STRATEGIC BRANDING
ISK4190 (3 credits / 2-1)
Prasyarat /Prerequisite : ISK4213
(KomunikasiPemasaran/Marketing Communication)
Dosen / Lecturers:
Koordinator Mata kuliah
(Subject Coordinator):
Diyah Ayu Amalia Avina M.Si
NIP. 198212302008122003
NIDN. 0030128202
Member Lecturer 1 :
Galuh Ayu Savitri M.I.Kom
Member Lecturer 2 :
Azizun Kurnia Illahi MA
email
- d_avina@ub.ac.id
- d_avina2001@yahoo.com
email
galuh.ayusavitri@gmail.com
email
azizunkurniaillahi@gmail.
com
Mobile no:085334553688
(SMS/Whatsapps only)
Mobile no: 085649813433
(Call and SMS)
Mobile no: 085746407678
(Call and SMS)
Deskripsi / Description
This Subject focusses on any issue related to brand and how to build the brand and strategic branding. The subject also discusses
several brand atributes and issues relating to branding communication. On top of branding, students are required to make an
investigation/ formulation of several brand management methods/ branding.
Mata kuliah ini berfokus pada segala sesuatu tentang brand dan strategi-strategi dalam melakukan branding. Berbagai macam atribut
sebuah brand berikut carauntuk mengkomunikasikannya juga akan dibahas didalam mata kuliah ini. Selain mengetahui cara
membangun brand, mahasiswa juga akan melakukan investigasi/ formulasi terhadap berbagai macam metode manajemen brand
atau branding
Tujuan Perkuliahan / Objective of the subject
This subject is aimed at catering the students with branding strategies. Having completed the course, students will be able to
formulate brand strategy for any entity.
Mata kuliah ini bertujuan untuk memberikan pemahaman pada mahasiswa mengenai strategi branding. Diharapkan setelah
menyelesaikan mata kuliah ini mahasiswa mampu memformulasikan brand strategy untuk berbagai entitas
Time Schedule / Waktu perkuliahan
Days
Monday
Tuesday
Wednesday
Time
15.0017.30
Class
D-KOMMK-5
Lecturers
Diyah / Azizun
18.2020.30
delay
toleratio
n 10”
I-KOMING-5
Diyah/ Azizun/ Galuh
07.3009.30
no
teleratio
n
Room
5.5
5.6
Class chairman:
Noval 085655511228
moch.noval@gmail.com
randa 08175403883
randazakariaputra@gmail.c
om
Burhan : 085646439000
chivasfoundation@yahoo.co
m
Group:
5 groups
punishment : cookies
6 groups = 7
perform
Arum : 087884476328
dyahayuarum30@gmail.co
m
C-KOMMK-5
Diyah /Galuh
6.2
perform
Thoriq : 085649711945
te.em_rothick@yahoo.co.id
Agung : 085755116166
agungwidyos@gmail.com
6 groups = (4:6) (2 : 7)
perform
Project
Strategic branding is designed as the introductory course of the professional practice in branding. Thus, this subject emphasizes on
concepts and applications on branding activities. The assessment for the subject will be based on integrated major assignments, from
the first meeting until the end of the semester. The assignment is divided into two main components:
Mid exam assignment:
Total weighing of 50%, divided into several assessment components. In the mid exam assignment, students are required to make
projects on branding formulation for clients. In the first assignment, students will need to focus on a general strategic planning, such as
situational analysis (competitor, consumer insight – TOWS analysis), brand architecture decision, brand identity decision, brand
positioning, and brand essence.
Final exam assignment:
Total weighing of 50%, divided into several assessment components.
The focus of the final exam assignment is to extend the mid exam assignment. Students are required to decide the brand touch-point and
brand activation applications (brand communication) for clients.
Group Assignment:
The class is divided into ….. groups; each group consists of ….. persons.  The responsibility of the class chairman to form the groups.
Tasks:
Students are asked to develop branding strategies for the following entities:
- Product branding : Teh PTPN (the rolas) / Kopi Brotoseno etc
- Non profit-organization branding :IWAMA / RSJ Lawang/Perpustakaan kota Malang etc
- Places Branding: Alun2 kota malang/Tawira Malang etc
The report format:
- This subject does not oblige students to follow a particular format. Students are free to
