Download - Brand Management
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04/21/23
Brand Management
Dr.Adi Zakaria AfiffPowerBook 1400c/166
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Understanding the Brand
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What is a Brand?
Brand: to burn Name, term, sign, symbol or design, or a combi-
nation of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” (Kotler, 1997)
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How About These Brands?
Coca Cola & Sony: consumer goods Citibank and DHL : service orgz CNN & BBC : electronic media Ralph Lauren & C. Dior: cosmetics Tiger Wood & David Becham: athletes World Cup & Olympics: events
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Brand Definition
Brand is therefore a product, but one that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need (Keller, 2003)
Genuine Brand is the internalized sum of all impressions received by customers and consumers resulting in a distinctive position in their “mind’s eye” based on perceived emotional and functional benefits (Knapp, 2000)
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The Role that Brands Play
• Identification• Responsibility• Risk reducer• Search cost reducer• Promise• Symbolic device• Signal of quality
• Identification• Responsibility• Risk reducer• Search cost reducer• Promise• Symbolic device• Signal of quality
For the Consumer
• Identification• Legal protection• Signal of quality• Means of associations• Source of comp adv• Source of fin. returns
• Identification• Legal protection• Signal of quality• Means of associations• Source of comp adv• Source of fin. returns
For the Company
Source: Keller, 2003
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What can be Branded?
Physical Goods Services Retailers and Distributors On-line Products and Services People and Organizations Sports, Arts and Entertainment Geographic Locations Ideas and Causes
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The Role of Brand in Marketing
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The Marketing Philosophy: Marketing Concept
Starting Point Focus Means Ends
Target Mkt Need Integrated Mkt Profit through
Cust. Satisfaction
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Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
More simply: Marketing is the delivery of customer satisfaction at a profit.
Marketing
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Marketing Mgmt Process
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Planing & Organizing Implementation Controlling
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Marketing Philosophy: Marketing Concept and Customer Concept
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Planing & Organizing Implementation Controlling
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Strategic Marketing &Tactical Marketing
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Tactical Marketing
Strategic Marketing
Planing & Organizing Implementation Controlling
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Brand Management Focus
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Tactical Marketing
Strategic Marketing
Planing & Organizing Implementation Controlling
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Market Characteristics: Consumer >< Business
Market
Consumer Mkt
B2B Mkt
Large # of customersSmall amount of purchaseConsumer buying
Small # of customersLarge amount of purchaseDerived demandProfessional Buying
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The Brand Management Organization
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The History of Brand Management: Periode Pertumbuhan Merek Produsen Nasional
(1870 –1914) Periode Tantangan Baru dan Metode Manajemen
Baru (1915 –1929) Periode Lahirnya sistim Brand Management, yang
diabaikan (1930 –1945) Era Brand Managers (1950 –kini)
Source: Low & FUllerton, 1994
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Changes in Businesses and Consumers
The Product Concept Days The Market Concept Emergence The Big Brands The Realization of Brand Value The Greater Focus on Brand-
Consumer Relationships
Source: Temporal, 2002
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Changes in Brand Management
Change from an industry to a market focus Change from tactical to strategic thinking Change from local market to global market focus Change from product to category management Change from product to corporate branding Change from product to customer relationship responsibility Change from managing brand performance to brand equity Change from financial accountability to social responsibility
Source: Temporal, 2002
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Brand Leadership: the New Imperative
Tactical & Reactive Less Experienced Shorter time horizon Brand Image Short-term financials Single products/market Simple brand structure Single Country Coordinator of limited options External Consumer Focus Brand Image
Strategic & Visionary Higher in the organization Longer time horizon Brand Equity Brand Equity Measures Multiple products/markets Complex brand architecture Global perspectives Team Leader Internal as well as external Brand Identity
Source: Aaker, 2003
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Customer Based Brand Equity
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Brand Pyramid
Intense, active loyalty
Positive, accessible
reactions
Points of Parity and Difference
Deep, Broad Brand
Awareness
Cons.- Brand Resonance
Brand Salience
Brand Imagery
ConsumerJudgements
Consumer Feelings
Brand Performance
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Hello Kitty: The Power of Brand Equity
Background: a brand based on the cartoon character of a small cat that looks kind and cute, has a button nose, two black dot eyes, six whiskers and a ribbon or flower in her hair. The brand is produced by Sanrio (Japan) and is already 25 years old, Hello kitty is an icon with a global appeal. In 1998 (during recession) the brand success has multiply its company profit by13 times!!. Originally for children but now is attractive to women.
