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Building Strong Brand
W. Rofianto
“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.”
Consumer Benefits
• Simplify product handling
• Protect unique features
• Create loyalty
• Establish barriers to entry
Marketer Benefits
• Identify source/maker
• Simplifies decision making
• Reduces risk
The added value endowed on products and services
because of the brand.
Brand Equity
Brand Resonance Pyramid
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 5 of 37
Brand
Promise
Employees
Partners
Internal Branding
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 37
• Brand Connection
• Shared rituals/stories
• Responsibility to community
Brand Communities
The act of designing
a company’s offering and image
to occupy a distinctive place
in the minds of the target market.
Positioning
Company (Product)
Target Customers Key BenefitPrice Premium
Value Proposition
Volvo(station wagons)
Safety-conscious upscale families
Durabilityand safety
20%The safest, most durable wagon in which your family can ride.
Domino’s (pizza)
Convenience-minded pizza lovers
Delivery speed and good quality
15%A good hot pizza, delivered promptly to your door, at a moderate price.
Frame of Reference
Points of parity / difference
Brand mantra
Brand Positioning
Nike – “authentic athletic performance”Disney – “fun family entertainment”
Brand Mantra Criteria• Communicate• Simplify• Inspire
Brand Positioning Bull’s-eye
Competitive Advantage
Sustainable Leverageable
Customer Advantage
Differentiation Strategies
Emotional Branding
Lovemarks• Mystery• Sensuality• Intimacy
Emotional
Rational
Share of Market
Share of Mind
Share of Heart
Defense Strategies
Protecting Market Share
Product Life Cycles
Hypothetical Market Structure
Defense Strategies
Protecting Market Share
Business has only two basic functions
marketing and innovation.
(Peter Drucker )
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