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• The brand is and has been defined in many different ways over the years, depending on
the perspective from which the brand is perceived.
• Often that depends on the academic background of the author/ originator of the
different definitions (Dinnie, 2009:9)
In most everyday use (for example, “which brand did you buy?”)• a brand is a named product or service.
In some contexts (for example, a designer wanted to make decision -- “which brand shall we use fo this new product clothing line?”) brands are trade marks.
In other contexts (for example, “how will this strengthen or weaken our brand?”), brand refers to customers’ and others’ beliefs and expectations about products and services sold under a specific trade mark or about the company which provides them;• the best term for this is “brand equity”. • (Rita and Simons, 2003:Xii)
Part of the confusion about brands is that the word is used in at least three separate
but interrelated senses:
What the meaning of the BRAND ?
Brand
Classical
Name, Logo, Sign, Symbol, design
tangible character (AMA)
Contemporary = Complexity
More than just a name – gut feelings, inside the
audiences mind (Aaker, Kapferer, Davis,neumeier
etc)
CLASSICAL CONTEMPORARY
• Brand defined by tangible characeter as a brand name and brand identity / brand elements
• Brand from consumers gut feeling / mental association
Classical Perspective
• Brand is :
• “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors.”
• (American Marketing Association. 2007)
Contemporary Perspective
Classical Perspective
Name, logo,
symbol, sign etc
Consumer/ target
audiences perception mental
association
Contemporary Perspective..(1)
a brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service’ (Keller, 1998).
These associations should be unique (exclusivity), strong (saliency) and positive
(desirable). (kapferer 2008:10)
CAR = Exclusive, fast = ferrari
CAR = Affordable price, good, easy to use, easy to buy, easy to re sell = Toyota
Contemporary Perspective..(2)
A brand is a perception resulting from experiences with, and information about, a
company or a line of products (Duncan, 2005).
Luxurious, quality, cozy = Underwear
• A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational (Neumeier. 2006:2)
• What is your gut feeling about the companies above?
• How did you arrive at those feelings?
Contemporary perspective..(3)
• It is much more than a logo,syimbol or a name.
• A brand represents the full ‘personality’ of the company and is the interface between a company and its audience.
• A brand may come into contact with its audience in various ways: from what we see and hear, through to our physical experiences with the brand and general feelings or perceptions we have about a company.
What exactly is a brand?
• A brand encapsulates both the tangible and the intangible and can be applied to almost anything :
a person (like David Beckham),
a product or business (Apple, Coca-Cola, Microsoft),
places
a country,
politics , or even a nebulous idea (George Bush’s ‘War on Terror’ or Britain’s short-lived ‘Cool Britannia’ in the 1990s).
What exactly is a brand?
• A brand is an intangible asset that resides in people’s hearts and minds.
• It’s defined by the expectations people have about tangible and intangible benefits that are developed over time by communications and, more importantly, by actions!
Brand
• A name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service
• It is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers
brand …
• To plan for one year, grow sales.
• To plan for three years, grow channel.
• To plan for decades, grow a brand.
Brand ≠ Product
• A product is any offering by a company to a market that serves to satisfy customer needs and wants.(kotler 2000:394)
• It can be an goods, services, idea, event, person, place, Hope, business or organization, Hope- responsibility act, experience or facility, time, information
Product MARKETING ENTITY
PRODUCT BRAND
A product is built in a “factory”.
A product is an “object”.
A product is “sold” by a merchant.
A product is easily “copied” by a competitor.
A product is “quickly outdated”.
A brand is built of trust and relationships
A brand is a personality.
A brand is “bought” by a customer.
A brand is unique.
A great brand is timeless.
PRODUCT VS BRAND
representation expectation
Brand name LogoTagline ColourSlogan
BRAND
The importance of Brand
Why brands are a big deal?
• Brands unlock profitability• Today’s marketplace is full of more products
than ever before, and, overwhelmed by the selection, people choose and pay premium prices only for products they’ve heard of, trust, and believe deliver higher value than the others.
• Brands prompt consumer selection• consumers can shop and buy without any
geographic limitation.
Why brands are a big deal?
• Brands build name awareness• good reason, new businesses and products
increasingly go by invented names instead of by known words.
• Brands increase the odds of business survival• Only those that ride into the market on the strength of
an established brand or those that are capable of building a brand name in a hurry can seize consumer awareness, understanding, and preference fast enough to survive.
Brand’s Function
Producers Consumers
Product differentiation higher differentitation = higher loyalty = higher mark-up = higherprofitability
unique company profile: differentiation on market
brand equity = nilai dari brand (nilai surplus dibandingkan dengan produk yang tidak di brand)
Company’s Asset
Easy to choose Trust = emotional Bonding Understanding of the quality
• Communication is the
of brand Management
Type of Brand (not mutually exclusive)
• Based on function or economic value of the Brand• Ex : Rinso – Detergent ; Honda Jazz = city car ; Yamaha Mio :
cheap motorcycle
functional brand,
• users/consumers can express themselves trough the brand• Ex : Lambourghini = exclusive-high class car ; Yamaha Byson :
manly
image brand
• mengajak konsumen untuk merasakan, mengalami apa yang ditawarkan oleh brand tersebut.
• Tentu saja suasana, penyajian dan sebagainya yang mendukung terciptanya suatu pengalaman yang dirasakan konsumen
• Ex : Disneyland ; Burj Al Arab ; Aple, McD, etc
experiential brand
BRAND APPROACH
Brand Management
Approach
(company / sender focus)
Economic approach
Identity approach
Human receiver focus
The consumer-based approach
The personality approach
The relational approach
Cultural context focus
Community approach
Cultural approach
7 Brand Approach (Helding et all,2009:3)
The economic approach:
the brand as part of the traditional marketing mix.
The identity approach:
the brand as linked to corporate identity.
The consumer-based approach:
the brand as linked to consumer associations.
The personality approach: the brand as a human-like character.
The relational approach:
the brand as a viable relationship partner.
The community approach:
the brand as the pivotal point of social interaction.
The cultural approach:
the brand as part of the broader cultural fabric.
BRANDING =
Process to build the Brand how to create gut
feelings in the mind of your target audiences
Branding
Creating Tangible / Legal
Aspects (classical perspective)
Creating the whole aspects to make the “brand”
is inside of consumer’s mind
• Branding means much more than just giving a brand name and signaling to the outside world that such a product or service has
been stamped with the mark and imprint of an organization. It requires a corporate long-term involvement, a high level of
resources and skills.
(Kapferer 2008:31)
branding : From Products to Brands
