Successful BrandingManual Guide
Content:Content:1. Learning Framework2 I f i b d l2. Information about module3. Manual Instruction Guide for Self Learning4. Self Learning Materials : Reading 5. Action Learning Project Instruction6. Action Learning Project Form7. Sit‐in Information. S t o at o
Learning Framework:S fSuccessful Branding
16 Oct 2015TIM
E 18 August 2015
18 August –16 Oct 2015
1. Do Assignment & ALP2. Mentoring
1. ALP Submission DeadlineIT
Y
1. Attend Face to Face2. Do Pretest & Post Test
2. Final Examination
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• Manual Instruction Guide• Pretest & Post Test• Assignment Instruction &
• Assignment• Mentoring Log Book• Action Learning Project
• Assignment• Mentoring Log Book• Action Learning Project
3
TO form• ALP Instruction & form
(ALP) (ALP)
Information About the Module:
Successful Branding
Pelatihan Brand ini akan memandu Anda untuk mengentahui tentang pengetahuan dalam
membangun Brand yang kuat. Program yang sangat unik ini membahas secara detail tentang
ilmu Branding baik untuk korporasi maupun produk perusahaan.
Pembahasan meliputi teori dan konsep‐konsep utama dalam membangun brand. Topik
pembahasan antara lain : Why brands are important to customer & company What is Brandpembahasan antara lain : Why brands are important to customer & company, What is Brand,
Branding, Brand Equity, Brand Positioning, Brand Management. Selain itu akan dibahas
tentang Developing a Brand Strategy, Designing and Implementing Brand Marketing
Programs How to create and sustain a brand Untuk memperkuat pemahaman terhadapPrograms, How to create and sustain a brand. Untuk memperkuat pemahaman terhadap
pembahasan topik‐topik yang ada, dibahas juga contoh kasus brand perusahaan yang
menggambarkan bagaimana membangun merek yang sukses.
Dalam pelatihan ini akan disampaikan melalui materi presentasi, bacaan, dan materi video
pendukung lainnya. Pelatihan ini dipandu oleh mentor yang dapat memandu dalam proses
pembelajaran ini. Tentu saja Anda juga akan memiliki kesempatan untuk bertemu dan
membahas berbagai aspek isi program yang dikaitkan dengan situasi kenyataan industri
dengan mentor.
Target Participant :
BULC Managerg
This topic helps you :
1 D fi d l i h t b d i1. Define and explain what a brand is
2. Explain brand positioning
3. Gives examples of brand management
4. Use proven tools for assessing and developing your brand
5. Build a brand pyramid for you brand
Module Assessment Summary
Pre Test : 10%
Activity : 30%
Action Learning Project : 50%
Post Test : 10%Post Test : 10%
Kelulusan Module Minimal 80%
Module Outlines1 Determinants of Desired Brand Knowledge Structures1. Determinants of Desired Brand Knowledge Structures
2. Building Customer‐Based Brand Equity
3. Guideline for Building Brand Equity
4. Guideline for Measuring Brand Equity
5. Managing Customer‐Based Brand Equity
6. Guideline for Managing Brand Equityg g q y
Reading:Handed out :Handed out : • Keller, K.L. (1993) Conceptualizing, Measuring, and Managing Customer‐based Brand
Equity, Journal of Marketing, vol. 57, (January), pp. 1‐22. • Keller, K.L. (2000) The Brand Report Card, Harvard Business Review, January‐February,
pp. 147‐157. • Keller, K.L., B. Sternthal, and A. Tybout (2002) Three Questions You Need to Ask About
Your Brand, Harvard Business Review, September, pp. 80‐86. • Keller K L and S Sood (2003) Brand Equity Dilution MIT Sloan Management Review• Keller, K.L. and S. Sood (2003) Brand Equity Dilution, MIT Sloan Management Review,
Fall, pp. 12‐15
Books: • Aaker, D.A. (1996) Building Strong Brands, New York: Free Press. • Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand Name.
New York: Free Press. • Kapferer J N (1992) Strategic Brand Management: New Approaches to Creating andKapferer, J.N. (1992) Strategic Brand Management: New Approaches to Creating and
Evaluating Brand Equity, London: Kogan Page.
