2. Introduction Author
Amalia E. Maulana, Ph.D is the founder and
Managing Director of ETNOMARK Consulting.
As a brand consultant and ethnographer, she
advised and consulted business communities
about Branding, Marcomm, and Ethnography
Research. She is a teacher at IPMI (Institut
Pengembangan Manajemen Indonesia)
‘Brandmate: Mengubah Just Friends Menjadi
Soulmates’ is produced in 30 October 2012.
3. Outline :
#1 Brand Transformation
“ Mengubah teman biasa menjadi
teman sejati”
#2 Building a Strong Brand
“ Branding is a process, not an
event”
#3 Brand is promise
“ The whole cluster of benefits the
company promises to deliver”
#4 Customer Pain Point
“ Tawarkan solusi, bukan produk
baru”
#5 Customer Value Management
“It is about Customer, Not
You!”
#6 Brand Audit
“ Where are We Now?”
#7 I-Brand : The CEO of Me Inc
“ Life is short. Build a strong I-
Brand
4. What is Brand and Branding?
Brand :
Unique design, symbol, sign, words, or a combination of these,
employed in creating an image that identifies a product and
differentiates it from its competitors.
Branding :
The process involved in creating a unique name and image for a product
in the consumers' mind, mainly through advertising campaigns with a
consistent theme
Read more: http://www.businessdictionary.com/definition/brand.html
5. Brand Transformation
How to support Brand Transformation
from Just Friend to Soul mate ?
With CBBE (Customer Based Brand
Equity) :
1. Brand Salience
2. Brand Imagery and Performance
3. Brand Trial, Response and Feeling
4. Brand Resonance
6. Building a Strong Brand
3 characters a strong Brand :
1. Relevance : knowing customer needs and target relevance
2. Consistency
3. Distinctive
7. Brand is a Promise
• Customer needs customer value
Customer Value = Perceived Benefit – Perceived Cost
example :
8. Customer Pain Point
Customer not satisfied new product
* Step :
- Brand Experience Check product quality from forum
- Brand Perception how is the Customer views of the
product?
“Improve the product”
9. Customer Value Management
5 Steps Marketing Process :
Creating
Delivering
Communication
Maintain and Re-
Identify
Understanding
10. Brand Audit
• Marketing Plan vs Brand plan??
Branding step :
Brand Identification
Brand Definition
Brand Building
Brand Evaluation (Brand Audit)
Brand Strategy
Brand Expansion/ Extension
