Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Brand Marketing Program
Pertemuan 10
Outline
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Kriteria Pemilihan Brand Elements
Pilihan dan Taktik Brand Elements
Perspektif Baru dalam Pemasaran
Strategi Produk, Harga, dan Saluran
Brand Elements
• Brand names
• Slogans
• Characters
• URLs
• Logos
• Symbols
Brand Element Choice Criteria
• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
Slogans
• Like a good neighbor,
State Farm is there
• Just do it
• Nothing runs like a Deere
• Help is just around the
corner
• Save 15% or more in 15
minutes or less
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We try harder
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
Measuring Brand Equity
• Brand audits
• Brand tracking
• Brand valuation
Interbrand’s Brand Equity Formula
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Brand earnings
Brand sales
Costs of sales
Marketing costs
Overhead expenses
Remuneration of capital
charge
• Taxation
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Brand strength
Leadership (25%)
Stability (15%)
Market (10%)
Geographic spread (25%)
Trend (10%)
Support (10%)
Protection (5%)
Managing Brand Equity
• Brand reinforcement
• Brand revitalization
• Brand crises
Devising a Branding Strategy
• Develop new brand elements
• Apply existing brand elements
• Use a combination of old and new
Branding Terms
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Brand line
Brand mix
Brand extension
Sub-brand
Parent brand
Family brand
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Line extension
Category extension
Branded variants
Licensed product
Brand dilution
Brand portfolio
Brand Naming
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Individual names
Blanket family names
Separate family names
Corporate name/individual name combo
Brand Roles in a Brand Portfolio
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Flankers
Cash cows
Low-end entry-level
High-end prestige
New Perspective on Marketing
• Digitalization and connectivity (through internet,
intranet and mobile devices)
• Disintermediation and reintermediastion
• Customization and consumerization
• Industry convergence (through the bluring of
industry boundaries)
Integrating Marketing Program and
Activities
• Personalizing Marketing
– Experienal marketing
– One to one marketing
• Permission Marketing
Perceive Quality and Value
• Percieve quality  is customer’s perception to the overall
uality or superiority of a product or service compared to
alternatives and with respect to its intendeed purpose
• Qulitity dimensions :
– Performance
– Features
– Conformance quality
– Reliability
– Durability
– Serviceability
– Style and Design
Value Chain
Calue chain as a strategic tool for identifying ways to create
more customer value
Five primary activities :
• Inbound logistic
• Operations
• Outbond logistic
• Marketing and sales
• Service