11. BRAND & PACKAGING MANAGEMENT

9 Creating

Brand Equity

Kotler Keller

Dr. Waseso Segoro, Ir. MM.

IT TELKOM, MAY 11, 2009

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Chapter Questions

What is a brand and how does branding work?

What is brand equity?

How is brand equity built, measured, and managed?

What are the important decisions in developing a branding strategy?

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Brand

A name, term, sign, symbolor design, or a combination of them,

intended to identify the goodsor services of one seller or group

of sellers and to differentiatethem from those of competitors.

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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 consumer-brand relationship

Supported by organization

Monitors sources of brand equity

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The world of Mentari Family

Mentari Audience Profiles

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IM3 Audience Profiles

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StarOne Audience Profiles

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The Role of Brands

Identify the maker (punya indosat)

Simplify product handling (matrix/mentari/im3/star-

one)

Organize accounting

Offer legal protection

Signify quality

Create barriers to entry (GSM/CDMA)

Serve as a competitive advantage (family/young)

Secure price premium

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Branding

Endowing products and serviceswith the power of a brand.

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Brand Equity

The differential effect that brandknowledge has on consumer

response to the marketing of that brand.

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Brand Associations Strong city ? Unique Favorable

Thoughts gift ? Feeling Perceptions Images Experiences Beliefs Attitudes

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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

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Brand Promise

The marketer’s vision of whatthe brand must be and do for

consumers.

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Brand Equity Models BrandAssetValuator,

differentiation/Relevance/Esteem/Knowledge

AakerModel,loyalty/awareness/perceivequality/brand association/patent/trademark

BRANDZ,presence/relevance/performance/advantage/bonding

BrandResonance, salience/performance/imagery/judgment/feelings/resonance

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Drivers of Brand Equity

Brand elements, identities the brand, red?

Marketing activities, support mktg program, strong retail support K mart.

Meaning transference, linking it to some one / Paul Hogan - Subaru, XL -Luna Maya

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Brand Elements

Brand names

Slogans

Characters

Logos

Symbols

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Brand Element Choice Criteria

Memorable,easily recall

Meaningful,credible

Likeability, visualy/verbally

Transferable,

introduce new product : VW Touareg

Adaptable, 75 or 35 years

Protectible, legally protected

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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

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

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Measuring Brand Equity

Brand audits, brand inventory/brand exploratory

Brand tracking, collect information from customers on a routine basis

Brand valuation, total financial value of the brand.

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Interbrand’s Brand Equity Formula (Brand Worth) Brand earnings

Brand sales

Costs of sales

Marketing costs

Overhead expenses

Remuneration of capital charge

Taxation

Brand strength

Leadership (25%)

Stability (15%)

Market (10%)

Geographic spread (25%)

Trend (10%)

Support (10%)

Protection (5%)

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Managing Brand Equity

Brand reinforcement, since 70 years ago are still today’s brand leaders

Brand revitalization, successfully turned arround to varying degree : competition/technology/consumer taste changes

Brand crises, in the crisis situation

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Devising a Branding Strategy

Develop new brand elements for new product

Apply existing brand elements

Use a combination of old and new

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Branding Terms Brand line

Brand mix

Brand extension

Sub-brand

Parent brand

Family brand

Line extension

Category extension

Branded variants

Licensed product

Brand dilution

Brand portfolio

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Brand Naming

Individual names : Yoplait

Blanket family names : GE

Separate family names : Kenmore

Corporate name/individual name : Honda

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Brand Roles in a Brand Portfolio

Flankers / portfolio : P&G

Cash cows : Gillette

Low-end entry-level : BMW-3

High-end prestige : BMW - 7

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SUMMARY Brand Definition

Brand offer a number of benefits

Brand = uniquely attributable to a brand

Brand equity needs to be measured

Brand strategy : new/existing/combination

Brand portfolio : each brand name product must have a well defined positioning

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TUGAS UTK YG TDK IKUT QUIZ YL

Buatkan summary/intinya saja, apa yang telah dipelajari pada Mjmnt Marketing sebelum UTS?

Apa manfaat / kegunaan Presentasi Group Cases Mjmnt Mktg setiap Senin ?

Buat kesimpulan, apa key success factor/keberhasilan suatu perusahaan!

Dikumpulkan Minggu Depan Senin 18/5/09.9-86