Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Strategi Merek
Pertemuan 07
Outline
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Konsep dan Fungsi Merek
Apakah harus ”Bermerek”?
Tantangan dan Peluang Merek
Ekuitas Merek
Strategi Mengelola Merek
Brand
A name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.
Attributes of Strong Brands
• Excels at delivering
desired benefits
• Stays relevant
• Priced to meet
perceptions of value
• Positioned properly
• Communicates consistent
brand messages
• Well-designed brand
hierarchy
• Uses multiple marketing
activities
• Understands consumerbrand relationship
• Supported by organization
• Monitors sources of brand
equity
The Role of Brands
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Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
• Signify quality
• Create barriers to entry
• Serve as a competitive
advantage
• Secure price premium
Branding
Endowing products and services
with the power of a brand.
Brand Equity
The differential effect that brand
knowledge has on consumer
response to the
marketing of that brand.
Brand Associations
• Strong
• Unique
• Favorable
Marketing Advantages of Strong Brands
• Improved perceptions of
product performance
• Greater loyalty
• Less vulnerable to
competition
• Less vulnerable to crises
• Larger margins
• Inelastic consumer
response to price increases
• Elastic consumer
response to price
decreases
• Greater trade cooperation
• Increase in effectiveness
of IMC
• Licensing opportunities
• Brand extension
opportunities
Brand Promise
The marketer’s vision of what
the brand must be and do for
Consumers.
Can everything be Branded?
A brand is something that resides in the mind of consumer
The key to branding is “that consumer percieves differences
among brands in a product category
Branding Challenge and Opportunity
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Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Greater accountability
Brand Equity Models
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Brand Asset Valuator
Aaker Model
BRANDZ
Brand Resonance
Drivers of Brand Equity
• Brand elements
• Marketing activities
• Meaning transference
Strategic Brand Management Process
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Identifying and establishing brand positioning
Planning and implementing brand marketing program
Measuring and interpreting brand performance
Growing and sustaining brand equity