Post on 22-Dec-2015
04/19/23
Managing Brands: Building Brand Equity
Adi ZakariaPowerBook 1400c/166
Marketing Management Process
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Planing & Organizing Implementation Controlling
Strategic Marketing &Tactical Marketing
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Tactical Marketing
Strategic Marketing
Planing & Organizing Implementation Controlling
Brand Management Focus
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Planing & Organizing Implementation Controlling
Within time Market Dynamic Experience Changes
STPMarketingObjectves
Marketing Program;1.Product2. Price3. Place 4. Promotion
1. Advertising2. Sales Promotion3. Personal Selling4. Direct Marketing5. Public Relations
MarketingImplementation
Evaluation& Control
MacroEnvironment
MicroEnvironment
Business Mission
Planing & Organizing Implementation Controlling
Experience Change
Kecap Merek Bango(takeover by Unilever 2001)
Building Customer Based Brand Equity – Kecap Bango
Choosing Brand Elements
Developing Marketing Programs
Leverage of 2nd associations
Brand Awareness
Brand Associations
Brand Building Tools & Objectives Consumer Knowledge Effects Branding Benefits
Source: Keller, 2003
Perceived Differently in product performanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease Mark. Comm. EffectivenessYield licensingSupport brand extensions
Brand Elements
Choosing Brand Elements
Brand Awareness
Brand Associations
Source: Keller, 2005
Perceived Differently in product perfromanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease MarComm EffectivenessYield licensingSupport brand extensions
BangoLogo &Symbol
Slogans
Jingles
Kemasan isiUlang
Unique Marketing Programs
Developing Marketing Programs
Brand Awareness
Brand Associations
Festival Jajanan BangoProgram tv Bango Cita Rasa Nusantara
Membina petani kedelai hitam
Leveraging Kuliner Nusantara
Leverage of 2nd Associations=
KULINER NUSANTARA
Brand Awareness
Brand Associations
Festival Jajanan BangoProgram tv Bango Cita Rasa Nusantara
Membina petani kedelai hitam
Royco(merge dengan Knorr)
Building Customer Based Brand Equity – Pelezat Makanan Royco
Choosing Brand Elements
Developing Marketing Programs
Leverage of 2nd associations
Brand Awareness
Brand Associations
Brand Building Tools & Objectives Consumer Knowledge Effects Branding Benefits
Source: Keller, 2003
Perceived Differently in product performanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease Mark. Comm. EffectivenessYield licensingSupport brand extensions
Brand Elements
Choosing Brand Elements
Brand Awareness
Brand Associations
Source: Keller, 2005
Perceived Differently in product perfromanceGreater LoyaltyCommand larger marginsGreater trade coop/supportIncrease MarComm EffectivenessYield licensingSupport brand extensions
Knorr for bulk products
Royco for consumer
Menabut lezat,Menuai manfaaat
Seasoning to liquid
Unique Marketing Programs
Developing Marketing Programs
Brand Awareness
Brand Associations
Knorr for bulk productsRoyco flavor enhancedLiquid- non msg
Bintang Dapur Royco
Leveraging Kuliner Nusantara
Leverage of 2nd Associations=
KULINER NUSANTARA
Brand Awareness
Brand Associations
Royco flavor enhancedLiquid- non msg
Bintang Dapur Royco\
Health, good mother