1. BRAND
MANAGEMENT

2. BRAND Name, term, sign, design symbol, or the combination of them
that identify a product/service
of a company

3. BRAND IS IMPORTANT. WHY ? ? ? It makes emotion agreement
consistent and stable
It can penetrate each
culture and market
It can create the interaction
communication toward the consumer
Influential in forming customer behavior
It ease buying decision process by customer
The ability to grow as the
biggest asset of company

4. Framework for Brand Management
Market
Analysis
Consumer
Analysis
Company
Analysis
Market Truth
Consumer Truth
Product Truth
Market
Niches
Brand
Ideas
Brand Platform
Brand Architecture
Communication
(Marketing Mix )
Brand
Equity

5. BRAND EQUITY Definition :
A set of asset and liabilities linked to a brand, its name, symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers.

6. Other propriety brand asses
BRAND EQUITY CONCEPT
Perceived quality
Brand awareness
Brand association
Brand equity
(Name, Symbol)
Other propriety brand asses
Brand
loyalty
value to
customer
value to
company

7. ☻COMPETITIVE ADVANTAGE
VALUE TO
CUSTOMER
☻INTERPRETATION /
PROCESSING OF
INFORMATION
☻CONFIDENCE IN THE
PURCHASE DECISION
☻USE SATISFACTION
VALUE TO
COMPANY :
☻EFFICIENCY AND
EFFECTIVENESS OF
MARKETING PROGRAMS
☻BRAND LOYALTY
☻PRICES / MARGINS
☻BRAND EXTENSIONS
☻TRADE LEVERAGE
☻COMPETITIVE ADVANTAGE

8. BRAND
AWARENESS

9. The Awareness Pyramid
Brand Awareness :
The ability of potential buyer to recognize or recall that brand is a member of a certain product category

10. HOW BRAND AWARENESS WORKS TO HELP BRAND ?
Anchor to which other association
can be attached
Familiarity - Liking
Substance / Commitment
Brand to be considered

11. Involve a slogan or jingle Symbol exposure Publicity Event sponsorship
Be different & memorable
Involve a slogan or jingle
Symbol exposure
Publicity
Event sponsorship
Consider brand extensions
Using cues
Recall requires repetition
The recall bonus
HOW TO ACHIEVE AWARENESS ???

12. ANYTHING “LINKED” IN MEMORY TO A BRAND
ASSOCIATION
ANYTHING “LINKED” IN MEMORY TO A BRAND

13. WHAT IS THE VALUE OF BRAND ASSOCIATION ?
HELP PROCESS/RETRIEVE INFORMATION
DIFFERENTIATED
REASON TO BUY
WHAT IS THE VALUE OF BRAND ASSOCIATION ?
CREATE POSITIVE ATTITUDE / FEELINGS
BASIS FOR EXTENSIONS

14. ASSOCIATION THAT CONNECTED TO BRAND
INTANGIBLES
ATTRIBUTES
CUSTOMER
BENEFITS
PRODUCT
ATTRIBUTES
RELATIVE
PRICE
ASSOCIATION
THAT
CONNECTED TO
BRAND
COUNTRY/
GEOGRAPHIC
AREA
USE/
APPLICATION
USER /
CUSTOMER
COMPETITORS
CELEBRITY/
PERSON
PRODUCT
CLASS
LIFE STYLE
/ PERSONALITY

15. ASPECTS OF BRAND ASSOCIATION
CUSTOMER’S CONFIDENCE
TOWARD BRAND
BRAND
ABSTRACTNESS
CUSTOMER’S FAVORABLE
TOWARD BRAND

16. PERCEIVED
QUALITY

17. PERCEIVED QUALITY
CUSTOMER PERCEPTION OF THE OVERALL QUALITY OR SUPERIORITY PRODUCT OF A PRODUCT OR SERVICE WITH RESPECT TO ITS INTENDED PURPOSE, RELATIVE TO ALTERNATIVES

18. PERCEIVED QUALITY DIMENSION
PRODUCT
PERFORMANCE
FEATURES
CONFORMANCE
RELIABILITY
DURABILITY
SERVICEABILITY
FIT & FINISH
SERVICE
TANGIBLES
RELIABILITY
COMPETENCE
RESPONSIVENESS
EMPATHY

19. VALUE OF PERCEIVED QUALITY
REASON
TO BUY
CHANNEL
MEMBER
INTEREST
VALUE OF
PERCEIVED
QUALITY
DIFFERENTIATION
BRAND
EXTENSIONS
PREMIUM
PRICE

20. BRAND LOYALTY

21. BRAND LOYALTY A measure that could give description
about the possibility whether
the consumer will switch
to another brand, mainly when the brand
is changing (the price or
other attributes).

22. PROVIDE TIME TO RESPOND TO COMPETITIVE THREATS
TRADE
LEVERAGE
VALUE OF
BRAND
LOYALTY
ATTRACTING
NEW
CUSTOMER
REDUCED
MARKETING
COSTS
PROVIDE TIME TO RESPOND TO COMPETITIVE THREATS

23. BRAND LOYALTY PIRAMID

24. CREATING & MAINTAINING BRAND LOYALTY
TREAT THE CUSTOMER RIGHT
STAY CLOSE TO THE CUSTOMER
MEASURE/MANAGE CUSTOMER SATISFACTION
CREATE SWITCHING COSTS
PROVIDE EXTRAS
BRAND
LOYALTY