Review : Defining the Brand

1. Review : Defining the Brand Diyah Ayu Amalia Avina M.Si d_avina@ub.ac.id

2. The brand is and has been defined in many different ways over the years, depending on the perspective from which the brand is perceived. • Often that depends on the academic background of the author/ originator of the different definitions (Dinnie, 2009:9)

3. Part of the confusion about brands is that the word is used in at least three separate but interrelated senses:

4. What the meaning of the BRAND ?

5. CLASSICAL CONTEMPORARY Brand from consumers gut feeling / mental association • Brand defined by tangible characeter as a brand name and brand identity / brand elements

6. Classical Perspective • Brand is : • “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.” • (American Marketing Association. 2007)

7. Contemporary Perspective

8. Contemporary Perspective..(1) a brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service’ (Keller, 1998). These associations should be unique (exclusivity), strong (saliency) and positive (desirable). (kapferer 2008:10) CAR = Exclusive, fast = ferrari CAR = Affordable price, good, easy to use, easy to buy, easy to re sell = Toyota

9. Contemporary Perspective..(2) A brand is a perception resulting from experiences with, and information about, a company or a line of products (Duncan, 2005). Luxurious, quality, cozy = Underwear

10. Contemporary perspective..(3) • A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational (Neumeier. 2006:2) • What is your gut feeling about the companies above? • How did you arrive at those feelings?

11. What exactly is a brand? • It is much more than a logo,syimbol or a name. • A brand represents the full ‘personality’ of the company and is the interface between a company and its audience. • A brand may come into contact with its audience in various ways: from what we see and hear, through to our physical experiences with the brand and general feelings or perceptions we have about a company.

12. What exactly is a brand? • A brand encapsulates both the tangible and the intangible and can be applied to almost anything : a person (like David Beckham), a product or business (Apple, Coca-Cola, Microsoft), places a country, politics , or even a nebulous idea (George Bush’s ‘War on Terror’ or Britain’s short-lived ‘Cool Britannia’ in the 1990s).

13. Brand • A brand is an intangible asset that resides in people’s hearts and minds. • It’s defined by the expectations people have about tangible and intangible benefits that are developed over time by communications and, more importantly, by actions!

14. brand … • A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service • It is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers

15. To plan for one year, grow sales. • To plan for three years, grow channel. • To plan for decades, grow a brand.

16. Brand ≠ Product

18. Product  MARKETING ENTITY • A product is any offering by a company to a market that serves to satisfy customer needs and wants.(kotler 2000:394) • It can be an goods, services, idea, event, person, place, Hope, business or organization, Hope- responsibility act, experience or facility, time, information

19. PRODUCT VS BRAND

21. The importance of Brand

22. Why brands are a big deal? • Brands unlock profitability • Today’s marketplace is full of more products than ever before, and, overwhelmed by the selection, people choose and pay premium prices only for products they’ve heard of, trust, and believe deliver higher value than the others. • Brands prompt consumer selection • consumers can shop and buy without any geographic limitation.

23. Why brands are a big deal? • Brands build name awareness • good reason, new businesses and products increasingly go by invented names instead of by known words. • Brands increase the odds of business survival • Only those that ride into the market on the strength of an established brand or those that are capable of building a brand name in a hurry can seize consumer awareness, understanding, and preference fast enough to survive.

24. Brand’s Function

25. Communication is the of brand Management

26. Type of Brand (not mutually exclusive)

28. BRAND APPROACH

30. 7 Brand Approach (Heldinget all,2009:3)

31. BRANDING = Process to build the Brand how to create gut feelings in the mind of your target audiences

33. Branding means much more than just giving a brand name and signaling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. It requires a corporate long-term involvement, a high level of resources and skills. (Kapferer 2008:31)

34. branding : From Products to Brands