Current product line: 15,000 items (from paper to cafes)
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The Brand Revisited
Source: Tybout &Carpenter, 2001
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Building Customer Based Brand Equity
Choosing Brand Elements
Developing Marketing Programs
Leverage of 2nd associations
Brand Awareness
Brand Associations
Brand Building Tools & Objectives Consumer Knowledge Effects Branding Benefits
Brand Loyalty
Source: Keller, 2003
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Building Customer Based Brand Equity
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Brand Positioning
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Brand Management Focus
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Tactical Marketing
Strategic Marketing
Planing & Organizing Implementation Controlling
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Positioning: The Foundation of Building a Strong, Unique and Favorable Brand Knowledge Structure
The product in the consumer’s mind (Ries & Trout, 1991)
The act of designing the company’s offer and image to occupy a distinctive place in the target market’s mind (Kotler, 2003)
The way we want customers to perceive, think and feel about our brand versus competitive entries (Czerniawski & Maloney, 1999) 1
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Nike >< Adidas
You don’t win silver, you lose gold. There is no finish line. Nike
Every player, every level, every game. Earn Them. Adidas
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Brand Identity Nike >< Adidas
• Individual• Rebel • Performance• USA
• Individual• Rebel • Performance• USA
Nike
• Teamwork• Achievement• Performance• Germany/Europe
• Teamwork• Achievement• Performance• Germany/Europe
Adidas
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Positioning Statement
To Target Customer Group and Need, Brand is the brand of Competitive Framework that Benefit. The reason is Reasons Why. The brand character is aaaa, bbbb, cccc, and dddd (brand character).
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Hypothetical Positioning Statement Daia
To low Income and Price Sensitive Household , Daia is the brand of low price laundry detergent that provides value to consumers. The Reasons are:
Local quality chemical materialsExtensive DistributionLower price compared to competitors Moderate cleaning powerUnique advertising
The brand Identity is value, funny, and caring
Section 3: Positioning
Target Market
Reasons CustomerBelieve us
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Hypothetical Positioning Statement Lux
To women who sees beauty as important , Lux is the brand of a quality and reasonable bathing soap that makes their skin soft and radiant, bringing out beauty. The Reasons are:
Parfume in soaps Good feelings on skin Extensive Distribution Popular women celebrities used in marketing communications
Moderate price
The brand Identity is femine, beauty, celebrities, and caring
Section 3: Positioning
Target Market
Reasons CustomerBelieve us
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Building Customer Brand Equity: Brand Elements
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04/21/23
Building Customer Brand Equity: Brand Elements & Marketing Programs
Adi ZakariaPowerBook 1400c/166
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Building Customer Based Brand Equity
Choosing Brand Elements
Developing Marketing Programs
Leverage of 2nd associations
Brand Awareness
Brand Associations
Brand Building Tools & Objectives Consumer Knowledge Effects Branding Benefits
Source: Keller, 2003
Perceived Differently in product performanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease Mark. Comm. EffectivenessYield licensingSupport brand extensions
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Brand Elements
Choosing Brand Elements
Developing Marketing Programs
Leverage of 2nd associations
Brand Awareness
Brand Associations
Source: Keller, 2005
Perceived Differently in product perfromanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease MarComm EffectivenessYield licensingSupport brand extensions
Brand Names
Characters.
Logo &Symbol
Slogans
Jingles
Packaging
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Criteria for Choosing Brand Elements
Memorability Meaningfulness Likability Transferability Adaptability Protectability
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Brand Element Changes
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Back to Understanding the Brand
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Three Great Dilemmas in Brand Management
Brand Extensions Brand Revitalization Brand Deletion
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Brand Challenges
Savvy Customers Brand Proliferation Media Fragmentation Increased Competition Increased Costs Greater Accountability
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Daftar Pustaka:1. Blair, Mark; Richard Armstrong and Mike Murphy (2003), The 360 Degree
Brand in Asia, John Wiley & Son
2. Keller, Kevin L. (2003), Strategic Brand Management, New Jersey: Prentice Hall
3. Temporal, Paul (2002), Advanced Brand Management, John Wiley & Sons
4. Kellogg on Marketing(2001), John Wiley & Son
5. etc