A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.

1. lia s. Associates
191228
GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN
BOOKCLUB
Final Session
Matthew Healey

2. lia s. Associates
What is Branding?
Brand is a promise of satisfaction. An attractive brand for all ages
with one very simple concept, it's universal.
Who Owns the Brand?
Customers who have a brand.
If companies want their brands to succeed, they must see and
manage their brands purely from the customer's point of view.
Successful and long-lasting brands use customer ideas and make
them part of brand development.
Design in Branding
Design branding begins with product design, and progresses beyond
packaging and labeling for advertising materials and marketing
collateral.

3. lia s. Associates
The Components of Branding
Branding, as it is generally practiced today, involves five
components:
1. Positioning
2. Storytelling
3. Design
4. Price
5. Customer Relations

4. lia s. Associates
What Does Branding?
1.Reinforce a good reputation
2.Encourage loyalty
3.Assure quality
4.Convey a perception of
greater worth, allowing a
product to be priced higher
5.Grant the buyer a sense of
affirmation and entry into an
imaginary community of
shared values.

5. The BRAND DEVELOPMENT
Process
lia s. Associates
1. Research the current
situation
Research the current
situation diligent research
can bring to bear insights
the client was lacking.
This step is usually called
something like
"discovery," because it
involves learning what
has gone before, and why
it has (or hasn't)
succeeded.
2. Imagine an ideal
future
This is often referred to
as the "innovation or
"imagination" step.
Companies that make
innovation a habit usually
end up with strong
brands.
3. Combine strategy
and creativity
Strategy alone won't
succeed; it must be
accompanied by a
creative identity that
engages the senses
appropriately, and
enough publicity and
advertising to arouse
demand for the brand.
4. Wait to let it catch
on
Design, test, redesign,
retest. Of course,
research, analysis, and
testing are critical, but it
is equally critical to read
the results correctly.
Some products give
promising test results but
do poorly in the market.

6. lia s. Associates
Brand Discovery
Many people believe that we have to advertise to succeed, but some
brands succeed even without advertising.
Brand Extensions and Line Extension
Brand Extension: new category where the brand meaning still
makes sense to customers.
Line Extension: the same category is geared to suit different market
segment.
Values
Are things that stand for the brand. Aligned with true values can
increase customer loyalty. And they are very basic to the brand.
Integrity, commitment to excellence, and customer
responsiveness

7. lia s. Associates
Core Benefits and Positioning
Insight - Ideas - Values - Lifestyle
Brand Personality
Product Design
Name - Logo - Color
Typeface - Visual Style - Graphic Motifs
Sound, Smell, Taste, Touch
Packaging
Merchandise, Environments, & Signage
Price Positioning
Advertising
Publicity and PR
Alternative Marketing
Ambassador & Internal Branding
Customer Support
FMCG
Durable Goods
Services
Organizations
Places
ISSUES ANATOMY
What is Branding?
What Branding does
Who Owns the Brand?
The Brand Development Process
Consistency and Change
Design in Branding
Branding, Adv., PR, & Marketing
Storytelling, Experience, & Emotion
Authenticity
Brand Discovery
The Lifetime Brand: Reality or Myth?
Brand Extensions, Associations, & Co-Branding
What else can be branded?
Women and Men
Globalization
Trademark Protection & Intellectual Property
Brand Valuation
Causes and Advocacy
Power of the Consumer
Brand Consulting and the Future of Brand

8. lia s. Associates
Merchandise, Environments, and Signage
“Merchandise” 2 meanings:
+ Creating “things” to sell
a.k.a. retail products
(brand identity)
+ Arranging those “things”
in a shop in such a way
as to maximize sales.
a.k.a. retail environment
(brand experience)
<< Study case of trending
Pop-up Stores
e.g. House of BTS, BT21

9. lia s. Associates
Price Positioning
Price indicates
what strength a brand has.
Price is a brand strategy
leads to a brand perception
and position the product in
relation to its competitors.
<< Study case from
SAMSUNG Series

10. lia s. Associates
Advertising:
Print, Broadcast, Outdoor, Direct Mail, Web, Wearable
Advertising is still
a critical tools for shaping how brands
are perceived (visible FACE of a brand).
Advertising Media:
Print (newspaper, etc.)
Broadcast (on-air adv.)
Outdoor (billboard, public space,etc.)
Direct Mail (subscription, etc)
Web (banner, information, store, etc.)
Wearable (tshirt, cap, fashion, etc.)
<< Study case: COCA COLA

