Retail leverage Manufacturers sell their brands in many competing retail outlets, Recently, there has been

considerable growth in private label brands, whereby channel members such as retailers are able to sell products
using their own brand name or label. By doing so these retailers do not incur the large promotional cost normally
associated with manufacturers brands. Part of this cost saving is usually passed on to the consumer in the form of a
lower price. Private label brands mean that retailers have greater control over the supplier, since private labels have
become more powerful.
Produsen menjual merek mereka di banyak bersaing gerai ritel,n menghabiskan uang dalam jumlah besar
untuk mempromosikan mereka dan sering menjalankan iklan koperasi dengan pengecer sehingga biaya
dapat dibagi. Pertumbuhan yang cukup baru-baru ini, telah ada di label pribadi merek, dimana anggota
saluran seperti pengecer dapat menjual produk dengan menggunakan sendiri nama merek atau label.
Dengan demikian pengecer ini tidak dikenakan biaya promosi besar biasanya terkait dengan merek
produsen. Bagian dari penghematan biaya ini biasanya diteruskan ke konsumen dalam bentuk harga yang
lebih rendah. Merek private label berarti bahwa pengecer memiliki kontrol yang lebih besar lebih pemasok,
karena label pribadi telah menjadi lebih kuat
5.1.8 New product success Strategic Alternatives
Companies have two major alternatives when branding new products. The first is to launch
the new product under an existing parent brand. This alternative can reduce the consumers
perception of risk, helps gain distribution, increases the efficiency of promotional programs
and reduces the cost of marketing programs. Yet, the second alternative, developing a new
brand, may be the bigger opportunity in the long-run. Over extending a parent brand can
confuse consumers, dilute the meaning of the brand and can even hurt the image of the
parent brand. Virgin is a good example of a brand that has been extended in so many
directions (Airlines, Colas, Music Stores, Mobile Phones, etc.) that the brand meaning has
been significantly diluted. Sub-branding (also known as mixed branding) is a hybrid of the
two alternatives discussed above.. Subbranding can offer the benefits of leveraging a parent
brand while establishing a new brand that can provide much success over the long run.
Ada banyak faktor yang mempengaruhi keberhasilan produk baru. Perusahaan memiliki dua alternatif
utama ketika merek produk baru. Itu pertama adalah untuk meluncurkan produk baru di bawah merek
induk yang sudah ada. In alternatif dapat mengurangi persepsi konsumen dari risiko, membantu gain
distribusi, meningkatkan efisiensi program promosi dan mengurangi biaya program pemasaran. Namun,
alternatif kedua, mengembangkan baru, mungkin kesempatan yang lebih besar dalam jangka panjang.
Selama memperluas merek orangtua bisa membingungkan konsumen, encer makna merek dan bahkan
dapat merugikan citra merek induk. Virgin adalah contoh yang baik merek yang telah diperpanjang dalam
berbagai arah (Airlines, Colas, Toko Musik, Mobile Phones, dll) bahwa makna merek telah signifikan
diencerkan. Sub-branding (juga dikenal sebagai campuran branding) adalah hibrida dari dua alternatif yang
dibahas di atas Subbranding dapat menawarkan manfaat memanfaatkan sementara merek induk
membangun merek baru yang dapat memberikan banyak keberhasilan dalam jangka panjang.
5.2. Chapter SummaryThe success of a product, service, individual, business, organization, or even a city is
based on being perceived as unique. Look at any market leader and youll find they each own a place in the
consumers mind. Take Starbucks, for example. When people think of Starbucks, several images instantly come
to mind, whether youre a coffee drinker or not: designer coffee, expensive, yuppie, casual atmosphere, one on every
corner, green logo, etc. Its no accident that these images flood our mind so quickly. These are brand qualities
created by Starbucks to distinguish themselves from other coffee companies. Today, when people think coffee, they
often think Starbucks. Let me just run over the key points again.Branding is creating that individual niche in the
consumers psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable
identity
Keberhasilan produk, layanan, individu, bisnis, organisasi, atau bahkan kota didasarkan pada karena
dianggap sebagai unik. Lihatlah setiap pemimpin pasar dan Anda akan menemukan mereka masing-masing
memiliki tempat di konsumen pikiran Ambil Starbucks, misalnya. Ketika orang berpikir tentang
Starbucks, beberapa gambar langsung datang ke pikiran, apakah Anda seorang peminum kopi atau tidak:
desainer kopi, mahal, yuppie, suasana santai, satu di setiap sudut, logo hijau, dll ada kecelakaan yang
gambar-gambar ini membanjiri pikiran kita begitu cepat. Ini adalah kualitas merek yang diciptakan oleh
Starbucks untuk membedakan diri dari perusahaan kopi lain. Hari ini, ketika orang berpikir kopi, mereka
sering berpikir Starbucks. Branding adalah menciptakan individu yang niche dalam jiwa konsumen dan
memiliki saya t. Lebih dari sekedar pemasaran, branding adalah seluruh efek yang menciptakan kenangan

