Brand Assets and Liabilities

• What are Brand Assets? • What are Brand Liabilities?

– Brand Awareness – Customer Dissatisfaction

– Market Leadership – Environmental Problems

– Reputation for Quality – Product or Service Features

– Brand Relevance – Lawsuits and Boycotts

– Questionable Business
– Brand Loyalty Practices

How are Brand Assets and Liabilities Measured?

 Brand Names

Company/
• Four ways in which Customer
Problem Product
Customer
Benefits
Solution
new brand names
are created:
1. Functional or Descriptive
Descriptive Names Words

2. Invented Names
Brand Name
Candidates
3. Experiential Names

Brand Name
4. Evocative Names Tests
 The four steps of strategic
brand management

1. Identifying and establishing brand

positioning
2. Planning and implementing brand
marketing
3. Measuring and interpreting brand
performance
4. Growing and sustaining brand value

9-3
The Role of Brands
Identify
Identify the
the maker
maker

Simplify
Simplify product
product handling
handling

Organize
Organize accounting
accounting

Offer
Offer legal
legal protection
protection

9-4
The Role of Brands
Signify
Signify quality
quality

Create
Create barriers
barriers to
to entry
entry

Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium

9-5
 Brand Knowledge

Thoughts Feelings

Knowledge

Beliefs Images

Experiences

9-6
 Brand Elements
Brand
names URLs

Slogans
Elements
Logos

Characters
Symbols

9-7
 Brand Elements

• Elements • Should be:

– Names – Memorable
– Logos – Meaningful
– Symbols – Transferable
– Characters (across items or
– Slogans countries)
– Jingles – Adaptable
– www.pepsi.com?? – Protectable
?
 Summary

Memorable Meaningful Protectable Transferable Adaptable

Brand name Recall High Yes No No
Logo/symbol Recognition High Yes Yes Yes
Characters Recognition High Yes No Yes
Slogans Recall High Yes No Yes
Packaging Recognition High No No Yes
 Brand Management
Brand
Identity

Results
Strategy

Brand Strategist

Brand
Image
Brand
Position

Customers & Potential Messaging Marketing, PR,

Product
customers
 Marketing and Branding
 Products vs. Brands
 Look at Marketing Process:
 Analyzing Marketing Opportunities
 Segmentation, Targeting and Positioning
 Developing Marketing Strategies and 7P’s
 Planning Marketing Programs
 Executing, Managing and Evaluating Marketing
Efforts
PENGURUSAN PRODUK
 APAKAH ITU PENIAGAAN ?
MEMAHAMI KEHENDAK & KEMAHUAN PELANGGAN

APAKAH KEMAHUAN PELANGGAN APAKAH KEHENDAK PELANGGAN

APAKAH FIKIRAN PELANGGAN APAKAH PERASAAN PELANGGAN

APAKAH ANDA TAHU PELANGGAN TIDAK SUKAKAN PRODUK ANDA

ADAKAH ANDA MEMAHAMI KEHENDAK TERSEBUT ?

 Objektif Objektif Firma
Pengguna.

Kehendak dan
keperluan Produk & Keperluan
pengguna Perkhidmatan Firma

Kedudukan Kedudukan
pengguna Firma

HUBUNGAN KEPERLUAN & KEHENDAK PENGGUNA & FIRMA

PERINGKAT PRODUK.

Produk Teras – Faedah & Fungsinya

Produk Sebenar :

• Pembungkusan

• Rekabentuk
• Jenama.
• Kualiti.

Produk Tambahan – Perkhidmatan selepas jualan, penghantaran &

cara pembayaran dan waranti.
 Kitaran Hayat Produk

• Peringkat pengenalan

• Peringkat perkembangan dan penerimaan

• Peringkat kematangan dan persaingan.

• Peringkat ketepuan pasaran

• Peringkat penurunan
Kitaran Hayat Produk
Sama-sama kita membantu :

Anda adalah kumpulan perunding perniagaan

– sila kemukakan cadangan untuk :
1. Mengembangkan produk perkhidmatan Auto
Workshop diatas.
2. Bagaimana 4 cara terbaik untuk
mempromosikan perkhidmatan ini.
3. Hanyakan 3 sebab mengapa perniagaan ini
mengalami penurunan daya saing.
Soalan Perbincangan:

Kumpulan anda telah dilantik sebagai pasukan

perunding proton dalam memastikan daya maju
Perniagaan Proton. Sila kemukakan 6 cadangan
Pembangunan Produk untuk Proton bagi
memastikan proton lebih berdaya saing .
Dulu & Kini
Dulu & Kini
Dulu & Kini
 Pentingnya Pemasaran Perniagaan.

Pemasaran perniagaan adalah amat penting sebagaimana

kata seorg pakar perniagaan;

Marketing is too important to be left the marketing

people ! (Pemasaran terlalu penting untuk diserah kepada
bahagian pemasaran semata-mata).

Maksudnya sekiranya anda memiliki perniagaan, usah beri 100% tanggungjawab pemasaran
kepada bahagian pemasaran. Anda sebagai pemilik harus mengetuai pemasaran
perniagaan anda sendiri kerana pemasaran adalah amat penting dalam kejayaan perniagaan
anda.
95% perniagaan kecil-kecilan gagal pada tahun pertama
kerana kurangnya strategi pemasaran!