Modul ke:
Strategi Brand Management Brand Leveraging
Fakultas
Komunikasi
Program Studi
Advertising & Marketing communication www.mercubuana.ac.id
Berliani Ardha, SE, M.Si Magnolias - Flowers of Divine Beauty, Life Force and Perfection
Definisi Brand Leveraging • Keller (2003b) defined leveraging process as linking the brand to some other entity that creates a new set of associations from the brand to the entity as well as affect existing brand associations
Definisi Brand Leveraging • Keller (2003b) mendefinisikan proses memanfaatkan sebagai menghubungkan merek untuk beberapa entitas lain yang menciptakan satu set baru asosiasi dari merek ke entitas serta mempengaruhi merek yang ada asosiasi. • Perusahaan menggunakan strategi yang berbeda dalam meningkatkan merek mereka yaitu melalui ekstensi baris, merek ekstensi, merek bahan dan co-branding, dll
Figure 2-9 Building Customer-Based Brand Equity BRAND BUILDING TOOLS AND OBJECTIVES
CONSUMER KNOWLEDGE EFFECTS
BRANDING BENEFITS
Choosing Brand Elements Brand name Logo Symbol Character Packaging Slogan
Memorability Meaningfulness Appeal Transferability Adaptability Protectability
Brand Awareness
Depth
Breadth
Recall Recognition
Purchase Consumption
Tangible and intangible benefits Value perceptions Integrate”push” and “pull” Mix and match options
Leverage of Secondary Associations Company Country of origin Channel of distribution Other brands Endorsor Event
Awareness Meaningfulness Transferability
Greater loyalty Less vulnerability to competitive marketing actions and crises Larger margins More elastic response to price decreases
Developing Marketing Programs Product Price Distribution channels Communications
Possible Outcomes
More inelastic response to price increases Brand Associations
Strong
Relevance Consistency
Favorable
Desirable Deliverable
Unique
Point-of-parity Point-of-difference
Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations
Leveraging Secondary Associations • Creation of new brand associations • Effects on existing brand knowledge • Awareness and knowledge of the entity • Meaningfulness of the knowledge of the entity • Transferability of the knowledge of the entity
Leveraging Secondary Associations • Brand associations may themselves be linked to other entities, creating secondary associations: – – – – – – – – –
Company (through branding strategies) Country of origin (through identification of product origin) Channels of distribution (through channels strategy) Other brands (through co-branding) Special case of co-branding is ingredient branding Characters (through licensing) Celebrity spokesperson (through endorsement advertising) Events (through sponsorship) Other third-party sources (through awards and reviews)
Leveraging Secondary Associations • These secondary associations may lead to a transfer of: – Response-type associations • Judgments (especially credibility) • Feelings
– Meaning-type associations • Product or service performance • Product or service imagery
Asosiasi Merk (Brand Association) • Merupakan Bagian dari sumber-sumber ekuitas merk, pengertian dari ekuitas merk adalah merk yang mempunyai ekuitas merk yang kuat merupakan merk yang mampu bertahan, bersaing dan menjadi penguasa di persaingan pasar yang ketat. Semakin kuat ekuitas suatu merek, semakin kuat pula daya tariknya di mata konsumen untuk mengkonsumsi merk tersebut secara setia serta membuat pihak perusahaan dapat memperoleh keuntungan yang terus menerus.
Asosiasi Merk (Brand Association) • Ekuitas merk yang kuat akan tercapai jika konsumen memiliki tingkat awareness dam familiarity yang tinggi dari suatu merk, dan juga memiliki asosiasi yang kuat, unik serta memiliki arti yang posistif bagi konsumen (Keller,2003).
Asosiasi Merk (Brand Association) • Ries dan Ries (1999) mengatakan bahwa asosiasi merek dibangun dalam jangka panjang. David (2000) mengatakan bahwa asosiasi merek merupakan bagian dari brand image, yaitu persepsi yang bertahan lama (enduring perception) yang dibentuk melalui pengalaman dan sifat relatif konsisten (schifman dan Kanuk,2000
DAFTAR PUSTAKA • Duncan, Tom.(2005) Advertising & IMC, 2nd Ed., McGraw-Hill • .Richarrd J. Semenik (2002), Promotion and Integrated Marketing Communications, SouthWestern,5101 Madison Road, Ohio • .Aaker A David. (1991). “Managing Brand Equity: Capitalizing on The Value of A Brand Name”. New York. The Free Press.
DAFTAR PUSTAKA • .Belch, E George., Belch, A Michael(2001). “Advertising and Promotion: An integrated Marketing Communications Perpective”. Fithh Edition. New york : McGraw-Hill • .Fombrun, Charles J “Reputation: Realizing Value from the Corporate Image. Harvard Business School Press. Boston, Massachusetss.1996
DAFTAR PUSTAKA • Gregory, James R. (1998). “Marketing Corporate Image : The Company as Your number one Product”, Second Edition. Illionis, USA NTC Business Books: NTC Contemporary Publishing Group. • .Keller, Kevin Lane (2003). “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”, Second Edition. Upper Saddle River, New Jersey. Pearson Education, Inc
DAFTAR PUSTAKA • Kitchen, Philip J., Don E. Schultz (2001). “Rasising The Corporate Umbrella : Corporate Communications in the 21st century”,.First Edition. PALGRAVE, Great Britain. • .Marconi, Joe.,”Image Marketing: Using Public Perception to Attain Bussines Objective”. American Marketing Association (AMA). Chicago, Illinois. 1996.
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