Brand & packaging management
-
Upload
rajesh-kumar -
Category
Marketing
-
view
178 -
download
1
Transcript of Brand & packaging management
![Page 1: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/1.jpg)
11. BRAND & PACKAGING MANAGEMENT
9 Creating
Brand Equity
Kotler Keller
Dr. Waseso Segoro, Ir. MM.
IT TELKOM, MAY 11, 2009
![Page 2: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/2.jpg)
9-2
![Page 3: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/3.jpg)
9-3
![Page 4: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/4.jpg)
9-4
![Page 5: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/5.jpg)
9-5
![Page 6: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/6.jpg)
9-6
Chapter Questions
What is a brand and how does branding work?
What is brand equity?
How is brand equity built, measured, and managed?
What are the important decisions in developing a branding strategy?
![Page 7: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/7.jpg)
9-7
Brand
A name, term, sign, symbolor design, or a combination of them,
intended to identify the goodsor services of one seller or group
of sellers and to differentiatethem from those of competitors.
![Page 8: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/8.jpg)
9-8
![Page 9: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/9.jpg)
9-9
Attributes of Strong Brands Excels at delivering desired
benefits
Stays relevant
Priced to meet perceptions of value
Positioned properly
Communicates consistent brand messages
Well-designed brand hierarchy
Uses multiple marketing activities
Understands consumer-brand relationship
Supported by organization
Monitors sources of brand equity
![Page 10: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/10.jpg)
9-10
![Page 11: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/11.jpg)
3-11
![Page 12: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/12.jpg)
3-12
The world of Mentari Family
Mentari Audience Profiles
![Page 13: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/13.jpg)
3-13
IM3 Audience Profiles
![Page 14: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/14.jpg)
1-14
StarOne Audience Profiles
![Page 15: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/15.jpg)
9-15
The Role of Brands
Identify the maker (punya indosat)
Simplify product handling (matrix/mentari/im3/star-
one)
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry (GSM/CDMA)
Serve as a competitive advantage (family/young)
Secure price premium
![Page 16: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/16.jpg)
9-16
![Page 17: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/17.jpg)
9-17
![Page 18: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/18.jpg)
9-18
Branding
Endowing products and serviceswith the power of a brand.
![Page 19: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/19.jpg)
9-19
![Page 20: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/20.jpg)
9-20
![Page 21: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/21.jpg)
9-21
Brand Equity
The differential effect that brandknowledge has on consumer
response to the marketing of that brand.
![Page 22: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/22.jpg)
9-22
![Page 23: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/23.jpg)
9-23
![Page 24: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/24.jpg)
9-24
Brand Associations Strong city ? Unique Favorable
Thoughts gift ? Feeling Perceptions Images Experiences Beliefs Attitudes
![Page 25: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/25.jpg)
9-25
![Page 26: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/26.jpg)
9-26
![Page 27: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/27.jpg)
9-27
Marketing Advantages of Strong Brands
Improved perceptions of product performance
Greater loyalty Less vulnerable to
competition Less vulnerable to crises Larger margins Inelastic consumer
response to price increases
Elastic consumer response to price decreases
Greater trade cooperation Increase in effectiveness
of IMC Licensing opportunities Brand extension
opportunities
![Page 28: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/28.jpg)
9-28
![Page 29: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/29.jpg)
9-29
![Page 30: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/30.jpg)
9-30
Brand Promise
The marketer’s vision of whatthe brand must be and do for
consumers.
![Page 31: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/31.jpg)
9-31
![Page 32: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/32.jpg)
9-32
![Page 33: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/33.jpg)
9-33
![Page 34: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/34.jpg)
9-34
Brand Equity Models BrandAssetValuator,
differentiation/Relevance/Esteem/Knowledge
AakerModel,loyalty/awareness/perceivequality/brand association/patent/trademark
BRANDZ,presence/relevance/performance/advantage/bonding
BrandResonance, salience/performance/imagery/judgment/feelings/resonance
![Page 35: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/35.jpg)
9-35
Drivers of Brand Equity
Brand elements, identities the brand, red?
Marketing activities, support mktg program, strong retail support K mart.
