Marketing Management, 14th ed

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1 Marketing Management, 14th ed
9 Creating Brand Equity Marketing Management, 14th ed

2 What is a Brand? Nama, istilah, logo, simbol, slogans, karakter atau kombinasi dari semuanya ; dimaksudkan untuk mengidentifikasi barang atau jasa dari satu penjual atau kelompok penjual dan untuk membedakannya dari para pesaing. 9-2

3 Brand Elements Brand names Terms Character Elements Logos Slogan
Brand name: Mc Donald Terms; Mc D Logo: close to the word; Mc Donald Symbol: close to sign; M Slogan: close to tag line; I’m loving it Character: uncle ronald mc donald Slogan Symbols 9-3

4 The Role of Brands1 Identifikasi Pembuat & Diferensiasi Competitor
Memudahkan Penanganan Produk/Jasa Mengorganisir Akuntansi / Pembukuan Memberi Pelindungan Hukum 9-4

5 The Role of Brands2 Menunjukkan Kualitas
Menjadi Penghalang Competitior Kemampuan dalam Competitive Advantage Mempertahankan Harga Premium 9-5

6 Corporate name-individual name combo
Brand Naming Individual names Blanket family names Separate family names Corporate name-individual name combo Unilever ; P&G Bakrie Telecom Farley from Heinz Honda CRV 9-6

7 Evaluation of Alternatives Post-Purchase Behavior
What is Brand Equity? Brand equity is Nilai tambah (value added) yang ada pada suatu produk atau jasa, yang dapat terlihat pada cara konsumen berpikir, merasa, dan bertindak terhadap merek. Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Behavior Where’s Brand Purchase? Where’s Brand Role? 9-7

8 Brand Equity Dimensions (K.L. Keller)

9 Brand Equity Dimensions (David Aaker)
Loyalty Perceived Quality Associations Awareness Price Premium Brand Y would have to be__% less than brand X before I would switch brands. Satisfaction I would buy the brand on the next opportunity I would recommend the product or service to others In comparison to alternative brand, this brand: Has high quality? Is the best? Has consistent quality? Growing in popularity? Innovative ? Perceived Value This brand provides good value for the money There are reasons to buy this brand over competitors Personality This brand has a personality This brand is interesting Organization I admire the brand X organization This brand is made by an organization I would trust Differentiation This brand is different from competing brands This brand is basically the same as competing brands Brand Awareness Name the brands in this product class: Have you heard of this brand? I know what this brand stands for….. I have an opinion about this brand …….

10 Dimensi Brand Equity1 Dimensi kesadaran merek (brand awareness) adalah kesanggupan konsumen untuk mengenali suatu produk atau seberapa kuat merek tertanam dalam ingatan konsumen. Kesadaran merek ini tertanam dalam benak konsumen. Dimensi kesan kualitas (perceived quality). Kesan konsumen terhadap kualitas dengan memberikan penilaian positif dan negatif yang menghasilkan nilai. Perusahaan dapat memberikan experiential dan emotional brand sesuai dengan gaya hidupnya

11 Dimensi Brand Equity2 Dimensi asosiasi (brand association)
Untuk menanamkan sebuah asosiasi brand membutuhkan waku yang sangat lama melalui periklanan dan promosi yang gencar sampai mencapai tahap kematangan produk salah satunya produk menjadi marketing leader. Contoh: Sanyo  identik dengan pompa, padahal sanyo bukan hanya memproduksi pompa saja tapi alat elektronik yang lainnya. Dimensi loyalitas (brand & customer loyalty) Setelah melalui proses diatas kesan yang kuat melalui pengalaman dan penanaman emotional brand akan melahirkan brand  loyalty customer loyalty

12 Crafting the Brand Positioning
10 Crafting the Brand Positioning Marketing Management, 13th ed

13 Marketing Strategy Segmentation Targeting Positioning 10-13

14 Differentiation Strategies
Product New Brand vs Brand New Channel Image Personnel 10-14

15 Product Differentiation
Product form Features Performance Conformance Durability Reliability Repairability Style & Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance 10-15

16 Personnel Differentiation: Singapore Airlines
SERVQUAL Tangible Empathy Responsiveness Reliability Assurance 10-16

17 Channel Differentiation
10-17

18 Figure 17.1 IMC Builds Brands
Awareness Brand Association Perceived Quality Brand Loyalty

19 Image Differentiation
10-19

20 Figure 10.1 Sales and Product Life Cycle
10-20

21 Average cost per customer Low cost per customer Profits Negative
Summary of Product Life-Cycle Characteristics, Objectives, and Strategies Introduction Growth Maturity Characteristics Sales Low sales Rapidly rising sales Peak sales Costs High cost per customer Average cost per customer Low cost per customer Profits Negative Rising profits High profits Customers Few Growing Number Stable number beginning to decline 10-21