Branding Service Products and

Experiences
Brand is a strategic asset for companies
Tanpa memberikan nama produk yang
dimaksud akan menjadikan sebuah
produk atau jasa tidak akan efektive

Product Lines And Brands
Banyak organisasi jasa menawarkan lini produk
dibanding hanya menawarkan satu produk.





They may choose among 3 broad alternatives:
Single brand to cover all products and services
A separate, stand-alone brand for each offering
Some combination of these two extremes
Laundry
Laundry Jas
Laundy Karpet
Spectrum of Branding Alternatives
(Fig 4.18)
Source: derived from Aaker and Joachimsthaler
Branding can be used at both company
and product levels

Mudah dikenal
Merupakan hal yang
utama dalam
menjalankan bisnis
Menyatukan
pemahaman konsumen
Company
Membantu
perusahaan
mengkomunikasi
kan hubungan
manfaat dengan
konsep jasa yang
spesifik.
Product
Offering A Branded Experience (2)

Menawarkan 6 produk air travel yang berbeda
4 penawaran antar benua:
First (deluxe service)
Club World (business class)
World Traveller Plus (premier economy class)
World Traveller (economy class)

2 penawaran dalam benua eropa:
Club Europe (business class)
Euro-Traveller (economy class)

The brand promise or value proposition is not a
tag line, an icon, or a color or a graphic element,
although all of these may contribute. It is,
instead, the heart and soul of the brand.


Don Schultz