Branding Service Products and Experiences

• Tanpa memberikan nama produk yang dimaksud akan menjadikan sebuah produk

atau jasa tidak akan efektive

Product Lines And Brands• Banyak organisasi jasa menawarkan lini produk

dibanding hanya menawarkan satu produk.

• They may choose among 3 broad alternatives:– Single brand to cover all products and services– A separate, stand-alone brand for each offering– Some combination of these two extremes

Laundry

Laundry Jas

Laundy Karpet

Spectrum of Branding Alternatives (Fig 4.18)

Source: derived from Aaker and Joachimsthaler

Example: British Airways • Menawarkan 6 produk air travel yang berbeda– 4 penawaran antar benua:

•First (deluxe service)

•Club World (business class)

•World Traveller Plus (premier economy class)

•World Traveller (economy class)

– 2 penawaran dalam benua eropa:•Club Europe (business class)

•Euro-Traveller (economy class)

Branding can be used at both company and product levels

Mudah dikenal

Merupakan hal yang utama dalam menjalankan bisnis

Menyatukan pemahaman konsumen

Company

Membantu perusahaan mengkomunikasikan hubungan manfaat dengan konsep jasa yang spesifik.

Product

Offering A Branded Experience (2)

“The brand promise or value proposition is not a tag line, an icon, or a color or a graphic element, although all of these may contribute. It is, instead, the heart and soul of the brand….”

Don Schultz