Emotional Branding Pertemuan 5

2. Emotional BrandingPertemuan 5 Matakuliah : J0114/Manajemen Pemasaran Tahun : 2008

3. Learning Outcome Students can show the understanding of brand equity and its measurement

4. Material Outline • Definition of branding • Benefit of branding • Case study • What is brand equity? • Brand equity measurement

5. Definition of Branding • A brand is a name, a symbol, a drawing or a design that gives specific meaning that will distinguish one product from another and indicate a certain value representation (Nelly Ma’arif, 2008)

6. Benefits of Branding • Customers will regard the product as the originator • A brand protects the consumers and producers from competitors who attempt to provide similar offers • A brand helps a product move beyond the commodity it sells • A brand distinguishes a product from competitor’s.

7. Case Study: Samsung • The slogan of Samsung is “imagine the possibilities”. Byung-Chul Lee founded Samsung trading company in Seoul (YPM). Samsung was launched in South Korea, 1953. The 1990s saw Samsung as an international corporation. Not only did it acquire a number of businesses abroad, but also began leading the way in certain electronic components and electronic products (Nelly Ma’arif, 2008)

8. What is Brand Equity? • Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers (David Aaker, 2001) • Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or service (Kottler, 2005)

9. What is Brand Equity? • Major assets categories: • Brand name awareness, refers to the strength of a brand’s presence in the consumer’s mind. • Brand loyalty • Perceived quality, is a brand association that is elevated to the status of a brand asset for some reasons • Brand associations. These associations might include product attributes, a celebrity spokesperson, or a particular symbol. Brand associations are driven by the brand identity

10. Brand Equity Measurements • Measure Criteria: • The measures should reflect the construct being measured • The measures should reflect constructs that truly drive the market • Selected measures should be sensitive: when brand equity changes, the measures should detect that change. • Measures should be developed that can be applied across brands, product categories and markets

11. Brand Equity Measurements • Loyalty measures: • Price premium • Satisfaction/loyalty • Perceived Quality/Leadership measures: • Perceived quality • Leadership/popularity • Associations/Differentiation measures: • Perceived value • Brand personality • Organizational associations • Awareness measures: • Brand awareness • Market behavior measures: • Market share • Market price and distribution coverage

12. Conclusion: • A brand is a name, a symbol, a drawing or a design that gives specific meaning that will distinguish one product from another and indicate a certain value representation (Nelly Ma’arif, 2008) • Customers will regard the product as the originator • A brand protects the consumers and producers from competitors who attempt to provide similar offers • A brand helps a product move beyond the commodity it sells • A brand distinguishes a product from competitor’s. • Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers (David Aaker, 2001)