* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download download
Advertising management wikipedia , lookup
Market segmentation wikipedia , lookup
Market penetration wikipedia , lookup
Social media marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Product placement wikipedia , lookup
Target audience wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Street marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Food marketing wikipedia , lookup
Green marketing wikipedia , lookup
Target market wikipedia , lookup
Digital marketing wikipedia , lookup
Product planning wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Celebrity branding wikipedia , lookup
Visual merchandising wikipedia , lookup
Consumer behaviour wikipedia , lookup
Marketing channel wikipedia , lookup
WWE brand extension wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Youth marketing wikipedia , lookup
Global marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Brand loyalty wikipedia , lookup
Personal branding wikipedia , lookup
Brand equity wikipedia , lookup
Mata kuliah : J0802 - Produk dan Merk Tahun : 2010 Strategi Merek Pertemuan 07 Outline • • • • • Konsep dan Fungsi Merek Apakah harus ”Bermerek”? Tantangan dan Peluang Merek Ekuitas Merek Strategi Mengelola Merek 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. 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 consumerbrand relationship • Supported by organization • Monitors sources of brand equity The Role of Brands • • • • Identify the maker Simplify product handling Organize accounting Offer legal protection • Signify quality • Create barriers to entry • Serve as a competitive advantage • Secure price premium Branding Endowing products and services with the power of a brand. Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand. Brand Associations • Strong • Unique • Favorable 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 Brand Promise The marketer’s vision of what the brand must be and do for Consumers. Can everything be Branded? A brand is something that resides in the mind of consumer The key to branding is “that consumer percieves differences among brands in a product category Branding Challenge and Opportunity • • • • • Savvy customers Brand proliferation Media fragmentation Increased competition Greater accountability Brand Equity Models • • • • Brand Asset Valuator Aaker Model BRANDZ Brand Resonance Drivers of Brand Equity • Brand elements • Marketing activities • Meaning transference Strategic Brand Management Process • • • • Identifying and establishing brand positioning Planning and implementing brand marketing program Measuring and interpreting brand performance Growing and sustaining brand equity