explore their creativities they have to make the reports attractive as long as the
assignment core content/ details are not compromised.
-
Write names and student numbers of all the members of the team at the back of the CD box or at the back cover of the printed
documents (if students fail to include the names of the members of the team, the concerned students will not be graded).
-
The report must be submitted in hard and softcopy formats (on an attractive CD box = student agency logo). The sample of CD
and box must be submitted for assessment purposes.
The duties of the class chairman
- Is responsible for preparing the lecture tools, such as LCD, AC, markers, reserved laptop computer, sound system, etc;
- Is responsible for coordinating groups and assignments;
- Maintains ‘jarkom’ if the lecturers require so;
- Provides the class data (groups) – names, students ids, emails, etc.
Regulations
Students of the strategic branding course are obliged to understand and comply with all the applicable regulations on campus ethics.
The class regulations for the strategic branding are as follows:
1. Active students  prepare for the materials for discussions, actively engaged in class. The lecturers’ duties are as coordinators
and mentors;
2. During the lectures students are not allowed to disrupt the class (chatting, reading irrelevant materials for the class, doing other
assignments not part of the subject);
3. Students must speak and behave politely in and out of class, either in the in-class lectures, or through other social media
(telephone, SMS, email, WA, etc);
4. Proper and neat dressing code. For examples: no hats/ ponchos / sandals/ shorts/ transparent clothing and other unethical
clothing;
5. Foods and drinks are allowed in class as long as they do not distract classmates and lectures; However, chewing gum is forbidden
(considered rude);
6. Litters must be disposed in the disposal bins  when the class looks messed during the lecture because of the litters, all the
students will be penalised of 1 point reduction from mid or final exams;
7. Smoking is never allowed in class. If students want to smoke, they must ask permission from the lecturers, and they will be given
10 mins allowance for smoking in the smoking area;
8. If students are late more than the timing tolerance, they are still allowed to attend the class but they cannot attend the class OR
they can still follow the lecture but they cannot sign the attendance;
9. Lecturers will try to come on time to the class. Should lecturers not come to class or are coming late due to other important
affairs, the lecturers will contact the class chairman so the class could be dismissed or they need to wait for the lecturers to come;
10. Students must understand and obey the campus ethics.
If students fail to comply with the regulations, they will be given 2 point reductions either in mid or final exams for every breach.
Additional Remarks
Plagiarism and Deceitful Actions
To avoid fraudulent activities/ plagiarism, students are asked to attach the statement of anti-plagiarism (attached) in every single
assignment submitted. By signing the statement, students understand and are bound to receive any risk and consequence of committing
any plagiarism actions.
To understand the definition of plagiarism and how to avoid it, please check http://komunikasi.ub.ac.id/download-form/ Proper APA
referencing. For group assignments, students are responsible not only to the individual work done, but also to the group work.
Assignment consultation
We are fully aware that the assignment loads for students are quite heavy, plus other subject assignments. However, those do not
prevent the students from being underperformed. The Assignment consultations are available since week four (by appointment). Please
drop by to our office or to the other agreed places for consultations if they are deemed to be useful to improve the quality of the
assignments as expected.
Communication with the Lecturer
Students may email or send SMS/ WA the subject lecturers when they have something to discuss. Please keep in mind that this
