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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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?

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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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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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The world of Mentari Family
Mentari Audience Profiles

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IM3 Audience Profiles

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StarOne Audience Profiles

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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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Branding
Endowing products and services
with the power of a brand.

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Brand Equity
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.

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Brand Associations
 Strong city ?
 Unique
 Favorable
 Thoughts gift ?
 Feeling
 Perceptions
 Images
 Experiences
 Beliefs
 Attitudes

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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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Brand Promise
The marketer’s vision of what
the brand must be and do for
consumers.

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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

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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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Brand Elements
 Brand names
 Slogans
 Characters
 Logos
 Symbols

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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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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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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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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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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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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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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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Brand Naming
 Individual names : Yoplait
 Blanket family names : GE
 Separate family names : Kenmore
 Corporate name/individual name : Honda

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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. 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. 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