Brand Vision by Sakti Makki

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Ini adalah slide yang berisikan bagaimana cara membangun brand yang memiliki visi besar dan bagaimana membangun brand dengan langkah-langkah yang detil

Ini adalah slide yang berisikan bagaimana cara membangun brand yang memiliki visi besar dan bagaimana membangun brand dengan langkah-langkah yang detil

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  • 1. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. • We strive to help our clients thrive from their full business and brand potentials using strategic and proven methodologies that centers brand in business’s life. • We’re able to identity, analyse and formulate the winning brand strategies for the brand to achieve optimum business results. • Their thinking: brand is important. • Our thinking: brand is the business’ centerpiece strategy. MakkiMakki harnesses the power of BrandDiagnostiX™ TheBrandQuotient™ in enabling brands to achieve and harvest from their business and brand’s full potentials. About MakkiMakki Methodologies
  • 2. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. About MakkiMakki Strategic Advantage BrandDiagnostiX™ is MakkiMakki’s distinct proprietary brand-centered-and-oriented research and diagnosis tools and methodologies used extensively in brand measurement and evaluation. MakkiMakki Strategic Branding Consultant harnesses the power of BrandDiagnostiX™ in all of its branding programs. We believe that successful brand building and management must embark from proper brand measurement. TheBrandQuotient™ is MakkiMakki’s distinct proprietary approach, methodology and tools to strategic brand development, building and management. Anchored on measurement and centers-in-and-revolve around the brand's central idea, it is rigorously applied in integrating and transcending business-and-brand objectives into workable and executable strategies that enable brands to harvest its full potentials.TheBrandQuotient™ BrandDiagnostiX™ Brand Identity DiagnostiX™ Brand Essential DiagnostiX™ Brand Appeal DiagnostiX™ Brand Gestalt DiagnostiX™ Brand Impact DiagnostiX™ Brand Commitment DiagnostiX™ Brand Display DiagnostiX™ Consumer Psychodynamic DiagnostiX™ Consumer Alert DiagnostiX™ Brand Strategy Brand Development Brand Architecture Brand Implementation Brand Behavior Brand Expression Brand Communication Brand Custodianship Brand Management
  • 3. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. product audience trust networkknow how behavior expression comm brandbusiness MakkiMakki believes the brand should be positioned as strategically centric and holistic to the business. TheBrandQuotient™
  • 4. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. product audience trust network know how behavior expressioncomm brand business MakkiMakki believes the brand should be positioned as strategically centric and holistic to the business. TheBrandQuotient™
  • 5. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. MakkiMakki Strategic Advantage Integrated Brand Activation 3 Brand Strategy Expression and Communication 2 Brand Measurement Evaluation and 1
  • 6. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. Insights
  • 7. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. What Is Brand Development? Brand Development is the essential first step and process to brand building and achieving loyalty beyond reason. It embarks from brand measurement and translates insights and foresights into bold yet achievable goals, executable strategies and rewarding brand performance. TheBrandingHabitat Brand Development Steps and Process
  • 8. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved. About MakkiMakki Strategic Advantage BrandLoyalty BrandRepeatPurchase BrandBehaviorChange BrandAgreement BrandAcceptance BrandUnderstanding BrandAwareness 1 2 3 Brand Management Brand Measurement Brand Development expression behavior comm Brand Equity EarningBrand Equity Building BrandActivation > Strategic Brand Roadmap Brand HealthBrand Performance Analysis Through Periodic Brand Measurement X Time X Time X Time X TimeX Time Shareholders Management, Staff, Partners Customers brand central idea singular brand voice Foresights Insights Brand Equity Intangible Asset + Holistic Approach To Strategic Branding • Brand Planning • Brand Strategy • Brand Architecture • Brand Roadmap • Brand Implementation Analysing Current Insights Business, Brand, Market, Competitor, Regulations, Competitive Edge, Distinction, Life Cycle Understanding Future Insights Business Intent, Brand Vision and Objectives, Reach, Entry Exit Strategy, Market vs Mind vs Heart Shares product audience knowhow network trust loyalty beyond reason mind share market share heart share Brand Evaluation and Valuation Brand Behavior, Expressio n andComm Brand Strategy and Roadmap X Time X Time X Time X Time X Time X Time X Time
  • 9. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process Now Period 1 Period 2 Period 3 Period 4 Period 5 Future Brand Vision + Mission State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Brand Central Idea + Values + Personality State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Brand Behavior State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Brand Expression State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Brand Comm State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Product State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Audience State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Know How State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Network State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here Trust State It Here Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Outline The Brand’s Objective, Strategy and Plan For This Period Define It Clearly Here
  • 10. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process Brand Vision Future Pull Present Push
