presentasi pak daud
TRANSCRIPT
Creating Brand Equity,Brand positioning, Dealing with competition
Adhara JuwitaAdhi BhawikaAtsuko Ayu FDhea AnggastaDeang Arvina AjaniMagdalena Surida Ilona
What is a brand and how does branding work?What is a brand and how does branding work? What are the important decisions in developing a What are the important decisions in developing a
branding strategy?branding strategy?
Chapter QuestionsChapter Questions
BrandBrand
A name, term, sign, symbolor design, or a combination of them,
intended to identify the goodsor services of one seller or group
of sellers and to differentiatethem from those of competitors.
Attributes of Strong Attributes of Strong BrandsBrands
Excels at delivering Excels at delivering desired benefitsdesired benefits
Stays relevantStays relevant Priced to meet Priced to meet
perceptions of valueperceptions of value Positioned properlyPositioned properly Communicates consistent Communicates consistent
brand messagesbrand messages
Well-designed brand Well-designed brand hierarchyhierarchy
Uses multiple marketing Uses multiple marketing activitiesactivities
Understands consumer-Understands consumer-brand relationshipbrand relationship
Supported by Supported by organizationorganization
Monitors sources of brand Monitors sources of brand equityequity
The Role of BrandsThe Role of Brands
Identify the makerIdentify the maker Simplify product Simplify product
handlinghandling Organize accountingOrganize accounting Offer legal Offer legal
protectionprotection
Signify qualitySignify quality Create barriers to Create barriers to
entryentry Serve as a Serve as a
competitive competitive advantageadvantage
Secure price Secure price premiumpremium
BrandingBranding
Endowing products and serviceswith the power of a brand.
Brand EquityBrand Equity
The differential effect that brandknowledge has on consumer
response to the marketing of that brand.
StrongStrong UniqueUnique FavorableFavorable
Brand AssociationsBrand Associations
Marketing Advantages of Strong Marketing Advantages of Strong BrandsBrands Improved perceptions of Improved perceptions of
product performanceproduct performance Greater loyaltyGreater loyalty Less vulnerable to Less vulnerable to
competitioncompetition Less vulnerable to crisesLess vulnerable to crises Larger marginsLarger margins Inelastic consumer Inelastic consumer
response to price response to price increasesincreases
Elastic consumer Elastic consumer response to price response to price decreasesdecreases
Greater trade Greater trade cooperationcooperation
Increase in Increase in effectiveness of IMCeffectiveness of IMC
Licensing opportunitiesLicensing opportunities Brand extension Brand extension
opportunitiesopportunities
Brand PromiseBrand Promise
The marketer’s vision of whatthe brand must be and do for
Consumers.
Brand Element Choice Brand Element Choice CriteriaCriteria
MemorableMemorable MeaningfulMeaningful LikeabilityLikeability
TransferableTransferable AdaptableAdaptable ProtectibleProtectible
SlogansSlogans
Like a good neighbor, Like a good neighbor, State Farm is thereState Farm is there
Just do itJust do it Nothing runs like a DeereNothing runs like a Deere Help is just around the Help is just around the
cornercorner Save 15% or more in 15 Save 15% or more in 15
minutes or lessminutes or less
We try harderWe try harder WeWe’’ll pick you upll pick you up Nextel – DoneNextel – Done Zoom ZoomZoom Zoom II ’’m lovinm lovin’’ it it Innovation at workInnovation at work This BudThis Bud’’s for yous for you Always low pricesAlways low prices
How can a firm choose and communicate an effective How can a firm choose and communicate an effective positioning in the market?positioning in the market?
How are brands differentiated?How are brands differentiated?
SegmentationSegmentation TargetingTargeting PositioningPositioning
Marketing StrategyMarketing Strategy
PositioningPositioning
Act of designing the company’soffering and image to occupy
a distinctive place in the mind ofthe target market.
Product DifferentiationProduct Differentiation
Product formProduct form FeaturesFeatures PerformancePerformance ConformanceConformance DurabilityDurability ReliabilityReliability ReparabilityReparability
StyleStyle DesignDesign Ordering easeOrdering ease DeliveryDelivery InstallationInstallation Customer trainingCustomer training Customer consultingCustomer consulting MaintenanceMaintenance
Identity and ImageIdentity and Image
Identity:
The way a
company aims to
identify or
position itself
Image:
The way the
public perceives
the company or its
products
PricesPrices DistributionDistribution AdvertisingAdvertising Sales promotionSales promotion ServicesServices
Marketing Program Marketing Program ModificationsModifications
How do marketers identify primary How do marketers identify primary competitors?competitors?
How should we analyze competitorsHow should we analyze competitors’’ strategies, objectives, strengths, and strategies, objectives, strengths, and weaknesses?weaknesses?
Chapter QuestionsChapter Questions
New customersNew customers More usageMore usage
Expanding the Total Expanding the Total MarketMarket
Possibility of provoking antitrust actionPossibility of provoking antitrust action Economic costEconomic cost Pursuing the wrong marketing-mix strategyPursuing the wrong marketing-mix strategy The effect of increased market share on actual and The effect of increased market share on actual and
perceived qualityperceived quality
Factors Relevant to Factors Relevant to Pursuing Increased Market Pursuing Increased Market ShareShare
Competitor-centeredCompetitor-centered Customer-centeredCustomer-centered
Balancing OrientationsBalancing Orientations
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