This document discusses branding strategies and how to build strong brands. It defines brand equity as the effect of brand name on customer response. Brand positioning includes deciding on product attributes, benefits, beliefs and values. Important considerations for brand name selection include suggesting benefits, being memorable, distinctive, translatable and protectable. Brand sponsorship can involve manufacturer brands, private brands or licensing. Strategies for brand development include line extensions, brand extensions, multibrands and new brands. The document emphasizes managing brands by continuously communicating with target audiences and optimizing resources to engage them.

1. BRANDING STRATEGY
Building Strong Brands
Brian Garda Muchardie, S.E, M.M

2. Best Global Brand Value
Source : http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

3. Brand equity
The differential effect that knowing the brand name has
on customer response to the product or its marketing
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA

4. Brand Positioning
Attributes
Benefits
Beliefs & Values
Brand Name Selection
Selection Protection
Brand Sponsorship
Manufacturer’s Brand
Private Brand
Licensing
Co-branding
Brand Development
Line Extensions
Brand Extensions
Multibrands
New Brands
How to Build Strong Brands ?
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA

5. Brand positioning strategy decisions,
include:
 Product attributes
 Product benefits
 Product beliefs and values
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA

6. Brand Name Selection
Desirable qualities
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and remember
3. Distinctive
4. Extendable
5. Translatable for the global economy
6. Capable of registration and legal protection
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA

7. Brand Sponsorship
Manufacturer’s Brand
 PT. Indofood CBP Sukses Makmur
 PT. Sinar Sosro
 PT. Tirta Investama
 PT. Ultra Prima Abadi Private Brand
Licensed brand
Co-brand
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA

8. Brand Development Strategies
Existing New
Line Extension Brand Extension
Multibrands New Brands
Source : Kottler. A, 2010, Principles of Marketing. Fourteenth Edition, Prentice Hall: USA
New Existing
Brand Name
Product Category

9. Managing Brand By Communicate Brand to Engage
Your Target Audience Continuously and Optimize
Your Resources to Grab Your Target Audience

10. THANK
YOU