Branding & Positioning Additional contents

Additional Contents Branding Brand image Brand equity Brand Loyalty Enhancing brand Positioning Positioning types Brand perceptual Map

Why brand is important? Brand has power to create; Awareness in consumer mind that represent the differentiate of product, service and organization (Just like a trademark in consumer’s perception) Image of uniqueness and make distinguish from competitors Preference for your product/service Brand equity Brand loyalty Increase participation and market share Leads to increase revenue and satisfaction of stakeholder (Major objective of business)

Brand image A connection with the consumer minds of customers and others stakeholder that make the differentiate the brand and create competitive superiority (Keller & Lehman, 2006) Source: Keller, K. L, & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6),

Brand Equity: a measure of the total value of a brand. It is an intangible value that consumer give to the brand rather than from the product or services itself. Brand identity: the physical, outward manifestation or appearing of a brand

Brand equity: it value of having well know brand name that base on the well know brand can generate more money from the product that unknown-brand, as the consumer believe that a product with well known brand is better than less well-known brand

Brand Awareness: related to the strength of the brand in memory of consumer that be able to identify the logo, slogan, character, packaging or other brand element under the different conditions. It related to brand recognition and brand recall

Benefits of building brand  brand equity Awareness (Do they know of you?) Image (what do they think of you?) Preference (Do they want to buy your product?) Market share (How much do you own?) Loyalty (How committed are they to you?)

Brand Loyalty

Brand Loyalty: The degree to which a consumer consistently buy the same brand within a product class (repurchase same brands overtimes) (American Marketing Association, 2011)

Levels of Loyalty: Is consumer committed to brand? -Hard-core loyal  buy all the time -Split loyal  loyal for two or three brands -Shifting loyal  move from one brand to another -Switchers  no loyalty -Looking for bargain (Deal-prone) -Looking for something different (Vanity prone)

Types of traditional customer loyalty No loyalty Not loyal to any brand Usually small cohort Inertia loyalty Pattern spending and convenience Very compelling and easy to disrupt E.G. Family buying the same brand of bread, however, if brand is not available and new brand exist instead, the consumer may easy to switch and loyal to another brand Latent loyalty Might not purchase often, but at time to purchase they will think about particular brand E.G. Toyota family, Ford Family Premium loyalty Customers who purchase often from a brand

How to enhance the brand? Broadening distribution Brand extensions/flanker brand Co branding Ingredient branding

Ingredient branding: marketing strategy that ingredient of a product/service is pulled into the spotlight with one finished product e.g. intel inside in computer Asus, Android in Samsung

Positioning

Positioning types Category positioning Pre-emptive positioning Unique product positioning Image positioning Benefit positioning

Brand perceptual map Diagram that show the positioning of product/service that compare with competitor in perceptions of customer, potential customer or company Positioning strategies Positioning by; Attribute of product (associate the product with specific attribute(s) Price and quality Respect to a competitor/ product class

Brand perceptual map