communication is not the means for getting permission to be absent and come late to the class. SMS/ email should be sent in a polite
language.
Subject materials and announcement
Lecture materials will be uploaded on avina.lecture.ub.ac.id. Lecture plans (SAP), assignment remarks, lecture handout, and the like will
be uploaded on that blog. Please regularly check the blog to get the latest news on the subject.
Students are fully responsible to sign in on the account (do not rely merely on your friends). The published materials are only for
internal usages.
Complaints and Critiques on the Teaching Methods
a. For the members of the groups:
This subject has a high level of group dynamics. Given the fact that this is a group based assessment subject, students are allowed
to log the peer evaluation form should they feel that there are imbalanced workloads within the individual group. If it is deemed
necessary, students may ask for internal peer review (there is a form to be filled out by each member of the team, to assess
themselves and their friends) that to be submitted a maximum of three days after the assignment submission date/
assignment presentation.
b. For the subject lecturers:
Lecturers are open to critiques and suggestions as long as they are addressed politely. Please log your complaints and
suggestions directly after the class or through email. We will try our best to solve the problems or we will try to respond the
concerns promptly. Do not hesitate to discuss with us.
Terlambat tanpa pemberitahuan : mahasiswa pulan dan rescehdule
Attendance and Mark Complaint
Attendance is the personal responsibility of each student with the academic department. Students are required to be present for the
minimum of 80% of all the meetings. There is no mark improvement/ assignment addition if students fail to fulfill this requirement.
Complaint clarification on the grade should be submitted 3 days at the latest after the grade is published.
References:
Main References:
No
Bibliography:
Aaker, David A. 2009. Brand Leadership. Simond & Schuster UK Tbk
Davis, M. 2009. Fundamentals of branding. AVA publishing. London
Heding, Knudtzen & Bjerre. 2009.Brand Management: Research, theory and practice. Routledge:NY
Kapferer, JN. 2008. The new Strategic Brand management:4th edition. Kogan Page Philadelphia
Neumeier, Marty. 2006. The Brand Gap. New Readers. Berkeley
Additional References:
No
Bibliography:
Al Ries and Laura Ries. The 22 Immutable Law of Branding. Perfectbound
Anholt, Simon. 2005 Brand New Justice. Elsevier Butterworth heinemann
Belch and Belch. 2010. Advertising and Promotion. McGrawHill
Clifton, Rita, and Simmons, John. 2003. Brands and Branding. Profile Books Ltd. London
Davis, M. 2005. More than a name: an introduction to branding. AVAbooks:Singapore
Deirdre Breakenridge. 2001. Cyberbranding : brand building in the digital economy. PrenticeHall
Dinnie, K. 2008. Nation branding: Concepts, Issues, Practices. Eslevier:Amsterdam
Duncan,T.2002. IMC.Using advertising and Promotion to build Brand.McGrawHill
Duffy & Hopper. 2003. Passion Branding. Willey:UK
Elson,T. 2004.Culture and Positioning as determinants onf strategy. PalgraveMacmillan:NY
Kaputa,C. 2011. You are a brand (translation). Gagas Media:Jakarta
Kasali,R. 2013. Camera Branding: Cameragenic vs Auragenic. Gramedia Pustaka Utama: Jakarta
Kotler, Philip. 2009. Marketing Management:13th ed. Prentice Hall Inc
Kotler&Pfoertsch. 2006. B2B Brand Management. Springer:Berlin
Light, Lary and Kiddon, Joan. 2009. Six rules for Brand revitalization. Wharton School Pub
Maclnnis, Park, Priester. 2009. Handbook of brand relationship. ME Sharp:London
Schroeder&Salzer-Morling. 2006. Brand Culture. Routledge:Oxon
Shimp, T. 2010. Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e. South-Western, Cengage
Learning
Tai & Chew. 2012. Brand Management. Jkt: Indeks
UNWTO & ETC. 2009. Handbook on Tourism Destination Branding. Madrid : WTO
Wheeler,A. 2009. Designing Brand Identity. John Wiley and Sons:Hoboken NJ


