1.1 Brand Management Prof Agus W. Soehadi PhD

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Presentation transcript:

1.1 Brand Management Prof Agus W. Soehadi PhD

1.2 Ponds

Why brand is so important?

A product is something that is made in a factory; a BRAND is something that is bought by a customer Stephen King WPP Group, London A product can be copied by a competitor; a BRAND is unique A product can be quickly outdated; a successful BRAND is timeless

1.5

1.6

1.7

What is a brand?

For the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

1.10

Benefit of a strong brand

Soutwest Airline

Black Berry

Mercedez

Yamaha

Top Ten Global Brands Brand 2006 ($Billion) 2005 ($ Billion) 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Toyota 8. Disney 9. McDonald’s 10. Mercedes-Benz

Building a strong brand

Strong Brand Attract New Customers Retain Customers BRAND DEVELOPMENT Total population Knows the brand Emotional benefits Perceives high brand quality Awareness Aspirational Attribute Attract New Customers (Utilization) Relationship with the brand Relationship among the customers toward the brand Certain choices of the brand Customers represent the brand Relationship Community Conviction Ambassador Retain Customers (Conviction) Utilization Uses the brand Experience Emotional beliefs and values

Dove

Summary 1.The importance of the brand 2.9 benefits of a Strong Brand 3.Building a Strong Brand