2. Brand Marketing Program Pertemuan 10 Mata kuliah: J0802 - Produk dan Merk Tahun: 2010

3. Outline Kriteria Pemilihan Brand Elements Pilihan dan Taktik Brand Elements Perspektif Baru dalam Pemasaran Strategi Produk, Harga, dan Saluran

4. Brand Elements Brand names Slogans Characters URLs Logos Symbols

5. Brand Element Choice Criteria Memorable Meaningful Likeability Transferable Adaptable Protectible

6. Slogans Like a good neighbor, State Farm is there Just do it Nothing runs like a Deere Help is just around the corner Save 15% or more in 15 minutes or less We try harder We’ll pick you up Nextel – Done Zoom I’m lovin’ it Innovation at work This Bud’s for you Always low prices

7. Measuring Brand Equity Brand audits Brand tracking Brand valuation

8. Interbrand’s Brand Equity Formula Brand earnings Brand sales Costs of sales Marketing costs Overhead expenses Remuneration of capital charge Taxation Brand strength Leadership (25%) Stability (15%) Market (10%) Geographic spread (25%) Trend (10%) Support (10%) Protection (5%)

9. Managing Brand Equity Brand reinforcement Brand revitalization Brand crises

10. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and new

11. Branding Terms Brand line Brand mix Brand extension Sub-brand Parent brand Family brand Line extension Category extension Branded variants Licensed product Brand dilution Brand portfolio

12. Brand Naming Individual names Blanket family names Separate family names Corporate name/individual name combo

13. Brand Roles in a Brand Portfolio Flankers Cash cows Low-end entry-level High-end prestige

14. New Perspective on Marketing Digitalization and connectivity (through internet, intranet and mobile devices) Disintermediation and reintermediastion Customization and consumerization Industry convergence (through the bluring of industry boundaries)

15. Integrating Marketing Program and Activities Personalizing Marketing –Experienal marketing –One to one marketing Permission Marketing

16. Perceive Quality and Value Percieve quality  is customer’s perception to the overall uality or superiority of a product or service compared to alternatives and with respect to its intendeed purpose Qulitity dimensions : –Performance –Features –Conformance quality –Reliability –Durability –Serviceability –Style and Design

17. Value Chain Calue chain as a strategic tool for identifying ways to create more customer value Five primary activities : Inbound logistic Operations Outbond logistic Marketing and sales Service