jati diri.
5.1.1 High brand equity The basis of brand equity lies in the relationship that develops
between a consumer and the company selling the products or services under the brand
name. A consumer who prefers a particular brand basically agrees to select that brand over
others based primarily on his or her perception of the brand and its value. Thus a well known
brand adds value to a product both from the customer perspective and from the companys.
Indeed brands may be the most valuable assets that a company has, a quick examination of
major international business balance sheets will show that their brand equity, usually shown
as intangible goodwill, is often over fifty percent of their asset value, and in some cases such
as Coca-Cola is over seventy percent of their asset value far in excess of their tangible
assets.
5.1.2 Increased product awareness Clearly it is crucial that potential customers should
be aware of a product, it is the first stage on their journey to buying it (see sequential
models in Chapter 6.4 Promotion). One of the key roles of advertising is to build that
awareness and an easily recognised brand makes that task much more achievable. Product
and packaging design play key roles here as well by making the product more visible and
reinforcing the brands values.
5.1.3. Premium pricing and reduced susceptibility to price wars
A good brand name helps a firm achieve a premium price for its products. Think of the
differences in the prices of trainers. The well known brands, e.g. Nike and Reebok, can
charge much more for their products than lesser known brands. It is not just a question of
having a well known name, the strength of the brand depends upon the values associated
with it in that particular market. Marks and Spencer is a well known brand but they cannot
get away with charging Nike prices for their trainers even if the quality is comparable.
Without a brand, a firm will have to settle for a commodity position in the market where low
prices alone drive sales. Some firms actively choose this position, e.g. the makers of generic
pharmaceuticals, but it does not sit well with the concept of marketing as a series of
complex management tasks leading
to greater future success for the organization. In very price conscious markets, e.g.
childrens shoes and clothing, or in economic downturns, marketers can come under great
pressure to compete on price but this might devalue their brand (assuming it already has a
reputation). Aaker (2002) argues that pressure to compete on prices can even undermine
attempts to build up a brand as one of the main impetuses for branding, i.e. the
differentiation from the competition that allows a firm to charge premium prices, is removed.
5.1.4. Competitive edge A branded product simplifies shopping by assisting with the
customers product adoption process. If the marketing communications have worked well,
then the potential customer will already have built up a set of associations with the brand,
short-circuiting a lot of the information searching that they might otherwise have to do. This
is good for customers as they save time and effort (this assumes that their image of the
brand is correct) and is certainly an advantage to the branded product as it is likely to be
preferred to other unknown, or less well thought of, products.
5.1.5 Building relationships The strength of the customers relationship with a brand is
central to that brands growth. The relationship is normally between the customer and the
brand, rather than between the customer and the brands owner who may even be a
company that the customer has never heard of. There are many big companies who own
many brands which do not bear their owners name. For example, Diageo is the owner of a
large number of drinks brands (Smirnoff, Baileys, Guinness, Johnny Walker, Captain Morgan)
and yet Ill have a Diageo please is never heard in bars. The importance of this brand
relationship has prompted companies to develop various relationship- building activities
which establish a two-way flow of communication with their customers and encourage them
to integrate brands into their lives. Examples of these activities include: club memberships,
loyalty card schemes, registration of warranties, other products such as T-shirts and bags
with the brand name and logo on and website activities. The number of brand communities

