Nation & event branding<br />Perencanaan Merk<br />Marcomm, 2010<br />Judhie Setiawan, M.Si<br />
Pemahaman<br /><ul><li>Pemikiran Philip Kotler dan kawan-kawan dalam bukunya The Marketing of Nations yang menyatakan bahw...
The Six Assets of a Brand<br />Differentiation<br />From competition<br />Psychic value<br />Recognizable<br />THE BRAND<b...
Segitiga Country Branding<br />Destination Branding<br />National Identity<br />National  Character<br />Personal<br />Bra...
Eco-tourism Indonesia<br />Events<br />Spa<br />Expo<br />Hotel<br />Eco-tourism<br />Resto<br />Resorts<br />Conventions<...
Integrated Campaign<br />Ecotourism<br />Indonesia Series<br />Road<br />Show<br />Guide<br />Brochure<br />Website<br />A...
INDIA<br />
KOSOVO<br />
CYPRUS<br />
Destination Branding<br />
EVENTBranding<br />
EVENT BRANDING<br />Dalam bukunya “The Priciples of Advertising and IMC”, Tom Duncan mengatakan bahwa “event marketing is ...
FungsiEVENT BRANDING<br />Memperkuat brand positioning dan image sebuah merek.<br />Untuk menarik pelanggan pesaing (brand...
ContohImplementasi Event Branding<br />
Awareness danEfektivitasEvent Branding<br />
www.Slideshare.net/judhie<br />
Perencanaan Merk - Nation & Event Branding
Upcoming SlideShare
Loading in …5
×

Perencanaan Merk - Nation & Event Branding

1,548 views

Published on

Published in: Education, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,548
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
6
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Perencanaan Merk - Nation & Event Branding

  1. 1. Nation & event branding<br />Perencanaan Merk<br />Marcomm, 2010<br />Judhie Setiawan, M.Si<br />
  2. 2.
  3. 3. Pemahaman<br /><ul><li>Pemikiran Philip Kotler dan kawan-kawan dalam bukunya The Marketing of Nations yang menyatakan bahwa kebijakan suatu negara yang berbasis pada pemahaman yang mendalam tentang perilaku produsen, distributor, dan konsumen dalam pasar adalah bagian dari branding of nations.</li></li></ul><li>Brand Structure<br />Structure<br />Evaluation<br />Equity<br />Consistency<br />Identity<br />Image<br />Barriers<br />Branding the Nation:<br />Indonesia Reputation<br />Balance sheet<br />Values <br />Differentiation/ sustainability<br />Benefits<br />Corporate & Ethnic Culture<br />Vision<br />Perspective<br />(national/global)<br />Sumber: adaptasi dari Schultz & Kitchen, 2000: 56.<br />
  4. 4. The Six Assets of a Brand<br />Differentiation<br />From competition<br />Psychic value<br />Recognizable<br />THE BRAND<br />Recall of name and associations, familiar logo<br />Image to self and others<br />Premium<br />Registerable Name<br />In money or time<br />Transferability<br />License, brand extension<br /> Source: Gary Davies, Corporate Reputation and Competitiveness, 2003: 78.<br />
  5. 5. Segitiga Country Branding<br />Destination Branding<br />National Identity<br />National Character<br />Personal<br />Branding<br />Product Branding<br />Corporate Branding<br />Sumber: Hifni Alifahmi, Marketing Communications Orchestra, 2008: 225.<br />
  6. 6. Eco-tourism Indonesia<br />Events<br />Spa<br />Expo<br />Hotel<br />Eco-tourism<br />Resto<br />Resorts<br />Conventions<br />
  7. 7. Integrated Campaign<br />Ecotourism<br />Indonesia Series<br />Road<br />Show<br />Guide<br />Brochure<br />Website<br />Ambassador<br />CD-Room<br />Interactive<br />In-flight<br />Magazine<br />Ecotourism<br />Promotor<br />TVC<br />
  8. 8. INDIA<br />
  9. 9. KOSOVO<br />
  10. 10. CYPRUS<br />
  11. 11.
  12. 12. Destination Branding<br />
  13. 13.
  14. 14. EVENTBranding<br />
  15. 15. EVENT BRANDING<br />Dalam bukunya “The Priciples of Advertising and IMC”, Tom Duncan mengatakan bahwa “event marketing is a promotional occasion designed to attract and involve a brand‘s target audience.”<br />Salah satu cara dalam menyampaikan pesan sebuah brand adalah dengan mengajak customer dan potential customer untuk terlibat dalam sebuah event yang diselenggarakan perusahaan.<br />
  16. 16. FungsiEVENT BRANDING<br />Memperkuat brand positioning dan image sebuah merek.<br />Untuk menarik pelanggan pesaing (brand switching).<br />Menunjukkan kelebihan dibandingkan kompetitor.<br />Menjaga dan meningkatkan loyalitas dari pelanggan.<br />Menciptakan brand awareness yang tinggi dan instan<br />
  17. 17. ContohImplementasi Event Branding<br />
  18. 18. Awareness danEfektivitasEvent Branding<br />
  19. 19. www.Slideshare.net/judhie<br />

×