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Welcome to

Welcome to. Brand Strategy. 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. Innovative. Trustworthy.

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Welcome to

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  1. Welcome to Brand Strategy

  2. BRANDIS……… 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”

  3. Defining the Brand Different Innovative Trustworthy Vision Promise Meaningful Value Unique

  4. Benefits for Customers: Lower perceived risk Reduced search costs Increased trust Increased commitment Status and prestige Benefits for the Company: Build loyalty Premium pricing Avoid price war Additional revenue Increased market share International expansion Barrier to entry Increased distribution Better shelf space Brand extensions

  5. Brand Management Brand Identity Results Strategy Brand Strategist Brand Image Brand Positioning Messaging Marketing, PR, Product Customers & Potential customers

  6. Brand as corporate architecture CORPORATE BRAND GUARANTEE OF THE PRODUCER THE IMAGE AND VALUES UMBRELLA BRAND PRODUCT BRAND BENCHMARK TO COMPARE PRODUCT

  7. Nestle’sBranding Tree 7500 Local Brands 140 Regional Strategic Brands 45 Worldwide Strategic Brands 10 Worldwide Corporate Brands

  8. Customer Analysis Customer Analysis Competitor Analysis Self Analysis Determine Segment and Target Market Brand Vision STRATEGIC BRAND ANALYSIS Brand Mission Brand Concept Brand Identity Brand Promise Functional Emotional Determine Brand Image Determine Brand Value Branded Customer Experience Determine Unique Experience Brand Communication Plan Budgeting Sales Proposition Determine Brand Implementation/ EXECUTION Brand Equity Tracking

  9. Strategic Mindset of Segmentation All consumers are NOT created equal

  10. Dimensi Segmentasi Demografi Geografi Psikografis Behavior • 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

  11. Brand SEGMENTATION IN Action

  12. Brand SEGMENTATION IN Action

  13. branded customer experience (BCE) Brand Essence Brand Experience Brand Promise What U communicate to the marketplace The Value U commit to deliver to Customers People Processes Products

  14. Brand communication in action

  15. A brand is a promise made to its customers. Brand equity is the overall value of the brand Brand Equity

  16. Thank you By : Diah, SE, MSi, CPBC, CPHR, CSRS, CPM (Asia)

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