2. Bina Nusantara Learning Outcome Students can show components forming emotional branding

3. Bina Nusantara Material Outline Brand extension strategy Co-branding 10 commandments of emotional branding A sense of strategy

4. Bina Nusantara Brand Extension The Range Brand Scope: –The purpose is to develop a vision of the ultimate identity that the brand will possess, and –The product lines that the brand will support –When selecting business areas, a firm needs to assess its ability to make the product, –The intensity of competition, price pressures and market trends –The brand identity needs to provide a value proposition or basis for relationship in the product class being considered –The product needs to fit and reinforce the identity

5. Bina Nusantara Brand Extension Product Line Identities –Brand will be applied to several product lines –Each product line will have its own product line identity –To compete in a product class setting will require additional associations –Ex. Calvin Klein, Kraft, Honda, Toyota Dynamic Vision: –What is the ultimate brand identity? –How should the brand evolve toward the identity?

6. Bina Nusantara Co-branding A brand can also be leveraged by entering another product class, not by a brand extension, but by co- branding. Composite brands: –A bundling of two brands to provide an enhanced consumer benefit or reduced cost. –Ex. MasterCard, SonyEricsson Challenges in doing cobranding: –Finding the right fit –Solving the implementation problems of two organization –Different system and cultures

7. Bina Nusantara 10 Commandments of Emotional Branding From consumers to people: consumers buy, people live. From product to experience: product fulfills needs, experience fulfills desires. Capturing consumer’s imagination From honesty to trust: honesty is expected. Trust is engaging and intimate. It needs to be earned. From quality to preference: quality for the right price is a given today, preference creates the sale. Preference toward a brand is the real connection with consumers From notoriety to aspiration:

8. Bina Nusantara 10 Commandments of Emotional Branding From identity to personality: identity is recognition. Personality is about character and charisma. Brand personality has a charismatic character that provokes an emotional response. From function to feel: the functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences. From ubiquity to presence: emotional presence is felt. Brand presence can have quite an impact on the consumer. From communication to dialogue: communication is telling, dialogue is sharing. From service to relationship: service is selling. Relationship is acknowledgement.

9. Bina Nusantara A Sense of Strategy Sensory appeals can create that consumer preference that distinguishes a brand amidst a sea of competing commodities In the experiential view, the consequences of consumption appear in the fun that a consumer derives from a product Every product has symbolic qualities, many of which are conveyed through sensory associations To select appropriate symbols, marketers must be aware of the current trends and fads of their target market

10. Bina Nusantara A Sense of Strategy Sensory elements can provide a fertile and imaginative shopping experience for consumers The stream of associations that occur during consumption (imagery, daydreams, emotions) are equally important aspects of consumer behavior

11. Bina Nusantara Conclusions: The purpose is to develop a vision of the ultimate identity that the brand will possess, and The product lines that the brand will support When selecting business areas, a firm needs to assess its ability to make the product Brand will be applied to several product lines Each product line will have its own product line identity To compete in a product class setting will require additional associations