What is a brand and how does branding work?
What is brand equity?
How is brand equity built, measured, and
What are the important decisions in developing a
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.
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
Like a good neighbor, State Farm
Just do it
Nothing runs like a Deere
Help is just around the corner
Save 15% or more in 15 minutes
We try harder
We’ll pick you up
Nextel – Done
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
Measuring Brand Equity
Brand audits, brand inventory/brand
Brand tracking, collect information from
customers on a routine basis
Brand valuation, total financial value of the
Managing Brand Equity
Brand reinforcement, since 70 years ago
are still today’s brand leaders
Brand revitalization, successfully turned
arround to varying degree :
Brand crises, in the crisis situation
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
well defined positioning 9-85
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.