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Brand Dalam Pemasaran

Semua Brand dalam katagori produk Brand tak dikenal Brand yang dikenal

Brand ditemukan tanpa sengaja

Brand yang ditemukan setelah dicari sungguhsungguh Set pertimbangan berisi alternatif pilihan Brand

Brand yang dibangkitkan dari ingatan

Brand yang tak terpanggil

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Contoh : SEPATU
Brand ditemukan tanpa sengaja (aktivitas pasif, melalui perbincangan dalam komunitas, iklan selintas di radio, leaflet, melihat produk di pasar ) : ditemukan Brand yangLorenz setelah dicari sungguhsungguh (aktivitas aktif : search di internet, mengunjungi pameran, mencari iklan di surat kabar ) : starmon, Brand yang dibangkitkan dari ingatan : Nike, Reebok,

Set pertimbangan berisi alternatif pilihan Brand : Lorenz, starmon, nike, reebok

Brand yang tak terpanggil : Rindi, Nely,

!. .

tidak ada harapan bagi Rindy dan Nely untuk terpilih

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Brand thatoriginallyoccupied theposition of "knownbrand",butprospective customersare notableto recall,then thebrandbecomesnot called.This occursbecauseBrandwas not communicated Converselybrand thatis well positioned"unknownbrand"butwi 4/21/12

Marketing Communications Works inPhase I:

The first functionis todeliver productsof marketingcommunicationsat the positionconsideredpotential consumers The nextfunctionis:thata brand cantrulyelected

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In the next phaseof marketingcommunicationsdeliver aproductto buildawarenessandimagein the minds ofpotential consumers. Brand awarenessandbrand imageare theelementsasbrand equity. Everymarketerwantstheir 4/21/12 productshavehighbrand

BrandEquityis a combination ofthebrand identityandall the valuesthat are owned orrepresentedbyanoverall brand. Abrandis said tohave ahighequityifthe brand isperceivedwellby everyonewith an interest inthe brand.
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Valueobtainedifthe companyhasbrand equity,are:

Premium pricesandhigh profit margins, example:McDonald,Indomie,ToyotaKijang,Aq ua. Strongbrandswillprovideopportunitiesfor producersto expandthe brand toexploitthe marketin more depth, example:Toyota,there isthe ToyotaSoluna,Altis,Corola,Camry,Crown.
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Brandcould be thebasis ofthe formation ofcustomerloyaltyandevenfana ticism, example:IwanFals. Brandcouldbe astrongcomponent ofcompetitive advantage,whichis difficult to imitateby competitors, 4/21/12 example:Levi's,locatedina

How TO Choose the Band Name

PRODUCTBENEFITShinted PRODUCTCATEGORYhinted HintedQUALITYPRODUCTS Easy to say,recognizable, and easy toREMEMBER BEDIFFERENTANDSPECIAL DOES NOTCONTAINNEGATIVEMEANING
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SOMEEXAMPLES OFBRANDNAMES

TOYOTA EXTRAJOSS DJIE SAM SOE RINSO KOPIKO SUPERMIE VEGETA HEMAVITON

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How To Build The Brand

Public relations dan press release Sponsorship Clubs and consumer communities Factory visits Trade shows Event marketing Public facilities Social cause marketing
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Ex : HONDA SUPRA X 125

BRAND AWARE NESS BRAN D EQUIT Y BRAND RECOGNITION : melakukan komunikasi cetak maupun elektornik BRAND RECALL : hampir selelu menempati posisi top of mind FAVORABILITY, STRENGTH UNIQUE PREPOSITIONS : matching dengan selera racing BRAND ASSOCIATIONS : NON PROD RELATED : inovasi harga jual kembali tetap tinggi ATTRIBUTES PROD RELATED : aneka pilihan sesuai ekspresi FUNCTIONAL : kendaraan BENEFITS kelas bebek ATTITUDES : layanan purna jual yang terjamin dengan aneka pilihan SYMBOLIC : ekspresi jiwa muda EXPERENTIAL : menyediakan Pengalaman serasa mengendarai motor balap profesional

BRAN D IMAGE

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Kinds Of Brand

Functionalbrand:the buyerboughtthis brandbecause of its function Brandimage:the buyerboughtthis brandbecause ofa certain imagethat carriedthe brand Experientialbrand:the buyerboughtthis brandbecause 4/21/12 itenjoyedthe

Strategy For Functional Brand

EMPHASIZEASPECTS OFATTRIBUTES"OBJECTIVE"ORT HE PRODUCTPRICE. Like : THESUPERIORPERFORMANCEOR AFFORDABLEPRICE.

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STRATEGYFORIMAGEBRAND:

Associate with theUSERViewed Stories(Top One) CREATEUNIQUEDESIGN(LouisVoi tton) CREATEA STRONGIMAGEADVERTISING (MarlboroMan)
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Strategy For Experiental Brand

EmphasizeEXPERIENCEINTHE USE OFTHE PRODUCT(Dufan,DjieSamSoe) CHANCETO VISITSITESTO SEESHOPORFACTORYMAKINGP ROCESS

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In addition tothe types andfunctions, thebrandalsohas the benefitandadvantage for producerswhohave it,they are: provideIdentity buildLoyalty as adifferentiator As aMeans ofPromotion BuildCompanyImage AttractingStakeholders
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How Brands Work NAMA

i OBJECT i SYMBOL i PRODUCT IMAGE I ORGANIZATION IMAGE

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