  • 11. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process What Are You? A trusted, modern, progressive and accomplished assurance company with integrity that specializes in wealth accumulation and protection What Market Do You Compete In? Insurance, Investment, Asset and Financial Management and Banking industries Who Do You Want To Serve? Identify clearly who this brand intends to target and serve. From individuals to groups to communities (B2C) to corporations (B2C) to governments (G2G), etc Who Are You / What Do You Stand For? Advancing People For Improved Livelihood, Brighter Future and Rewarding Life What Market Do You Compete In? Insurance, Investment, Asset and Financial Management and Banking industries Who Do You Want To Serve? Identify clearly who this brand intends to target and serve. From individuals to groups to communities (B2C) to corporations (B2C) to governments (G2G), etc How Far Do You Want To Go? • Local market dominance (across diverse culture/religion/race) • Regional • Global What Purpose Do You Serve By Offering This Brand? • Enhance peace of mind (wealth protection) • Rewarding investment (wealth accumulation) • Advance the opportunity of a rewarding life • For a brighter future • Enable new heights in life Brand Vision
  • 12. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process To make a contribution to the world by making tools for the mind that advance humankind Think Different Steve Job's Brand Vision In 1980 Steve Jobs stated this vision for Apple. They have since kept on course of this vision, constantly innovating products that would be an advancement in life. In return, Apple garnered a cult following and many enthusiasts.
  • 13. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process To make a contribution to the world by making tools for the mind that advance humankind Think Different Steve Job's Brand Vision In 1980 Steve Jobs stated this vision for Apple. They have since kept on course of this vision, constantly innovating products that would be an advancement in life. In return, Apple garnered a cult following and many enthusiasts.
  • 14. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process Walt Disney Brand Vision Walt Disney had a dream of a magical place where adults and children could have fun together In 1953 he began an imaginative and elaborate effort to realize it. Two years later, the first Disneyland Park was opened in Anaheim, CA. Ever since its inauguration, Disneyland has captivated guests, young and old. But to capture his vision, a thorough approach have to be taken.
  • 15. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. TheBrandingHabitat Brand Development Steps and Process Harley Davidson's Brand Vision We fuel the passion for freedom in our customers to express their own identity Freedom To Ride Harley enthusiasts are more than attached to the spirit of the brand. Harley-Davidson is about the experience of camaraderie, cruising on open roads, of expressing individuality and passion, not just the bike itself. Harley Owners Group (HOG) was established in 1983. To date they have more than a million member spread over 1,400 chapters across the globe. ●
  • 16. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved. Case Study Avrist Assurance product network know how behavior expressioncomm audiencetrust • Shareholders • Management • Employees • Partners • Regulators • Customers • Wealth Accumulation • Wealth Protection • Sales Agents • Financial Institutions • Insurance Brokers • Agents • Brochures • Advertising • Website Current Customers 1Million Advancing Life Customer Focus Forward Thinking Professional Agile Brand Vision Advancing A Rewarding Life For Everyone, Everywhere (rewarding financial, improved livelihood and brighter future) avrist™ Brand Mission • Embrace our great, long-standing pioneering spirit and history • Create the best place to work and advance your career and future • Position our people, partners and customers at the center of everything that we do and always extends sincerity in our day-to-day interactions with them, hence improving the lives of our people, partners and customers everyday by doing simple things that matters to them • Offer our products in every household • Enable people to access our products within their arm-reach and heart-reach • Grow our business with great sense of agility, compliance and integrity • Trust our people as to enable them to trust us • Challenge our industry's standards consistently • Consumer Insights • Agents' Insights
  • 17. Vision Igniting, Challenging and Invigorating The Champion Spirit In Everyone Of UsIgniting, Challenging and Invigorating The Champion Spirit In Everyone Of UsIgniting, Challenging and Invigorating The Champion Spirit In Everyone Of Us BusinessBusiness BrandBrand Financial • Complete Market Dominance In Indonesia • Amongst Top Three In Asia Pacific Region • Top 3 In The World Brand Market Position • The most inspiring and leading brand choice in Indonesia • The most competitive brand in the world Products and Services • To offer the market the best and most competitive badminton equipments in the world (racket, shoes and shuttle cock) • To offer the leading sports brand with the most diverse, wide ranging and high quality product assortments in sporting equipment, accessories and apparel (in different categories beyond Badminton) that meets and succeed world standards Intended Brand Image • ASTEC is an aspiring brand that understands market needs and progressively advance itself to sustain relevance in the sporting goods market and industry • ASTEC is the industry standard and how the market should always be measured against • ASTEC is the sporting goods brand of choice that exceeds market’s expectations • ASTEC is a brand that embraces its people, partners and consumers Market • Market Dominance In Indonesia • Amongst Top 3 In Asia Pacific Region • Top 10 In The World Brand Value • ASTEC brand to contribute the highest economic value to ASTEC business (highest brand valuation ratio) against the industry standard
  • 18. Enabling Brands To Harvest Its Full Potentials™20 Expect The Unexpected Brand Vision To Make Every Journey A Discovery 24 Hotels Worldwide • Culinary Delight • Artistic Getaway • Historic Explorations • Family Fun • Luxury Redefined • Indulgent Escape • Natural Retreat • Sporting Adventure • Urban Excitement • Wedding Celebration Brand Positioning An evolving ensemble of strikingly independent luxury hotels. From near to far, iconic to historic, openly seductive to charmingly secluded, each destination has been curated for its bold originality, rich character and uncommon details. After all, we live but once. Why settle for the same stay twice? • Under the management of Marriott International • Brochures • Corporate Website • Group Website • Print Ads • Newsletter •People • Shareholders • Management • Staff •Partners • Hotel Owners •Customers •Government •General Public •Community Brand Overview - Autograph Collection • Group Expertise • Customers’ Insights • Travel Agents • Travel Publications • Marriott International