building strong brand - wordpress.com · building strong brand w. rofianto ... • simplify product...
TRANSCRIPT
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Building Strong Brand
W. Rofianto
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“A name, term, sign, symbol, or design, or a 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.”
Consumer Benefits
• Simplify product handling
• Protect unique features
• Create loyalty
• Establish barriers to entry
Marketer Benefits
• Identify source/maker
• Simplifies decision making
• Reduces risk
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The added value endowed on products and services
because of the brand.
Brand Equity
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Brand Resonance Pyramid
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 37
Brand
Promise
Employees
Partners
Internal Branding
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 37
• Brand Connection
• Shared rituals/stories
• Responsibility to community
Brand Communities
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The act of designing
a company’s offering and image
to occupy a distinctive place
in the minds of the target market.
Positioning
Company (Product)
Target Customers Key BenefitPrice Premium
Value Proposition
Volvo(station wagons)
Safety-conscious upscale families
Durabilityand safety
20%The safest, most durable wagon in which your family can ride.
Domino’s (pizza)
Convenience-minded pizza lovers
Delivery speed and good quality
15%A good hot pizza, delivered promptly to your door, at a moderate price.
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Frame of Reference
Points of parity / difference
Brand mantra
Brand Positioning
Nike – “authentic athletic performance”Disney – “fun family entertainment”
Brand Mantra Criteria• Communicate• Simplify• Inspire
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Brand Positioning Bull’s-eye
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Competitive Advantage
Sustainable Leverageable
Customer Advantage
Differentiation Strategies
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Emotional Branding
Lovemarks• Mystery• Sensuality• Intimacy
Emotional
Rational
Share of Market
Share of Mind
Share of Heart
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Defense Strategies
Protecting Market Share
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Product Life Cycles
Hypothetical Market Structure
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Defense Strategies
Protecting Market Share
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Business has only two basic functions
marketing and innovation.
(Peter Drucker )
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