11. lia s. Associates
Publicity and Public Relations
PR is the invisible face of a brand.
PR methods are varied, the goals is
> to get something to happen
> to get people agree that it is good
> to leave people unaware
of how much their point of view
is being influenced
by someone else

12. lia s. Associates
Alternative Marketing
Consumers have become much
more savvy about
the techniques used to sell things
(traditional approaches).
To have any chance of
succeeding, marketers must toss
out the old rules and find stealthier
ways of getting through. e.g. buzz
campaign, w-o-m, viral marketing,
social networking, podcasting,
video sharing, product placement,
product integration (sponsor),
advergaming, etc.
>> Study case: STAR WARS
trailer premiers on FORTNITE

13. lia s. Associates
Ambassador & Internal Branding
For service brand,
the PEOPLE who interact
directly with customer
are the key to building
the right brand experience.
They were trained
(proper smile-talk-knowledge),
dressed-groomed
(proper look), and
rewarded for their work.

14. lia s. Associates
Customer Support
Customer experience
it’s about the human contact between
a company and its customers.
Customer service that exceed what
the customer expected is the best way
to generate “buzz” and get people
talking about a brand.
Superior customer service,
makes happy users into
passionate true believers.

15. lia s. Associates
FMCG (Fast-moving Consumer Goods):
Food & Drink, Personal Care & Household,
Pharmaceuticals, Music, Books & Film
The supermarket is a metaphor for our consumer society.
Buying brands gets you a place in an idealized world and
satisfied the desire aroused by brand’s advertising.
e.g Hallyu (Korean Wave)

16. lia s. Associates
Durable Goods:
Automobiles, Computers & Electronics,
Luxury Goods-Fragrances-Sporting Goods,
Clothing & Footwear, Tools & Construction
Durable goods = “things” that meant to last.
They represent bigger purchase, customer tend to consider their options
more deliberately, and choose more rationally than emotionally.
Branding is important in creating the right perception of value.

17. lia s. Associates
Services:
Hospitality, Banking & Insurance, Telecommunications,
Airlines & Transportations, Media, Sport
A service depends on human performances = requires constant training.
Internal branding is critical to service industries. You must sell to your own
people before you can sell to customers, because without employees
who believe in the brand it’s impossible to get customers to believe.

18. lia s. Associates
Organizations:
> Monolithic Corporations & Conglomerates
> Government, Non-government & Non-profit Organizations
> Universities, Churches, & Museum
Organizations Developing and applying an integrated, sensible brand for
a large organization is a daunting, long-term task, with uncertain results.

19. lia s. Associates
Places:
Nations & Regions, Buildings & Developments
Every place is a brand - nations, regions, cities, districts, streets,
even individual shopping malls and individual buildings.
Most want their “home” to be perceived positively. Places compete to find
markets for their exports and to attracts tourism and investment money.

20. lia s. Associates
PORTFOLIOS &
CASE STUDIES
Useful studies in how branding
could resolve a particular
issue or problem.
1. Landor Associates
2. Fitch
3. Hanson Dodge Creative
4. Inaria
5. Interbrand
6. Irving
7. Lippincott Mercer
8. Minale Tattersfield Design Strategy
9. TippingSprung
10.Pentagram
a. Oskar: Retail Experience
b. Horizon Fitness: Product Rebranding
c. Lago di Garda: Place Rebranding
d. Florida Blue: Brand Extension
e. Mini Cooper: Brand Revival
f. Carluccio’s: Storytelling
g. IEEE: Naming

21. lia s. Associates
Portfolio: LANDOR ASSOCIATES
Client: NESCAFE
Project:
+ Refreshing the look of
Nescafé Gold
+ Conceptual branding
& packaging for the first
instant espresso-style
coffee in the market,
Nescafé Short Black
Concept: A simple, confident,
elegant, & sensual package
design that features iconic
image of crema, the delicious
foam on top of an espresso.

22. lia s. Associates
Portfolio: FITCH
Client: LEGO
Project: develop the concept
for a new generation of
branded stores, the aim was
to create an entertaining and
educational experience
based on the concept of play.
Concept: a child perspective
of an central “living room”.
Product displays are planned
according to the average
height of particular ages,
color theme is friendly, pick-
a-brick containers, etc.

23. lia s. Associates
Portfolio: INTERBRAND
Client: AT&T
Project: rebranding.
Redefine its brand character in a
way that would help lead it forward,
without abandoning its past.
Concept: first, surveying different
parts of AT&T’s market to find out
what “brand drivers” or values and
aspects of the brand. Update the
identity included store & trade-show
environments, packaging, and
extensive internal training to make
everyone in the organization familiar
with the thinking
behind the new logo.

