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