is increasing rapidly, thanks in part to the World Wide Web, and they form a significant part
of a growing number of peoples social lives. Muniz and OGuinn (2001) first coined the term
brand community and they defined it as; a specialized, non-geographically bound
community, based on a structured set of social relations among admirers of a brand. Brand
communities are characterised by a set of shared attitudes towards, and beliefs about, the
brand (shared consciousness), rituals and traditions connected with the brand and a sense
of moral guardianship for the brand. A brand that is well liked enough to inspire a
community to grow around it clearly has a number of loyal consumers and therefore this is
generally held to be a positive thing for the brand though members of brand communities
can be the brands greatest critics as well as its greatest fans. Brand communities can be
very possessive about the importance of understanding their views is illustrated by the
reaction of loyal customers to the introduction of a new recipe for Coca Cola. They boycotted
the product and sales slumped so badly that the original recipe had to be reinstated. New
Coke lasted about three months.
5.1.6. Repeat Purchases Most human beings instinctively avoid unnecessary risk. Buying
things represents at least a financial risk in that money may be wasted if the product is not
fit for purpose. There are other possible risks too for example: ego risk if the product is
unflattering (e.g. clothes) or ridiculed by others (e.g. an unpopular scent), or physical risk if
the product turns out to be unsafe (e.g. faulty machinery). A brand that has been bought
before and found to be satisfactory reduces these risks and so people are more likely to buy
that trusted brand again. A good experience of a brand results in a happy customer who
continues to purchase. Conversely, a bad experience can lead to an unhappy customer who
may very well reject future offerings bearing this brand, no matter how attractive the
offering appears to be. Worse still, they may tell their friends, family and acquaintances of
their bad experience, influencing them against the brand. Attraction and retention are the
key words when thinking about the development of a brand.
5.1.1 merek ekuitas Tinggi Dasar ekuitas merek terletak pada hubungan yang berkembang antara konsumen dan
perusahaan yang menjual produk atau jasa dengan merek. Seorang konsumen yang lebih suka merek tertentu pada
dasarnya setuju untuk memilih merek yang atas orang lain terutama didasarkan pada persepsi nya merek dan
nilainya. Jadi merek terkenal menambah nilai suatu produk baik dari perspektif pelanggan dan dari perusahaan.
Memang merek mungkin aset yang paling berharga yang dimiliki perusahaan, pemeriksaan cepat 'neraca bisnis
internasional akan menunjukkan bahwa ekuitas merek mereka, biasanya ditampilkan sebagai goodwill tidak
berwujud, seringkali lebih dari lima puluh persen dari nilai aset mereka, dan dalam beberapa kasus seperti CocaCola adalah lebih dari tujuh puluh persen dari nilai aset mereka - jauh melebihi asetnya.
5.1.2 Peningkatan kesadaran produk Jelas sangat penting bahwa pelanggan potensial harus menyadari produk, itu
adalah tahap pertama dalam perjalanan mereka membeli (lihat model sekuensial dalam Bab 6.4 Promosi). Salah satu
peran utama iklan adalah untuk membangun kesadaran itu dan merek mudah dikenali membuat tugas yang jauh
lebih terjangkau. Produk dan desain kemasan memainkan peran kunci di sini juga dengan membuat produk yang
lebih terlihat dan memperkuat nilai-nilai merek.
5.1.3. Harga premium dan mengurangi kerentanan terhadap perang harga
Sebuah merek yang baik membantu sebuah perusahaan mencapai harga premium untuk produk-produknya.
Pikirkan perbedaan harga pelatih. Merek terkenal, misalnya Nike dan Reebok, dapat mengisi lebih banyak untuk
produk mereka dari merek yang kurang dikenal. Ini bukan hanya masalah memiliki nama terkenal, kekuatan merek
tergantung pada nilai-nilai yang terkait dengannya dalam pasar tertentu. Marks and Spencer adalah merek terkenal
tetapi mereka tidak bisa lolos dengan pengisian harga Nike untuk pelatih mereka bahkan jika kualitasnya sebanding.
Tanpa merek, perusahaan akan harus puas dengan posisi komoditas di pasar di mana harga rendah saja penjualan
drive. Beberapa perusahaan secara aktif memilih posisi ini, mis pembuat obat-obatan generik, tetapi tidak duduk
dengan baik dengan konsep pemasaran sebagai serangkaian tugas manajemen yang kompleks terkemuka untuk
kesuksesan masa depan yang lebih besar bagi organisasi. Dalam sangat harga pasar sadar, misalnya sepatu dan
pakaian anak-anak, atau dalam kemerosotan ekonomi, pemasar dapat datang di bawah tekanan besar untuk bersaing
pada harga tetapi ini mungkin mendevaluasi merek mereka (dengan asumsi sudah memiliki reputasi). Aaker (2002)
berpendapat bahwa tekanan untuk bersaing pada harga bahkan bisa merusak upaya untuk membangun merek
sebagai salah satu impetuses utama untuk branding, yaitu diferensiasi dari persaingan yang memungkinkan
perusahaan untuk menetapkan harga premium, akan dihapus.