24. lia s. Associates
Portfolio: LIPPINCOTT MERCER
Client: Sprint
Project: design brand identity
for a merged communications
company.
Concept:
+ Sprint’s signature “pin drop”
identity -represent clarity
and Nextel’s signature palette
of bold yellow and black.
+ The new “wing” symbol
reflects a sense of motion
and flight, evoking the
energetics, dynamics, and
visionary characteristics.

25. lia s. Associates
Portfolio: MINALE TATTERSFIELD
Client: Melinda
Project: the organization of apple
producers of the Val di Non area in
northern Italy needs a way of
protecting their reputation for
growing high quality fruit and
identifying their apples among a
host of competitors.
Concept: the name Melinda alludes
to Mela (italian word for apple) and
the apple-shape letter M in the new
logo also suggestive of a heart.
Green leaves represent a sign of
a healthy crop.

26. lia s. Associates
Portfolio: PENTAGRAM
Client: Saks Fifth Avenue
Project: design a new identity for
the store with a graphic program
that would encompass signage,
adv., direct mail, an online
presence, and most importantly,
packaging.
Concept: using Saks logo
(the cursive writing from 1973)
emphasize its heritage, also
looking to the future. The logo
placed in a black square and
subdivided into a grid of 64
smaller tiles that can be shuffled &
rotated to form an almost infinite
number of variations.

27. lia s. Associates
OSKAR: Retail Experience
Design by Enterprise IG
Project: Create an experience
for Oskar's shop that was
challenging, captivating,
respectful, and inspiring in
across flagship and main-street
stores, kiosk, and mobile units.
Concept: A real tree, self
expression wall, system to free
people to explore the store while
waiting for service and effective
storage that combined cash
desk with interactive self-help
tools.

28. lia s. Associates
HORIZON FITNESS: Product Rebranding
Design by Hanson Dodge
Creative
Project: The development of visual
brand identity to reflect both the
technical merits of the product and
the athletic aspirations of the
consumers.
Concept: Show the advantages
from a technical standpoint, bring
an emotional element to
communications that features
Illustration of the inner mechanics,
a series of outdoor and studio
images of people running and
exercising

29. lia s. Associates
LAGO DI GARDA: Place Rebranding
Design by Minale
Project:
The new logo uses five colors
for Garda di three of Italy's
provinces-Trentino, Lombardia,
and Veneto
Concept: that features ikon
siluet di setiap warna untuk
memamerkan banyak atraksi
Garda and was made possible
by the fact that each region was
happy to see the colors of its
own identity incorporated in the
solution.

30. lia s. Associates
FLORIDA BLUE: Brand Extension
Design by Infinia
Project: The aim of the store is to
make planning and purchasing
health insurance more
understandable and less
intimidating.
Concept: From the storefront to
the interior, to the print ads, radio
commercials, outdoor billboards,
and promotional events, the tone
is one of empathy, engagement,
and welcome, complementing and
signaling the informal, yet
informational experience that
visitors can expect.

31. lia s. Associates
MINI COOPER: Brand Revival
Design by Interbrand
Project:
Three key pillars of the brand
extroversion, spontaneity, and
chicness to defining excitement
Concept: The excitement of
what was "inside the box"
combined with the notion of the
car as a work of art led to the
Mini frame, which
complemented the irreverent
tone of voice in all media.

32. lia s. Associates
CARLUCCIO’S: Storytelling
Design by Irving
Project: The identity, packaging,
communication, and interiors of
each location all reflect the
sense of delight and surprise
that customers share with
Antonio and Priscilla.
Concept: The images and color
schemes used avoid the clichés
of ltaly. the graphics and
environments are designed in a
spirit of spontaneity and intuitive
feeling for the right typefaces
and colors.

33. lia s. Associates
IEEE: Naming
Design by Tipping Sprung
Project:
Wi-Fi Alliance came up with the
name Wi-Fi, the standard for
short-range wireless
communication between
computers and modems was
simply called IEEE 802.11™.
Concept: By developing its own
brands for its own standards,
IEEE would not only be able to
share the value of its work, it
could also help companies
building products to IEEE
standards differentiate
themselves in the market.

34. lia s. Associates
THANK YOU

35. lia s. Associates

36. lia s. Associates

37. lia s. Associates

38. lia s. Associates