Meaning transference, linking it to some one / Paul Hogan - Subaru, XL -Luna Maya
![Page 36: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/36.jpg)
9-36
![Page 37: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/37.jpg)
9-37
![Page 38: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/38.jpg)
9-38
![Page 39: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/39.jpg)
9-39
![Page 40: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/40.jpg)
9-40
Brand Elements
Brand names
Slogans
Characters
Logos
Symbols
![Page 41: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/41.jpg)
9-41
![Page 42: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/42.jpg)
9-42
![Page 43: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/43.jpg)
9-43
![Page 44: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/44.jpg)
9-44
![Page 45: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/45.jpg)
9-45
![Page 46: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/46.jpg)
9-46
![Page 47: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/47.jpg)
9-47
Brand Element Choice Criteria
Memorable,easily recall
Meaningful,credible
Likeability, visualy/verbally
Transferable,
introduce new product : VW Touareg
Adaptable, 75 or 35 years
Protectible, legally protected
![Page 48: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/48.jpg)
9-48
![Page 49: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/49.jpg)
9-49
![Page 50: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/50.jpg)
9-50
![Page 51: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/51.jpg)
9-51
![Page 52: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/52.jpg)
9-52
![Page 53: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/53.jpg)
9-53
![Page 54: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/54.jpg)
9-54
Slogans Like a good neighbor, State Farm
is there
Just do it
Nothing runs like a Deere
Help is just around the corner
Save 15% or more in 15 minutes or less
We try harder
We’ll pick you up
Nextel – Done
Zoom Zoom
I’m lovin’ it
Innovation at work
This Bud’s for you
Always low prices
![Page 55: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/55.jpg)
9-55
![Page 56: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/56.jpg)
9-56
![Page 57: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/57.jpg)
9-57
Measuring Brand Equity
Brand audits, brand inventory/brand exploratory
Brand tracking, collect information from customers on a routine basis
Brand valuation, total financial value of the brand.
![Page 58: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/58.jpg)
9-58
![Page 59: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/59.jpg)
9-59
![Page 60: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/60.jpg)
9-60
![Page 61: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/61.jpg)
9-61
Interbrand’s Brand Equity Formula (Brand Worth) Brand earnings
Brand sales
Costs of sales
Marketing costs
Overhead expenses
Remuneration of capital charge
Taxation
Brand strength
Leadership (25%)
Stability (15%)
Market (10%)
Geographic spread (25%)
Trend (10%)
Support (10%)
Protection (5%)
![Page 62: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/62.jpg)
9-62
![Page 63: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/63.jpg)
9-63
![Page 64: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/64.jpg)
9-64
![Page 65: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/65.jpg)
9-65
Managing Brand Equity
Brand reinforcement, since 70 years ago are still today’s brand leaders
Brand revitalization, successfully turned arround to varying degree : competition/technology/consumer taste changes
Brand crises, in the crisis situation
![Page 66: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/66.jpg)
9-66
![Page 67: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/67.jpg)
9-67
![Page 68: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/68.jpg)
9-68
![Page 69: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/69.jpg)
9-69
Devising a Branding Strategy
Develop new brand elements for new product
Apply existing brand elements
Use a combination of old and new
![Page 70: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/70.jpg)
3-70
![Page 71: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/71.jpg)
9-71
![Page 72: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/72.jpg)
9-72
Branding Terms Brand line
Brand mix
Brand extension
Sub-brand
Parent brand
Family brand
Line extension
Category extension
Branded variants
Licensed product
Brand dilution
Brand portfolio
![Page 73: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/73.jpg)
9-73
![Page 74: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/74.jpg)
9-74
![Page 75: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/75.jpg)
9-75
Brand Naming
Individual names : Yoplait
Blanket family names : GE
Separate family names : Kenmore
Corporate name/individual name : Honda
![Page 76: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/76.jpg)
9-76
![Page 77: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/77.jpg)
9-77
![Page 78: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/78.jpg)
9-78
![Page 79: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/79.jpg)
9-79
![Page 80: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/80.jpg)
9-80
Brand Roles in a Brand Portfolio
Flankers / portfolio : P&G
Cash cows : Gillette
Low-end entry-level : BMW-3
High-end prestige : BMW - 7
![Page 81: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/81.jpg)
9-81
![Page 82: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/82.jpg)
9-82
![Page 83: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/83.jpg)
9-83
![Page 84: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/84.jpg)
9-84
![Page 85: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/85.jpg)
SUMMARY Brand Definition
Brand offer a number of benefits
Brand = uniquely attributable to a brand
Brand equity needs to be measured
Brand strategy : new/existing/combination
Brand portfolio : each brand name product must have a well defined positioning
9-85
![Page 86: Brand & packaging management](https://reader035.fdocuments.us/reader035/viewer/2022062404/55492f62b4c9059f4c8c0c0c/html5/thumbnails/86.jpg)
TUGAS UTK YG TDK IKUT QUIZ YL
Buatkan summary/intinya saja, apa yang telah dipelajari pada Mjmnt Marketing sebelum UTS?
Apa manfaat / kegunaan Presentasi Group Cases Mjmnt Mktg setiap Senin ?
Buat kesimpulan, apa key success factor/keberhasilan suatu perusahaan!
Dikumpulkan Minggu Depan Senin 18/5/09.9-86