Compulsory Reading:
Academic Articles: • Hoyer, W.D. & Brown, S.P. (1990) Effects of Brand Awareness on Choice for a Common,
Repeat‐Purchase Product, Journal of Consumer Research, 17 (2) (September). 141‐148. p , f , ( ) ( p )• Krishnan, H.S. (1996) Characteristics of Memory Associations: A Consumer‐Based Brand
Equity Perspective, International Journal of Research in Marketing 13. 389‐405. • Fournier, S. (1998) Consumers and Their Brands: Developing Relationship Theory in
C R h J l f C R h 24 343 373Consumer Research, Journal of Consumer Research 24, 343‐373. • Dekimpe, M.G., Steenkamp, J‐B.E.M., Mellens, M. & Vanden Abeele, P. (1997) Decline
and Variability of Brand Loyalty, International Journal of Research in Marketing 14, 405‐420.
• Farquhar, P.H. (1989) Managing Brand Equity, Marketing Research 1 (September). 24‐33. • Holt, Douglas B. (2002), "Why Do Brands Cause Trouble? A Dialectical Theory of
Consumer Culture and Branding," Journal of Consumer Research, 29, June, 70‐90.
1. Manual Instructional Guide for Self LearningO
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Login menggunakan user name: Kode Dosen dan password binusmaya, g gg p y ,melalui aplikasi http://bcld.binus.edu/blended/
1. Manual Instructional Guide for Self LearningO
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Pilih My Workshop:Pilih My Workshop:
Successful Branding
1. Manual Instructional Guide for Self LearningO
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1. Manual Instructional Guide for Self LearningO
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Menu untuk men‐download file Training Manual Guidefile Training Manual Guide
Menu untuk mengaksesMenu untuk mengaksesModul Materi dan additional
references
1. Manual Instructional Guide for Self LearningO
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Materi Self Learning “Successful Branding”.
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LS 1. Self Learning Material : Reading2. Assignment Instruction & Form3 A ti L i P j t I t ti & FTO
Selamat datang, dalam aktivitas Self Learning “Successful Branding”. Sesi self learning ini terdiri dari 1module material sebagai berikut :
3. Action Learning Project Instruction & Form
1
learning ini terdiri dari 1 module material sebagai berikut :
Module Material Self Learning : Successful Branding
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LS 1. Self Learning Material : Reading2. Assignment Instruction & Form3 A ti L i P j t I t ti & FTO
3ACTION LEARNING PROJECT INSTRUCTION
3. Action Learning Project Instruction & Form
ACTION LEARNING PROJECT INSTRUCTION
Goal : To critically analyse and evaluate one organisation’s branding strategy and provide recommendations for improvement
S l b d d d f h iProduct Select a branded product of your choice. Using relevant branding theories and concepts critically analyse and evaluate the current branding strategy and practices being used by the marketing organisation for the brand. Then creatively apply key branding theories and concepts to make recommendations for improving the branding strategy and building brand equity.the branding strategy and building brand equity.
Format This is an individual assessment.
Criteria • demonstration of a comprehensive knowledge and clear understanding of key branding th i d ttheories and concepts
• thorough and critical analysis and evaluation of one marketing organisation’s current branding strategy and practice
• creative application of key branding theories and salient concepts for making feasible recommendations for improving the marketing organisation’s branding strategy and b ildi b d ibuilding brand equity
• demonstrated effective written report writing skills
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LS 1. Self Learning Material : Reading2. Assignment Instruction & Form3 A ti L i P j t I t ti & FTO
3ACTION LEARNING PROJECT FORM
3. Action Learning Project Instruction & Form
ACTION LEARNING PROJECT FORM
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LS 1. Self Learning Material : Reading2. Assignment Instruction & Form3 A ti L i P j t I t ti & FTO
3 ASSIGNMENT & ACTION LEARNING PROJECT SUBMISSION
3. Action Learning Project Instruction & Form
3 ASSIGNMENT & ACTION LEARNING PROJECT SUBMISSION
The output of Assignment & Action Learning Project are: 1 Mentoring Session Log1. Mentoring Session Log2. ALP Form
Please email those forms, To: Haris Suhendra ([email protected] & [email protected]) Cc: Van Henrikh ([email protected] ,Sunarsih ([email protected]), Robin Ginting ([email protected] )With subject : Successful Branding (Participant Name)With subject : Successful Branding (Participant Name)Deadline: 16 October 2015
Thank YouThank You