1. Welcome to

2. BRAND IS……… defined as a : “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors”

3. DEFINING THE BRAND Different Unique Meaningful Vision Value Trustworthy Innovative Promise

4. Benefits for the Company: Build loyalty Premium pricing Avoid price war Additional revenue Increased market share International expansion Barrier to entry Increased distribution Better shelf space Brand extensions Benefits for Customers: Lower perceived risk Reduced search costs Increased trust Increased commitment Status and prestige

5. BRAND MANAGEMENT Brand Identity Brand Positioning Brand Image Strategy Messaging Results Brand Strategist Marketing, PR, Product Customers & Potential customers

6. BRAND AS CORPORATE ARCHITECTURE CORPORATE BRAND UMBRELLA BRAND PRODUCT BRAND GUARANTEE OF THE PRODUCER THE IMAGE AND VALUES BENCHMARK TO COMPARE PRODUCT

7. 7500 Local Brands 140 Regional Strategic Brands 45 Worldwide Strategic Brands 10 Worldwide Corporate Brands Nestle’s Branding Tree

8. STRATEGIC BRAND ANALYSIS Customer Analysis Competitor AnalysisSelf Analysis Determine Segment and Target Market Brand Vision Brand Mission Brand Concept Brand IdentityBrand PromiseFunctionalEmotional Determine Brand ImageDetermine Brand Value Branded Customer Experience Determine Unique Experience Brand Communication PlanSales Proposition Determine Brand Implementation/ EXECUTION Brand Equity Budgeting Tracking

9. STRATEGIC MINDSET OF SEGMENTATION All consumers are NOT created equal

11. Demografi DIMENSI SEGMENTASI BehaviorGeografiPsikografis usia gender SES etnis pekerjaan pendidikan ukuran keluarga desa kota propinsi negara iklim kepribadian sikap gaya hidup hobi resiko brand loyalty usage level benefits sought Kebutuhan & Kemampuan Budaya & Adat istiadat Penampilan & Prestis Kesukaan & Kepuasan

12. BRAND SEGMENTATION IN ACTION

14. BRANDED CUSTOMER EXPERIENCE (BCE) Brand Essence Brand Promise Brand Experience What U communicate to the marketplace The Value U commit to deliver to Customers People Processes Products

16. BRAND COMMUNICATION IN ACTION

17. Brand Equity A brand is a promise made to its customers. Brand equity is the overall value of the brand

18. By : Diah, SE, MSi, CPBC, CPHR, CSRS, CPM (Asia)