Matakuliah
Tahun
Versi
: J0114 – Manajemen Pemasaran
: 2005
:1
Pertemuan 14
Brand Management
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Learning Outcomes
Mahasiswa dapat menjelaskan konsep
dan peran brand sebagai suatu strategi
dalam pemasaran
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Outline Materi
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Konsep Brand
Brand Equity
Brand Strategy
Brand Quality
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Brand Management
• Brand management is the application of marketing
techniques to a specific product, product line, or brand. It
seeks to increase the product's perceived value to the
customer and thereby increase brand franchise and
brand equity. Marketers see a brand as an implied
promise that the level of quality people have come to
expect from a brand will continue with present and future
purchases of the same product. This may increase sales
by making a comparison with competing products more
favorable. It may also enable the manufacturer to charge
more for the product. The value of the brand is
determined by the amount of profit it generates for the
manufacturer. This results from a combination of
increased sales and increased price.
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A good brand name should:
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be legally protectable
be easy to pronounce
be easy to remember
be easy to recognize
attract attention
suggest product benefits (eg.:Easy off) or
suggest usage
• suggest the company or product image
• distinguish the product's positioning relative to
the competition
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Konsep Brand
• a brand is the symbolic embodiment of all the
information connected with a product or service.
A brand typically includes a name, logo, and
other visual elements such as images or
symbols. It also encompasses the set of
expectations associated with a product or service
which typicaly arise in the minds of people. Such
people include employees of the brand owner,
people involved with distribution, sale or supply
of the product or service, and ultimately
consumers.
• In other contexts the term "brand" may be used
where the legal term trademark is more
appropriate
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Brand may mean:
• Brand, the symbolic embodiment a
product or service
• The imprinting of brand marks on live skin,
see Livestock branding and Branding
persons.
• Brand, an anarchist magazine published
since 1898
• Brand, a play written in 1865 by Henrik
Ibsen
• Brand Brewery, a Dutch beer brewery
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Brand Equity
• Brand equity is the value built-up in a brand.
The value of a company's brand equity can be
calculated by comparing the expected future
revenue from the branded product with the
expected future revenue from an equivalent nonbranded product. This calculation is at best an
approximation. This value can comprise both
tangible, functional attributes (eg. TWICE the
cleaning power or HALF the fat) and intangible,
emotional attributes (eg. The brand for people
with style and good taste).
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Trade Mark
• A trademark (Commonwealth English:
trade mark)[1] is a distinctive sign of
some kind which is used by a business to
identify itself and its products and services
to consumers, and to set the business and
its products or services apart from those of
other businesses. A trademark is a type of
intellectual property, and in particular, a
type of industrial property
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Lini Produk, Merk dan Kemasan
Lini Produk merupakan kumpulan dari produk yang
berhubungan erat karena memiliki fungsi yang serupa,
dijual kepada kelompok konnsumen yang sama,
dipasarkan melalui saluran distribusi sejenis atau
dengan harga jual dalam satu skala tertentu.
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Manfaat Merk :
a.
b.
c.
d.
e.
Memudahkan penjual utuk mengelola pesanan
Perlindungan hukum
Kesetiaan konsumen pada produk
Membantu penjual dalam mengelompokan
pasar ke dalam segmen-segmen
Citra perusahaan
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Fungsi Kemasan dan Label
a.
b.
c.
Perlindungan terhadap produk dan
konsumen
Identifikasi / informasi
Promosi
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