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Product, Branding and CustomerService Strategies
Pertemuan Ke-16
1
Branding Strategy
• No brand identity, many small and medium
sized manufacturers do not have an
established brand identity. Typically, the
producer of unknown brand concentrates
its marketing efforts on wholesalers and
retailers. These products may develop
consumer loyalty overtime if the user’s
experiences with the product are favorable
and if it is purchased frequently
2
Branding Strategy
• Private branding, the retailer uses its private
brand to build store loyalty, since the private
brand is associated with the retailer’s store.
• Corporate branding, this strategy builds brand
identity using the corporate name to identify the
entire product offering. Ex; IBM
• Product-Line branding, this strategy places a
brand name on a line of related products.
3
Branding Strategy
• Specific product branding, the strategy of
assigning a brand name to a specific
product is used by various producers of
frequently purchased items.
• Combination branding, combination
branding benefits from the buyer’s
association of the corporate name with the
product or line brand name.
4
Brand Identity
• Brand extension
– Using consumer’s familiarity with an existing brand
name in a product class to launch a new product line
in another product class.The new line may or may not
be closely related to the brand from which it is being
extended.
• Licensing
– The sale of a firm’s brand name to another company
for use on a noncompeting product.
• Variations in brand loyalty
– Loyalty to brands is stronger for products that have
distinctive flavors.
5
Customer Service Strategy
• The activities included in customer service
are requests for product specifications
such as performance data, requests for
quotation, purchase order processing,
order status inquiries, and warranty
service.
6
Customer Service
Responsibility
• Creating an integrated and coordinated
customer service strategy requires
developing plans and budgets, measuring
performance, and assigning responsibility
for service.
• The different activities required to develop
and process an order, typically have no
one function or manager responsible for
overseeing all the required activities.
7
Conclusions
• Branding strategy involves deciding among
private branding, corporate branding, productline branding, specific product branding, and
combination branding.
• The influence of customer service on the buyerseller relationship must be recognized.
• Customer service is a process; it involves most
of the function in an organization
8