Brand Power
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Transcript of Brand Power
CONCEPT | DESIGN | BUILD
BRAND POWER WE MAKE BRANDS BETTER
Brand Coaching:
Branding / Re-positioning /Sustaining Success / New Launches / Aligning Brand
LATIHANUNTUKPEMBANGUNAN
BRANDPOWER Clients
CONTENTS:
TRADEMARKS
BRAND POWER
HOW TO BUILD BRANDS
BRANDPOWER Topic Covered
Build & Supervision
Build & Supervision
IKS / SME: Nilai jualan tahunan < RM25M & Pekerja sepenuh masa < 150
Establishment of Enterprises
# SMEs= 6,365,640.00 [96.5%]
LARGE : 0.8%
MEDIUM : 2.3%
SMALL : 18.2%
MICRO : 78.7%
1
2
3
4
TRADEMARKS what is
CAP DAGANGAN PATEN HAKCIPTA REKABENTUK
INDUSTRI
PETUNJUK
GEOGRAFI
HARTA INTELEK / INTELLECTUAL PROPERTY
PAKARPC
BRANDPOWER Intellectual Property
1 2 3 4
5 6 7 8
9 10 11 12
BRANDPOWER Draw Your Logo
1 2
3 4
5 6
[ DISTINCTIVENESS ]
[ STRENGTH OF TRADEMARKS ]
DESCRIPTIVE GEOGRAPHICAL PARTIALLY
DESCRIPTIVE
FOREIGN
LANGUAGE ARBITRARY INVENTED
Where Your Trademark Stands?
BRANDING Trademark Analysis
DESCRIPTIVE GEOGRAPHICAL PARTIALLY
DESCRIPTIVE
FOREIGN
LANGUAGE ARBITRARY INVENTED
Examples of Trademarks
1 2 3 4 5 6
BRANDPOWER Distinctiveness
[ DISTINCTIVENESS ]
[ STRENGTH OF TRADEMARKS ]
DESCRIPTIVE GEOGRAPHICAL PARTIALLY
DESCRIPTIVE
FOREIGN
LANGUAGE ARBITRARY INVENTED
1 2 3 4 5 6
BRANDPOWER Trademarks
BRAND POWER Harnessing
i.e” she/he doesn‟t need McDonalds, she just needs
fries- any fries for that matter
Some people said “ i don‟t
need a brand. I need a
product
just like a face without recognition Products without BRAND,
BRANDPOWER Product vs Brand
BRAND IDENTITY THE WAYS YOU WANT
THEY 2 PERCEIVED YOU
LOGO TAG
LINE
FB
SOUND COLOUR
What is Brand Identity?
BRAND IMAGE THE WAYS THAT THEY
PERCEIVED YOU
EMOTION REPUTATION
BELIEF IMPRESSION
FAME
...
What is Brand Image?
UNREALIZED
POTENTIAL
HEALTHY
BRAND
DYING BRAND VULNERABLE
LOW HIGH
HIG
H
LO
W
BRAND IMAGE
SALES
Relationship to Sale
BRAND IMAGE THE WAYS THAT THEY
PERCEIVED YOU
EMOTION RAPUTATION
BELIEF IMPRESSION
BRAND IDENTITY THE WAYS YOU WANT
THEY 2 PERCEIVED YOU
LOGO TAG
LINE
SOUND COLOUR
FEELING RUGGERD & OUTLAW
CONFIDENT & SUCCESS
RICH & FAMOUS
...
...
