Petra Christian University COMMET 3 Fakultas Ilmu Komunikasi

1. COMMET
Fakultas Ilmu Komunikasi
UNIVERSITAS KRISTEN PETRA
MARCH 2018

2. WHAT IS
BRANDING
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3. The word ‘brand’ comes from
Ancient-Norway ‘brandr’, means ‘to burn’.

4. tangible + intangible + trademark = values + influences
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5. What can be
BRANDED?
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6. What can be BRANDED?
ANYTHING WITH VALUE
… products, services,
organizations, places, people, etc.
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7. What can be BRANDED?
ANYTHING WITH VALUE
… products, services,
organizations, places, people, etc.
Including YOU!
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8. A brand could means
THE NAME
 refers to the branded thing itself
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9. A brand could means
THE TRADEMARK
 refers to the name or symbol in the abstract sense
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10. A brand could means
BELIEF
ex. ‘Disney – Where dreams comes true’
 refers to the value
 trust in the brand called brand equity
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11. A brand could means
PEOPLE
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12. A brand could means
. . . even the dead ones, too!
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13. Brand is
promise of satisfaction.
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14. UNIVERSITAS KRISTEN PETRA

15. Strong brands are those
that communicate their promise
of a unique experience in a clear and
compelling way.
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16. Brand functions
+ Identify the maker
+ Shortcut
+ Organizing
+ Offer legal protection
+ Signify quality / class
+ Create barriers to entry
+ Secure price premium
* To build image
* To build identity
* To create market
* To build awareness
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17. Advantages of Strong Brands
• Improved perceptions of
product performance
• Greater loyalty
• Less vulnerability to
competitive marketing
actions
• Less vulnerability during
multiple crises
• Larger margins
• Greater trade
cooperation opportunities
• Increased marketing
communications
effectiveness
• Possible licensing
opportunities
- Kotler & Keller -
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18. What branding cannot do is
rescue a lousy service or salvage a flawed product,
especially after a customer has had
an unsatisfactory experience with it.
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19. TO DOWNLOAD
Lia Sidik Branding
@liasidik
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