11.

BRAND & PACKAGING MANAGEMENT

9 Creating Brand Equity

Dr. Waseso Segoro, Ir. MM.

IT TELKOM, MAY 11, 2009

Kotler

Keller

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Chapter Questions

What is a brand and how does branding work? What is brand equity? How is brand equity built, measured, and managed? What are the important decisions in developing a branding strategy?
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Brand
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.

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Attributes of Strong Brands

Excels at delivering desired benefits Stays relevant Priced to meet perceptions of value Positioned properly Communicates consistent brand messages

Well-designed brand hierarchy Uses multiple marketing activities Understands consumer-brand relationship Supported by organization Monitors sources of brand equity

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Mentari Audience Profiles

The world of Mentari Family

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IM3 Audience Profiles

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StarOne Audience Profiles

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The Role of Brands

Identify the maker (punya indosat)

Simplify product handling (matrix/mentari/im3/starone)

Signify quality
Create barriers to entry (GSM/CDMA) Serve as a competitive advantage (family/young) Secure price premium

Organize accounting

Offer legal protection

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Branding

Endowing products and services with the power of a brand.

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Brand Equity

The differential effect that brand knowledge has on consumer response to the marketing of that brand.

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Brand Associations

Strong Unique Favorable

city ?

Thoughts Feeling Perceptions Images Experiences Beliefs Attitudes

gift ?

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Marketing Advantages of Strong Brands

Improved perceptions of product performance Greater loyalty Less vulnerable to competition Less vulnerable to crises Larger margins Inelastic consumer response to price increases

Elastic consumer response to price decreases Greater trade cooperation Increase in effectiveness of IMC Licensing opportunities Brand extension opportunities

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Brand Promise
The marketers vision of what the brand must be and do for consumers.

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Brand Equity Models

BrandAssetValuator, differentiation/Relevance/Esteem/Knowledge
AakerModel,loyalty/awareness/perceivequality/brand association/patent/trademark BRANDZ,presence/relevance/performance/advantage/bondi ng BrandResonance, salience/performance/imagery/judgment/feelings/resonance
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Drivers of Brand Equity

Brand elements, identities the brand, red?

Marketing activities, support mktg program, strong retail support K mart.

Meaning transference, linking it to some one / Paul Hogan - Subaru, XL -Luna Maya
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Brand Elements

Brand names
Slogans Characters

Logos
Symbols

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Brand Element Choice Criteria

Memorable,easily recall Meaningful,credible

Transferable, introduce new product : VW Touareg

Adaptable, 75 or 35 years Protectible, legally protected
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Likeability, visualy/verbally

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Slogans

Like a good neighbor, State Farm is there Just do it

We try harder Well pick you up Nextel Done Zoom Zoom Im lovin it Innovation at work This Buds for you Always low prices
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Nothing runs like a Deere

Help is just around the corner

Save 15% or more in 15 minutes or less

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Measuring Brand Equity

Brand audits, brand inventory/brand exploratory

Brand tracking, collect information from customers on a routine basis Brand valuation, total financial value of the brand.
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Interbrands Brand Equity Formula (Brand Worth)

Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%)

Brand earnings

Brand sales

Costs of sales

Marketing costs

Overhead expenses

Trend (10%)
Support (10%)

Remuneration of capital charge

Taxation

Protection (5%)

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Managing Brand Equity

Brand reinforcement, since 70 years ago are still todays brand leaders
Brand revitalization, successfully turned arround to varying degree : competition/technology/consumer taste changes

Brand crises, in the crisis situation

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Devising a Branding Strategy

Develop new brand elements for new product

Apply existing brand elements Use a combination of old and new

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Branding Terms

Brand line Brand mix Brand extension Sub-brand Parent brand Family brand

Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio

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Brand Naming

Individual names : Yoplait

Blanket family names : GE Separate family names : Kenmore Corporate name/individual name : Honda
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Brand Roles in a Brand Portfolio

Flankers / portfolio : P&G

Cash cows : Gillette Low-end entry-level : BMW-3 High-end prestige : BMW - 7
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SUMMARY

Brand Definition Brand offer a number of benefits

Brand = uniquely attributable to a brand

Brand equity needs to be measured Brand strategy : new/existing/combination Brand portfolio : each brand name product must have a 9-85 well defined positioning

TUGAS UTK YG TDK IKUT QUIZ YL

Buatkan summary/intinya saja, apa yang telah dipelajari pada Mjmnt Marketing sebelum UTS? Apa manfaat / kegunaan Presentasi Group Cases Mjmnt Mktg setiap Senin ? Buat kesimpulan, apa key success factor/keberhasilan suatu perusahaan! Dikumpulkan Minggu Depan Senin 18/5/09.
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