Brand Management

2nd Session

Pulung S Perbawani SIP., MM.

Yogyakarta, 04.03.10
Let’s start with recalling your
memory…
 Anda layak dapat . . .
 I’m lovin’ it. . .
 Just do it, . . .
 World’s best brand of 2009
Rank Brand Origin Value ($Billion)
1 US 68,734
2 US 60,211
3 US 56,647
4 US 47,777
5 Finland 34,864
6 US 32,275
7 US 31,980
8 Japan 31,330
9 US 30,636
10 US 28,447
Source: Interbrand website
Product can be:

 Physical good
 Service
 Retail Store
 Person
 Organization
 Place
 Idea
PRODUCT vs. BRAND
Kotler’s five level of Product
What is a Brand?
 A slogan?
 A typeface?
 An image?
 A logo?
 A sound and A jingle?
 personality?

Answer: None of those!

What is a Brand?
Not simply a product -- anything offered to a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want.

Product = Commodity
Brand = Mindset
What is a Brand?
 Derivation
 Old Norse “brandr” = to burn
 branding livestock

 Heritage
 A means to distinguish goods from one
producer vs.another.
Keller’s Definition
 A product, but one that adds other
dimensions that differentiate it in some way
from other products designed to satisfy the
same need.
 Rational and tangible
 Symbolic, emotional and intangible
 The psychological response to a brand can
be as important as the physiological
response.
Brand is the game of mind
 Exists only in the minds of the consumer.
 Both functional and emotional.
 Must represents something
 The art and science of creating “mind space”
and shelf space.
What consists a brand
 Relative Brand Distinction
The more distinctive or different a brand is in the
consumers “mind set”, the stronger brand
preference becomes. This is critical to keeping
competition from the consumer’s consideration

Product: Brand Name: Brand: Strong Brand:

Price difference Similar Distinct Unique

What Makes the Best Brands?
 Source of company wealth for generations
 Improves with Age
 Develop clearly defined personalities
 Develop affection & loyalty of the public
 Become parents to sub-brands and brand
extension

Brands = Powerful emotional tools

A brand is a PROMISE

 It must be the RIGHT promise

 The product must then DELIVER on that
promise
 The brand identity must REPRESENT the
promise at all points of contact
 The brand equity must add to the promise
The Power of a Brand

 Inclusion
 Membership in a “club”
 User communities
 Authority
 Trust to provide value to us
 Higher Purpose
 Social relevance
 Clarity
 Clear choices, does the thinking for us
Homework, homework!
 What is brand identity?
 What consist a brand identity?
 Pick a brand of your choice, and analyze its
identity. Let us know if whether you think the
brand has a strong/weak identity, and tell us
your reason.
Thank you!