5.1.4. Keunggulan kompetitif Sebuah produk bermerek menyederhanakan belanja dengan membantu proses adopsi
produk pelanggan. Jika komunikasi pemasaran telah bekerja dengan baik, maka pelanggan potensial akan sudah
telah membangun satu set asosiasi dengan merek, hubungan arus pendek banyak informasi pencarian bahwa mereka
dinyatakan mungkin harus melakukan. Hal ini baik bagi pelanggan karena mereka menghemat waktu dan usaha (ini
mengasumsikan bahwa citra mereka merek benar) dan tentu saja keuntungan untuk produk bermerek karena
mungkin lebih suka produk yang tidak diketahui, atau kurang baik memikirkan, lainnya .
5.1.5 Membangun hubungan Kekuatan hubungan pelanggan dengan merek merupakan pusat pertumbuhan yang
merek. Hubungan biasanya antara pelanggan dan merek, bukan antara pelanggan dan pemilik merek yang bahkan
mungkin menjadi perusahaan bahwa pelanggan telah pernah mendengar tentang. Ada banyak perusahaan besar yang
memiliki banyak merek yang tidak menanggung nama pemilik mereka. Sebagai contoh, Diageo adalah pemilik
sejumlah besar minuman merek (Smirnoff, Bailey, Guinness, Johnny Walker, Kapten Morgan) namun 'Aku akan
memiliki Diageo silakan' tidak pernah terdengar di bar. Pentingnya hubungan merek ini telah mendorong perusahaan
untuk mengembangkan berbagai kegiatan pembangunan relationship- yang membentuk aliran dua arah komunikasi
dengan pelanggan mereka dan mendorong mereka untuk mengintegrasikan merek ke dalam kehidupan mereka.
Contoh kegiatan ini meliputi: keanggotaan klub, skema kartu loyalitas, pendaftaran jaminan, produk lain seperti Tshirt dan tas dengan nama merek dan logo dan kegiatan situs. Jumlah komunitas merek meningkat dengan cepat,
sebagian berkat World Wide Web, dan mereka membentuk bagian penting dari semakin banyak kehidupan sosial
masyarakat. Muniz dan O'Guinn (2001) pertama kali diciptakan komunitas merek jangka panjang dan mereka
didefinisikan sebagai; "A, komunitas non-geografis terikat khusus, didasarkan pada seperangkat terstruktur
hubungan sosial di antara pengagum merek." Komunitas merek ditandai dengan serangkaian sikap bersama
terhadap, dan keyakinan tentang, merek (kesadaran bersama), ritual dan tradisi yang berhubungan dengan merek dan
rasa perwalian moral bagi merek. Sebuah merek yang disukai cukup untuk menginspirasi masyarakat untuk tumbuh
di sekitarnya jelas memiliki sejumlah konsumen setia dan karena itu ini umumnya dianggap hal yang positif untuk
merek - meskipun anggota komunitas merek dapat kritikus terbesar merek juga sebagai fans terbesarnya. Komunitas
merek bisa sangat posesif tentang pentingnya memahami pandangan mereka diilustrasikan oleh reaksi pelanggan
setia pengenalan resep baru untuk Coca Cola. Mereka memboikot produk dan penjualan merosot begitu buruk
bahwa resep asli harus dipulihkan. New Coke berlangsung sekitar tiga bulan.
5.1.6. Ulangi Pembelian Kebanyakan manusia secara naluriah menghindari risiko yang tidak perlu. Membeli hal
mewakili setidaknya risiko keuangan uang yang mungkin sia-sia jika produk tidak sesuai dengan tujuan. Ada
kemungkinan resiko lain juga misalnya: risiko ego jika produk tidak menarik (misalnya pakaian) atau diejek oleh
orang lain (misalnya aroma tidak populer), atau risiko fisik jika produk ternyata tidak aman (misalnya mesin rusak).
Sebuah merek yang telah dibeli sebelumnya dan menemukan memuaskan mengurangi risiko ini dan sehingga orang
lebih cenderung untuk membeli merek terpercaya lagi. Sebuah pengalaman yang baik dari sebuah merek
menghasilkan pelanggan senang yang terus membeli. Sebaliknya, pengalaman buruk dapat menyebabkan pelanggan
tidak bahagia yang mungkin sangat baik menolak penawaran masa depan bantalan merek ini, tidak peduli seberapa
menarik persembahan tampaknya. Lebih buruk lagi, mereka mungkin mengatakan kepada teman-teman mereka,
keluarga dan kenalan pengalaman buruk mereka, mempengaruhi mereka terhadap merek. Tarik dan retensi adalah
kata-kata kunci ketika berpikir tentang pengembangan merek.
Here are a few benefits of branding your business:

A successful brand will create customer loyalty, and will constantly build awareness
even when you are not engaged in an active marketing campaign. Consider your brand a
marketing campaign that never ends.

Your brand image will show your clients and customers that you care enough to put
forward a professional image, and have the diligence and creativity to present what makes
you unique in your market.

Both new and established customers will place increased trust in your business.

Your branding lets customers visualize your services and offerings. It's always good to
put a 'face to the name,' so let your branding be the 'face' that your customers see.

Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

Get a great logo. Place it everywhere.

Write down your brand messaging. What are the key messages you want to communicate
about your brand? Every employee should be aware of your brand attributes.
Integrate your brand. Branding extends to every aspect of your business--how you answer your
phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
Create a "voice" for your company that reflects your brand. This voice should be applied to
all written communication and incorporated in the visual imagery of all materials, online and off. Is your
brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
Develop a tagline. Write a memorable, meaningful and concise statement that captures the
essence of your brand.
Design templates and create brand standards for your marketing materials. Use the same
color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.

The case for branding of social products

Branding differentiates products and makes the product easily identifiable.
Branding allows users to form an opinion and a preference for the product.
A brand creates real value in the eyes of industry partners, and perceived value in
the eyes of product users.
Branding creates intellectual property (trademarks) that can increase the
value(value
of the product to commercial partners, and allow the PDP to retain control of how
the product is costed and utilized.

products

Brand Equity contributes to product value:Awareness the strength of a brandthe

brands presence in the targetin targets minds mind ,Perceived quality associated
with a brand in the mind of the target consumerthe consumer, Brand loyalty repeat
behavior determines longrepeat long-term success ,Brand associations emotional bonds
that tie the brand to the targetthe targets self image.

Brand Equity,Brand equity can be defined as the marketing and financial

values linked with a brands strength in the market,including actual
proprietary brand assets, brand name awareness, brand loyalty, perceived
brand quality, and brand associations (Pride & Ferrell, 2003, p. 299).Brand
Awareness Brand awareness is a key and essential element of brand equity
which is often overlooked (Aaker, 1996), and it is a prevalent selecting factor
among customers (Cobb-Walgren et al., 1995). Aaker (1996) defines brand
awareness as the durability of a brand that embedded in the customer
memory. Brand Association Aaker (1991) believes that brand association
and brand equity are strongly interrelated to each other because brand
association enhances the memorable of a particular brand. According to
Keller (1998), brand association can be created via the association with

attitudes, attributes and benefits respectively. Brand Loyalty Aaker (1991)

defines brand loyalty as symbolizes a constructive mind set toward brand
that leading to constant purchasing of the brand over time. Aaker (1991) also
argues that brand loyalty is an essential element when it comes to evaluate
a brand in terms of value because loyalty can generate profit. Brand Image
Brand image could be defined as a brand that is brought to the consumers
mind by the brand association (Keller, 1993). Brand image can be also
defined as consumers thoughts and feelings about the brand (Roy and
Banerjee, 2007). Aaker (1991) asserts that brand image could be a set of
association which is significant to the consumers.Perceived Quality
According to Aaker (1996), one of the main elements of brand equity is
perceived quality and perceived quality itself is an essential part of study in
evaluating brand equity. According to Aaker (1991, p. 85-86), perceived
quality can be defined as the overall perception of customers about brilliance
and quality of products or services incomparing with the rivalry offering.
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