1
2
3
4
Teaching
Forms of
Materials:
Learning
Class agreement  Lecture

Introduction: The  Small
basic definition
group
of Brand,
discussion 
Branding, and
rebranding



Students will understand the concept of
Lecture
brand architecture, such as:
Small
 brand relationship spectrum –
group
 Type of brands
discussion


Lecture
Small
group
discussion


Students will be able to conduct branding
Lecture
researches pertinent to:
Small
 consumer research
group
 segmentation and positioning
discussion
research
 consumer insight
 competitor analysis
Brand Architecture
Branding strategy :
global rules
Situational analysis:
consumer audience
and Competitor
analysis
The Expected End Results
(Competencies)
Students will understand:
The basic definition of Brand,
Branding, and rebranding
The relation between Brand &
Branding and marketing
communication
Basics of 7 Brand approach
Assessment Criteria
(Indicators)

Students will be able to understand
The basic formulations in
branding strategies;
branding strategy
Students can develop concepts or branding
formulations based on Branding techniques
Consumer and competitor
researches
Weighing
(%)

5
6
Differentiation and
brand positioning
Brand Identity


Lecture
Students will be able to understand the
differentiation strategy and
Small
Positioning approach
group
discussion


Lecture
Small
group
discussion
Case
study
Project
Based
Learning
(PjBL)

7
Workshop
Students can understand the concepts of :
- Identity approach
- Brand Identity planning model
- brand prism
- Other approach related to brand
identity
Students can assign differentiation
and position of a brand
Students are able to analyze and
formulate brand identity for client
-
-
Progress report of the Project
-
Project Based Presentation :
Project report 1
Learning
(PjBL)
8
Mid Exam
Discussion of the theme
(clear, accurate, and
concise) and topic
argumentation
Flow and logics of the
proposal
Project totality (2-6) and
presentation
 Discussion of the theme
(clear, accurate, and
concise) and topic
argumentation
 Flow and logics of the
proposal
20 %
30%

-
9
Building brands :
Brand

Communication:

 Brand touch point
 Brand Message
Camera Branding

Lecture
Small
group
discussion
Case
study
-
How Marcom works on branding
Endorser
Branding in the World Wide Web



employer branding categories
internal branding
internal communication as internal
branding techniques
Cyber Branding
10
Entities (1) :
Employer and
Internal Branding


Organizational
branding

Brand of non-profit
organization
11

Entities (2) :
Places and

Destination branding
Lecture
Small
group
discussion
Case
study
Lecture
Small
group
Students will be able to understand the
concepts and basic formulations:
 content of places
Presentation techniques
(engaged with the
audience, clear,
professional, and sticking
to the time limit)
Students can formulate and
apply brand communication to
the target audience.

discussion
Case
study


destination branding
tourism branding
extra chapter : City and Nation Branding
12
13
Entities (3) Personal
and Political
Branding



Brand Culture and
Brand communities


Brand relationship
and customer
relationship



14
Equity : the reason
why build the brand

Students will be able to understand the
Lecture
concepts and basic formulations:
Small
 Personal and Political Branding
group
discussion
Case
study
Students will be able to understand the
Lecture
concepts and basic formulations:
Small
 Brand Culture and Brand
group
communities
discussion
 Brand relationship and customer
Case
relationship
study
Students will understand
Lecture
 approach of brand equity :
Small
1. subjective and objective approach
group
 asset of brand equity :
discussion
1. brand awareness
Case
2. perceive quality
study
3. Brand association
4. brand loyalty
+
1. brand image
2. brand preference

research of brand equity
Project Based
Learning
(PjBL)
15
Workshop
Descriptions of branding
techniques done in accordance
with lectures 9 and 10-13
(depending on the case chosen)
Discussion : Progress report brand
building – communication
Project Based Presentation :
Final project report
Learning
(PjBL)
16
Presentation
 Discussion of the theme
(clear, accurate, and
concise) and topic
argumentation
 Flow and logics of the
proposal
 Presentation techniques
(engaged with the
audience, clear,
professional, and sticking
to the time limit)
Project totality (revision 2-6) and
9 as well as 10-13 (depending on
the case chosen)
Final Exam
Presentation:
 Discussion of the theme
(clear, accurate, and
20%
30%


concise) and topic
argumentation
Flow and logics of the
proposal
Presentation techniques
(engaged with the
audience, clear,
professional, and sticking
to the time limit)