Brand & packaging management

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Brand & packaging management

  1. 1. 11. BRAND & PACKAGING MANAGEMENT 9 Creating Brand Equity Kotler Keller Dr. Waseso Segoro, Ir. MM. IT TELKOM, MAY 11, 2009
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  6. 6. 9-6 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?
  7. 7. 9-7 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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  9. 9. 9-9 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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  12. 12. 3-12 The world of Mentari Family Mentari Audience Profiles
  13. 13. 3-13 IM3 Audience Profiles
  14. 14. 1-14 StarOne Audience Profiles
  15. 15. 9-15 The Role of Brands  Identify the maker (punya indosat)  Simplify product handling (matrix/mentari/im3/star- one)  Organize accounting  Offer legal protection  Signify quality  Create barriers to entry (GSM/CDMA)  Serve as a competitive advantage (family/young)  Secure price premium
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  18. 18. 9-18 Branding Endowing products and services with the power of a brand.
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  21. 21. 9-21 Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand.
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  24. 24. 9-24 Brand Associations  Strong city ?  Unique  Favorable  Thoughts gift ?  Feeling  Perceptions  Images  Experiences  Beliefs  Attitudes
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  27. 27. 9-27 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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  30. 30. 9-30 Brand Promise The marketer’s vision of what the brand must be and do for consumers.
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  34. 34. 9-34 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
  35. 35. 9-35 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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  40. 40. 9-40 Brand Elements  Brand names  Slogans  Characters  Logos  Symbols
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  47. 47. 9-47 Brand Element Choice Criteria  Memorable,easily recall  Meaningful,credible  Likeability, visualy/verbally  Transferable, introduce new product : VW Touareg  Adaptable, 75 or 35 years  Protectible, legally protected
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  54. 54. 9-54 Slogans  Like a good neighbor, State Farm is there  Just do it  Nothing runs like a Deere  Help is just around the corner  Save 15% or more in 15 minutes or less  We try harder  We’ll pick you up  Nextel – Done  Zoom Zoom  I’m lovin’ it  Innovation at work  This Bud’s for you  Always low prices
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  57. 57. 9-57 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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  61. 61. 9-61 Interbrand’s Brand Equity Formula (Brand Worth)  Brand earnings  Brand sales  Costs of sales  Marketing costs  Overhead expenses  Remuneration of capital charge  Taxation  Brand strength  Leadership (25%)  Stability (15%)  Market (10%)  Geographic spread (25%)  Trend (10%)  Support (10%)  Protection (5%)
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  65. 65. 9-65 Managing Brand Equity  Brand reinforcement, since 70 years ago are still today’s 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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  69. 69. 9-69 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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  72. 72. 9-72 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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  75. 75. 9-75 Brand Naming  Individual names : Yoplait  Blanket family names : GE  Separate family names : Kenmore  Corporate name/individual name : Honda
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  80. 80. 9-80 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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  85. 85. 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 well defined positioning 9-85
  86. 86. 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. 9-86

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