Wednesday, 12 August 2015Financial Hall, Graha CIMB Niaga 2ndFl.JakartaCreating Brand Content in Strategic MarketingArief Budiman, MSiFaculty Member of Prasetiya Mulya School of Business and EconomicsExecutive Summary How to ensure the good brand content is? Understanding the long-term effects of putting strategic brand content on Nikes brand equity The essence of brand content Strategic marketing and RBV Brand, branding and knowledgeBrand, Branding and KnowledgeManaging Brand1. Brand knowledge2. Dimension of Brand Knowledge3. The process4. Brand leveraging5. Knowing the entityBrand knowledge What is the first knowledge when you see these logo?Does any one saying Sweden and/or American?Consumer brand knowledge can be defined in terms of the personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information.Brand knowledgeKevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.Strategic marketing and RBVBrand positioning is a core strategic marketing activity (Ries and Trout 1982)Fahy, Smithee / Strategic Marketing and the Resource Based View of the Firm, Academy of Marketing Science ReviewVolume 1999 no.10The resource-based view of the firm focusesattentionon the ability of the firm to deliver on its desired positioning strategy.Technological and organisational capabilities (Kogut 1991; Reich 1991), communications and marketing infrastructures (Dunning1988; Porter1990)Dimension of Brand KnowledgeBrand KnowledgeAwarenessAttributesBenefitsThoughtsImagesFeelingsAttitudesExperiencesKevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.category identification and needs to satisfied by the branddescriptive featurespersonal value and meaningpersonal cognitive responsessummary judgments and overall evaluationsaffective responsespurchase and consumption behaviorsBrand Knowledge Management Journey From To IndividualVolumeProtectingAd-hocIslandExplicitTacticalEndOrganizationalValueRevealingProcessNetworkTacitStrategicMeansExplicit TacitIan Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol. 2 pp. 47 - 54Brand Knowledge Management ProcessCollection Analysis Enquiry ExperienceExplicitTacit converterTacitIan Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol. 2 pp. 47 - 54The key to incorporate the tacit and explicit knowledge is while in enquiry process.At this point then we can take advantage of consumer learning to communicate the content effectively.Brand leveragingCreating newBrand KnowledgeAffecting existing Brand KnowledgeORKnowledge of Entity what knowledge exists aboutthe entity and has the potential to transfer to the brand?Meaningfulness what extent might this knowledge be deemed meaningful for a brand?Transferability what extent will this knowledge actually become linked to the brand or affect existing knowledge?Kevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.The three ways to linking the brand knowledge with the entity: Knowing the Entity of NikeShoesClothing DiversityExpensiveVictoryComfortRunningDesignCelebrity AthletePlatformFuelBrand Function Descriptive modifier Emotional modifierType of experiences or benefits that brand providesFurther explanationAffective explanation that brand providesAuthentic Athletic PerformanceKevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.Authentic Athletic Performance Nikes brand mantra put a particular emphasis on maintaining authenticity, by which we also meant integrity and purity, front and center All products and activities associated with Nike likewise had to be athletic, not leisurely Finally, every Nike product had to exude world-classperformanceand meet the demands of the worlds finest athletes, even though such athletes represented a microscopic piece of Nikes total business The essence of brand content3. INSPIRE 1. COMMUNICATE 2. SIMPLIFYFor Nike, the contentis elaboratedbecome:Nikes Content Leverage TALK ABOUT ATHLETES, NOT NIKE.Nike is utilizing the Nike Plus application thru IOS and Android platform to seed and interrelate among others who lives in sportsperson.Nike is starting to communicating their content by bringing the idea of any one can be a good athlete.Nikes Content LeverageSATISFY YOUR FRIEND, IGNORE EVERYONE ELSE.By creating Nike Fuel, where you and your friend can build kind of an exclusive club, that you will not be take in everyone else business.Understanding the Long-Term Effects of Putting Strategic Brand Content on Nikes Brand EquityKevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.If you have a body, youre an athleterunning shoesathletic shoes and apparelNIKE IS NOT A BRAND.Its an attitudeQuestion: Which way that Nike follow to change their brand knowledge?Creating newBrand KnowledgeAffecting existing Brand KnowledgeORPlease send your answer to me: arief.budiman@pmbs.ac.idConclusion Your Brand Positioning should create at the same time when you create brand mantra. The brand content should capture the way how to: communicate, simplify and inspiring. When creating the brand content, please ensure this positioning check list is passed:1. Does your positioning desired by your brand community?2. Does your positioning is delivered thru brand experiences?3. Does your positioning is distinguishable from competitors?Thank You