rp. 3500,-
Modern channel
Sponsorship acara olah raga besar seperJ olimpiade
Vitazone Mayora Indah, 2006
500 ml
Botol
Modern & Iklan TV, media cetak, radio, tradiJonal endoser Agnes Monica, channel Jejaring Sosial
ed as -B er m ty u i s n qu o E C d an r B
Brand Salience
YES YES
Modern, eye catchy, youth not fresh enough

Top of Mind Isotonic Brand

Pocari Sweat Mizone Powerade Vitazone
Brand Performance
identity
Everyday Restoration Drink!?
Brand Performance
cheaper, communication, availability, varian
too sweet, is it isotonic or flavored water?, packaging
meaning
meaning
Brand Imagery
not for everyday
Brand Judgement
Quality: fresh,+concentrate
Credibility: isotonic drink with lots of varian (innovative), 100% you(trustworthiness), fun-energic-enjoy-spirit (likeability) Consideration : Personal Good Promotion Program 2nd Alternative
Respon
se
Superior : Cheaper than others Lots of Varian
Brand Feeling
Fresh, +Energy, +Spirit Promotion Customers Wants No Bonding
Respon
se
Relationship
Brand Resonance
No Proudness Lost for less varian and cheap product in market No Recommendation
RecommendatioN
Loyalty/Advocacy Committed to the Brand
Liking the brand

PRODUCT
Maskot
Packaging
COOL BOX
Lounge - Routine
Lounge - Routine
mibody
mimood
mimind
we are PROUD to be MIZONER
Routine Activity Build Relationship
Membership and Benefit #ImMizoner

KeyLearninG
offers numbers of benets & also need to be carefully managed
for unfavorable conditions: take immediate actions reduce bad associations promote the benefits
regain customers trust
Relationship
is very important. It
makes brand alive, not only a name of product
Community is one of the

best way to create brand loyalty
Brand Bonding will

provide sustainable future revenue & advocacy for the brand
.ThankYou.
Rifki Mery Adie Karin

Thursday, October 20, 2011

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Thursday, October 20, 2011