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Brand yang ditemukan setelah dicari sungguhsungguh Set pertimbangan berisi alternatif pilihan Brand
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Contoh : SEPATU
Brand ditemukan tanpa sengaja (aktivitas pasif, melalui perbincangan dalam komunitas, iklan selintas di radio, leaflet, melihat produk di pasar ) : ditemukan Brand yangLorenz setelah dicari sungguhsungguh (aktivitas aktif : search di internet, mengunjungi pameran, mencari iklan di surat kabar ) : starmon, Brand yang dibangkitkan dari ingatan : Nike, Reebok,
Set pertimbangan berisi alternatif pilihan Brand : Lorenz, starmon, nike, reebok
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Brand thatoriginallyoccupied theposition of "knownbrand",butprospective customersare notableto recall,then thebrandbecomesnot called.This occursbecauseBrandwas not communicated Converselybrand thatis well positioned"unknownbrand"butwi 4/21/12
The first functionis todeliver productsof marketingcommunicationsat the positionconsideredpotential consumers The nextfunctionis:thata brand cantrulyelected
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In the next phaseof marketingcommunicationsdeliver aproductto buildawarenessandimagein the minds ofpotential consumers. Brand awarenessandbrand imageare theelementsasbrand equity. Everymarketerwantstheir 4/21/12 productshavehighbrand
BrandEquityis a combination ofthebrand identityandall the valuesthat are owned orrepresentedbyanoverall brand. Abrandis said tohave ahighequityifthe brand isperceivedwellby everyonewith an interest inthe brand.
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Premium pricesandhigh profit margins, example:McDonald,Indomie,ToyotaKijang,Aq ua. Strongbrandswillprovideopportunitiesfor producersto expandthe brand toexploitthe marketin more depth, example:Toyota,there isthe ToyotaSoluna,Altis,Corola,Camry,Crown.
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Brandcould be thebasis ofthe formation ofcustomerloyaltyandevenfana ticism, example:IwanFals. Brandcouldbe astrongcomponent ofcompetitive advantage,whichis difficult to imitateby competitors, 4/21/12 example:Levi's,locatedina
PRODUCTBENEFITShinted PRODUCTCATEGORYhinted HintedQUALITYPRODUCTS Easy to say,recognizable, and easy toREMEMBER BEDIFFERENTANDSPECIAL DOES NOTCONTAINNEGATIVEMEANING
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SOMEEXAMPLES OFBRANDNAMES
TOYOTA EXTRAJOSS DJIE SAM SOE RINSO KOPIKO SUPERMIE VEGETA HEMAVITON
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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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BRAN D IMAGE
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Kinds Of Brand
Functionalbrand:the buyerboughtthis brandbecause of its function Brandimage:the buyerboughtthis brandbecause ofa certain imagethat carriedthe brand Experientialbrand:the buyerboughtthis brandbecause 4/21/12 itenjoyedthe
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STRATEGYFORIMAGEBRAND:
Associate with theUSERViewed Stories(Top One) CREATEUNIQUEDESIGN(LouisVoi tton) CREATEA STRONGIMAGEADVERTISING (MarlboroMan)
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In addition tothe types andfunctions, thebrandalsohas the benefitandadvantage for producerswhohave it,they are: provideIdentity buildLoyalty as adifferentiator As aMeans ofPromotion BuildCompanyImage AttractingStakeholders
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