BRAND MANAGEMENT & CRAFTING

THE BRAND POSITIONING

26 September 2018

Toto SB Prayitno
Brand Image

• Brand Image is the idea of the brand that

people develop in their minds.
• It also dictates what they expect from the
brand.
• For instance, Rolls Royce has the image
of a luxury car maker. So, it cannot be
making a budget car even if there is a
market.
• It’s hard and sometimes impossible to
change brand image, so it’s best to know
what you’re aiming at, before you invest
hard earned rupiah.
Component of Brand Image
Tangible Element : Intangible Element :
◼ Goods or services sold ◼ Corporate personnel
◼ Retail outlets where the product – Ideals
is sold – Beliefs
◼ Advertising – Conduct
◼ Marketing communications ◼ Environmental policies
◼ Name and logo ◼ Corporate culture
◼ Packaging and labels ◼ Country location
◼ Employees ◼ Media reports
Role of Brand Image
Consumer Perspective

• Provides positive assurance

• Unfamiliar settings
• Little or no previous experience
• Reduces search time
• Provides psychological reinforcement
• Provides social acceptance
Role of Brand Image
Company Perspective
• Extension of feelings to new products
• Ability to charge more
• Consumer loyalty
• More frequent purchases
• Positive word-of-mouth
• Greater channel power
• Attracts higher quality employees
• More favorable ratings & attract investor
What is Positioning …..
Positioning is ……….

… the way we want

consumers think about
the brand
Value Propositions
Why customers choice us than others brand?

Fast response, excellent

facilities & service, advance Nice drivers, safety, clean
information technology, car, modern vehicle,
helpful customer service. excellent services (on time,
A good hot pizza, delivered not rush, etc)
to your door within 15
minutes of ordering, at a
moderate price.
Competitive Frame of Reference
Table 10.2 Customer Ratings
of Competitors
Types of Brands
1. Family Brands, A group of related products sold under one name.
2. Brand Extension, The use of an established brand name on products/services not related to core brands.
3. Flanker Brand, Development of a new brand sold in same category as another products.
4. Co Branding, The offering of two or more brands in a single marketing offer.
a) Ingredient Branding, Placement of one brand within another brand.
b) Cooperative/Complementary Branding, Joint venture of 2 or more products into a new
products/services.
5. Private Brands, One brand that marketed by an organization & sold in organization outlets.
Building Powerful Brands
• Invest in the brand.
• Create awareness
• Offer authenticity uniqueness
• Build trust
• Deliver an experience.
• Offer a Value
• Utilize social Media
• Utilize Mobile system
• Act responsibly
Defining Associations
Points-of-difference Points-of-parity
Attributes or benefits Associations that are not
necessarily unique to the brand but
consumers strongly associate
may be shared with other brands
with a brand, positively
evaluate, and believe they
could not find to the same
extent with a competitive brand
Point-of-Difference Criteria

Desirable

Deliverable

Differentiating
POP versus POD
Brand Mantras
• A brand mantra is a memorable phrase (usually between 3 and 5 words) that
encapsulates the brand. It describes what the brand is about and how it should be
positioned in the mind of customers.

• In essence, Kevin Keller from Tuck School of Business describes a brand mantra
as the 'heart and soul' of your brand. However, this should not be confused with
advertising slogans and company mission statements.

• A brand mantra is designed for employees. Employees and marketers must

be able to understand what the company stands for in order to serve and
communicate effectively to the customers.

•
Brand Mantras
Brand mantra is made up of three
components :

1. Brand function: the term explains

what a product or service provides to
consumers i.e. benefits, experiences

2. Descriptive Modifier: the term further

describes whom the brand is basically for
i.e. athlete, family.

3. Emotional Modifier: the term explains

how consumers should feel about the
brand.
Designing a Brand Mantra

Communicate

Simplify

Inspire
Brand Positioning Bull’s-Eye
• Constructing a Brand Positioning Bull’s-Eye
is your tool to communicate and improve
understanding the position of the brand in the
market.

• Substantiators, These are the reasons to

believe the proposition. The substantiators
provide factual or demonstrable support for the
points-of-parity and points-of-difference.

• Values, personality, character, a set of human

characteristics that are attributed to the brand.
The personality or character is something to
which the consumer can relate.

• Visual identity, the visible elements of a brand

such as color, shape and form that symbolize the
soul of the brand.
Examples of Negatively Correlated Attributes or Benefits
One common difficulty in creating a strong, competitive brand positioning is that many of the
attributes or benefits that make up the points-of-parity and points-of-difference are
negatively correlated.

• Low-price vs High quality • Powerful vs Safe

• Taste vs Low calories • Strong vs Refined
• Nutritious vs Good tasting • Ubiquitous vs Exclusive
• Efficacious vs Mild • Varied vs Simple
Means of Differentiation
In competitive markets, however, firms may need to consider dimensions they can use to differentiate
market offerings.
Employee
Companies can have better-trained employees
who provide superior customer service.
Channel
Companies can more effectively and efficiently
design their distribution channels’ coverage,
expertise, and performance to make buying the
product easier and more enjoyable and
rewarding.
Image
Companies can craft powerful, compelling
images that appeal to consumers’ social and
psychological needs.
Services
A service company can differentiate itself by
designing a better and faster delivery system that
provides more effective and efficient solutions to
consumers.
Emotional Branding

Strong Corporate Culture

Communication Style

Interesting Emotional
Market Share, Mind Share, and Heart Share
In general, the firm should monitor three variables when analyzing potential
threats posed by competitors.
1. Share of market—The competitor’s share of the target market.

2. Share of mind—The percentage of customers who named the competitor in

responding to the statement, “Name the first company that comes to mind
in this industry.”

3. Share of heart—The percentage of customers who named the competitor in

responding to the statement, “Name the company from which you would
prefer to buy the product.”
Market Share, Mind Share, and Heart Share

• There’s an interesting relationship among these three measures.

• Table shows them as recorded for three hypothetical competitors.
• Competitor A enjoys the highest market share but is slipping. Its mind share and heart share are
also slipping, probably because it’s not providing good product availability and technical
assistance.
• Competitor B is steadily gaining market share, probably due to strategies that are increasing its
mind share and heart share.
• Competitor C seems to be stuck at a low level of market, mind, and heart share, probably because
of its poor product and marketing attributes.
Brand Narratives and Storytelling
When Marketing Brand Narratives & storytelling is done well, it:
• Clearly establishes what your brand is all about – its purpose, core values, and mission.
• Offers the consumer more than just a product or service, but rather an experience that
transcends mundane reality.
• Motivates the reader or viewer to step into that experience. This is done by crafting
content in such a way that your audience feels as though they’d risk losing access to
this somehow sublime experience of being a part of your brand if they don’t buy,
follow, or sign up right now.
• Will increase your lead by as much as 16 times!
 Brand Narratives and Storytelling
• GoPro has been mentioned by many as one of the best brands which has perfected
storytelling.
• It is touted to make the world’s most versatile cameras and was founded in 2002 by Nick
Woodman.
• In 2004, GoPro sold its first camera and since then the company has made it happen. The
company doubled its net income from 2010 to 2011 at $24.6 million while spending
around $50,000 for marketing. With around 6 Million YouTube subscribers, GoPro is one of
the leading brands today.
Brand Narratives and Storytelling
Next Week Assignment

Chapter Sub Chapter

The IMC Planning Process 1. Communication Research
2. Target Market
3. Your Brand Equity
4. Marketing Communication
Objective
5. Your Budget
THANK YOU