Welcome to

BRAND IS………

defined as a :“name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors”

DEFINING THE BRAND

Different

Unique Meaningful

Vision

Value

Trustworthy Innovative

Promise

Benefits for the Company:Build loyaltyPremium pricingAvoid price warAdditional revenueIncreased market shareInternational expansionBarrier to entryIncreased distributionBetter shelf spaceBrand extensions

Benefits for Customers:Lower perceived risk Reduced search costs Increased trust Increased commitmentStatus and prestige

BRAND MANAGEMENT

Brand Identity

Brand Positioning

Brand Image

Strategy

Messaging

Results

Brand Strategist

Marketing, PR, ProductCustomers & Potential customers

BRAND AS CORPORATE ARCHITECTURE

CORPORATE BRAND

UMBRELLA BRAND

PRODUCT BRAND

GUARANTEE OF THE PRODUCER

THE IMAGE AND VALUES

BENCHMARK TO COMPARE PRODUCT

7500 LocalBrands

140 RegionalStrategic Brands

45 WorldwideStrategic Brands

10 WorldwideCorporate Brands

Nestle’s Branding Tree

STRATEGIC BRAND ANALYSISCustomer AnalysisCustomer Analysis Competitor Analysis Self Analysis

Determine Segment and Target Market

Brand Vision

Brand Mission

Brand Concept

Brand Identity Brand Promise Functional Emotional

Determine Brand Image Determine Brand Value

Branded Customer ExperienceDetermine Unique Experience

Brand Communication Plan Sales Proposition Determine Brand Implementation/

EXECUTIONBrand Equity

Budgeting

Tracking

STRATEGIC MINDSET OF SEGMENTATION

All consumers are NOT created equal

Demografi

DIMENSI SEGMENTASI

Behavior Geografi Psikografis

• usia• gender• SES• etnis• pekerjaan• pendidikan• ukuran keluarga

• desa

• kota

• propinsi

• negara

• iklim

• kepribadian

• sikap

• gaya hidup

• hobi

• resiko

• brand loyalty

• usage level

• benefits

sought

Kebutuhan &

Kemampuan

Budaya &

Adat istiadat

Penampilan &

Prestis

Kesukaan &

Kepuasan

BRAND SEGMENTATION IN ACTION

BRAND SEGMENTATION IN ACTION

BRANDED CUSTOMER EXPERIENCE (BCE)

Brand Essence Brand Promise Brand Experience

What U communicate

to the marketplace

The Value U commit

to deliver to Customers

PeopleProcessesProducts

BRAND COMMUNICATION IN ACTION

Brand Equity A brand is a promise made to its customers.

Brand equity is the overall value of the brand

By : Diah, SE, MSi, CPBC, CPHR, CSRS, CPM (Asia)