Branding & Positioning
Additional contents
Additional Contents
Branding
• Brand image
Positioning
• Positioning types
• Brand equity
• Brand perceptual Map
• Brand Loyalty
• Enhancing brand
Why brand is important?
• Brand has power to create;
• Awareness in consumer mind that represent the differentiate of
product, service and organization (Just like a trademark in
consumer’s perception)
• Image of uniqueness and make distinguish from competitors
• Preference for your product/service
• Brand equity
• Brand loyalty
• Increase participation and market share
• Leads to increase revenue and satisfaction of stakeholder (Major
objective of business)
Brand image
A connection with the
consumer minds of customers
and others stakeholder that
make the differentiate the
brand and create competitive
superiority (Keller & Lehman,
2006)
Source: Keller, K. L, & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
Brand Equity: a measure of the total
value of a brand. It is an intangible
value that consumer give to the brand
rather than from the product or
services itself.
Brand identity: the physical, outward
manifestation or appearing of a brand
Brand equity: it value of having well know brand name that base on the well know
brand can generate more money from the product that unknown-brand, as the
consumer believe that a product with well known brand is better than less wellknown brand
Brand Awareness:
related to the
strength of the brand
in memory of
consumer that be able
to identify the logo,
slogan, character,
packaging or other
brand element under
the different
conditions. It related
to brand recognition
and brand recall
Benefits of building brand  brand equity
Loyalty (How
committed are
they to you?)
Market share (How much do you own?)
Preference (Do they want to buy your product?)
Image (what do they think of you?)
Awareness (Do they know of you?)
Brand Loyalty
Brand Loyalty: The degree to which a consumer consistently buy
the same brand within a product class (repurchase same brands
overtimes) (American Marketing Association, 2011)
Levels of Loyalty: Is
consumer committed to
brand?
- Hard-core loyal buy all
the time
- Split loyal loyal for two or
three brands
- Shifting loyal move from
one brand to another
- Switchers  no loyalty
- Looking for bargain (Dealprone)
- Looking for something different
(Vanity prone)
Types of traditional customer loyalty
•
•
•
•
No loyalty
•
Not loyal to any brand
•
Usually small cohort
Inertia loyalty
•
Pattern spending and convenience
•
Very compelling and easy to disrupt
•
E.G. Family buying the same brand of bread, however, if brand is not available and new brand exist
instead, the consumer may easy to switch and loyal to another brand
Latent loyalty
•
Might not purchase often, but at time to purchase they will think about particular brand
•
E.G. Toyota family, Ford Family
Premium loyalty
•
Customers who purchase often from a brand
How to enhance the brand?
• Broadening distribution
• Brand extensions/flanker brand
• Co branding
• Ingredient branding
Ingredient branding: marketing strategy that ingredient of a
product/service is pulled into the spotlight with one finished product
e.g. intel inside in computer Asus, Android in Samsung
Positioning
Positioning types
•
Category positioning
• Pre-emptive positioning
• Unique product positioning
• Image positioning
• Benefit positioning
Brand perceptual map
• Brand perceptual map
• Diagram that show the positioning of product/service that compare
with competitor in perceptions of customer, potential customer or
company
• Positioning strategies
• Positioning by;
• Attribute of product (associate the product with specific attribute(s)
• Price and quality
• Respect to a competitor/ product class
Brand perceptual map