FAME
Product Brand Experience
BRANDPOWER Intellectual Property
RM10 RM50
STORE BRAND INTERNATIONAL BRAND
RM10 RM50
STORE BRAND INTERNATIONAL BRAND
RM10 RM50
STORE BRAND INTERNATIONAL BRAND
BRAND POWER how to:
The Secret Why Virgin BRAND is So Successful? 1. “ fun & adventurous” which offer
2. “great quality at great value” , it's people brand"
MARKET INDICATOR
Small Profit Stagnant Income Increase Sales Making Money
No Opinion Functional Emotionally Preception
Confuse Makes Sense Favourite Build Into Life
BRANDPOWER Brand Stages
INDIFFERENT LIKE LOVE FAN
01 02 03 04
Focus on Niche
Build Bigger
Follower & Connect
Emotionally
Emphasis on
Experience
Broden the
Audiance & Offering
YOUR IS YOUR NEXT STEP
JOURNEY TO 25 MILLION FB FANS IN EUROPE
We started our
journey to the #1
position with 8M
fans
NOVEMBER 2012
85-inch Ultra High
Definition TV
(UHDTV)
FEBRUARY 2013
We becom the #1
brand of Facebook
in Europe
APRIL 2013
Galaxy S4
APRIL 2013
Galaxy NX camera
and ATIV products
JUNE 2013
Galaxy Note 3 and
Gear
SEPTEMBER 2013 Reach 25M fans of
Facebook across
Europe
SEPTEMBER 2013
NOV DEC JAN FEB MAR APR MEI JUN JUL AUG SEP
8,000,000
17,000,000 Fans
25,000,000
Becomes No.1 Brand in Europe
BRANDPOWER Case Study
BRANDPOWER
Unique Proposition
What the
CONSUMER
Wants
What YOUR
BRANDS
Does Well
What Your
COMPETITOR
Does Well
A
B
C ?
A: HEBAT: Different / = Needs
Make it even bigger
B: LEMAH: Competitor =
Needs.
You will be crushed
?: RISIKO: Competitive Battle
Ground. Use emotion,
innovativeness and creativity
C: PEMERHATIAN: Beware
What the
CONSUMER
Wants
What YOUR
BRANDS
Does Well
What Your
COMPETITOR
Does Well
A
B
C ?
True Branding Is About Being Different, Not Saying Different Things
BRANDPOWER Unique Proposition
UNIQUENESS
High Quality, Long
Lasting,
And Durable
Comfortable Fitting
And Relaxing to Wear
Feelings Of Self-
Confidence
& Self-Assurance
FUNCTIONAL EXPERIENTAL SYMBOLIC
BENEFITS / FAEDAH
Blue Denim, Shrink-to-
Fit, Button-Fly,
& Small Red Pocket
Tag
Western, American,
Blue Collar, Strong,
Rugged, & Masculine
Appropriate For
Outdoor
Work & Casual Social
Situations
PRODUCT RELATED USER IMAGERY USAGE RELATED
ATTRIBUTES /CIRI-CIRI
LEVI’S 501
UNIQUENESS
BRANDPOWER Uniqueness
FUNCTIONAL EXPERIENTAL SYMBOLIC
BENEFITS / FAEDAH
PRODUCT RELATED USER IMAGERY USAGE RELATED
ATTRIBUTES /CIRI-CIRI
YOUR BRAND
UNIQUENESS
BRANDPOWER Uniqueness
Why Emotional Selling
IDEAS / PRODUCT = can be easily
duplicated by the competition,
eliminating long-term differentiation.
In Summary:
Your brand should make your
audiance FEEL a CERTAIN WAY
> so your job is to determine „ what is the
feeling that your audiance want to FEEL'
TRUST
I WANT TO BE
IN CONTROL
RESPECT
SAFE RELIABLE
I‟D LIKE TO BE
COMFORTABLE
COMFORT
RELEX
SAFE
I WANT TO BE
NOTICED
TRENDY POPULAR
PLAYFUL COLOURFUL
COOL
I‟D LIKE TO BE
ADVENTURES
UNCERTAINTY
INVOLVE
RUSH
I WANT TO FEEL
FREE
ALIVE
EASYGOING
PLAYFUL
I SEEK OUT
KNOWLEDGE
SMARTER
ACCEPTED
WISDOM
BRANDPOWER Identify Emotion
WHAT YOU WANT YOUR
CUSTOMER TO FEEL?
...................................
...................................
...................................
...................................
BRANDPOWER Identify Emotion
experience > embeded > unseperated
When Brand Become Great?
Which Stage Are YOU?
Is Your Brand Unique?
Stage = Sales (Profit)
Question & Answer
Sesi 1: Taklimat Khas 1. What Is Coaching
2. Coaching Program / Partial Coaching
3. Series: 6hours / months for 6 months
4. Support (FB+ WhatsApp =12.30-2.30)
5. Entreperneur Business Network – Branding Exercise
6. Coching and Becoming Mentor
7. Group And Communication – Smartphone and Social Media [ FREE TRAINING ]