INTRODUCTION TO BRANDING

A. INTRODUCTION TO BRANDING

1. Basic of Branding
Why do we need a ‘brand’? meaning (brand) experience

B. BRAND EQUITY MODEL

Marketing terms that describes a brand value. That value is determined by consumers perception of
and experiences with the brand.

If people think highly about the brand, it has a positive brand equity.

Elemen Brand Equity:

a. Brand awareness
Do they know your brand?
b. Brand association
What words that come into your mind when you hear the brabd?
c. Perceived quality
Do they satisfied with the experiences we give them?
d. Brand loyalty
Do they want to repurchase and told about us to their friends?
e. Brand asset
Are they able to distinguish us compared to others?
Elemen-elemen yang dimiliki brand, meliputi:
a) Color assets: single color, combinations, color and design.
b) Word assets: taglines, fonts, words.
c) Story assets: style, components, moments.
d) Human face assets: spokespeople, celebrity, characters.
e) Music assets: background instrumental, jingles, popular songs.
f) Shape assets: symbolic images, pack shapes, logos.
g) Sound assets: non-vocal, vocal, styles.

C. GROWING BRAND AND BUILD A POSITIONING

How brands help business grow?

1. Physical Availability
Can I easily find your products/services in the market?
Ketersediaan produk.
2. Mental Availability
Can I remember you when I want to buy/download?
Sebuah brand mudah diingat.
We need to have a good brand story and appeal emotionally to our target audiences.

Fads Lovemarks

RESPECT

L
Commodity O Trademark
V
E

1. Fads
Produk yg sedang naik daun. Contoh: Makanan viral tiktok
2. Lovemarks
3. Commodity
Perang harga
4. Trademark
 SOCIAL MEDIA MARKETING

Introduction to Social Media

The Benefits of Social Media

Main reason for using social media:

1. Keeping in touch with friends and family

2. Filling spare time
3. Seing what’s being talked about
4. Looking for things to do or buy
5. Finding content
6. Reading news stories
7. Finding products to purchase
8. Watching live streams
9. Finding like-minded people
10. Making new contacts
11. Shaing oppinions
12. Posting about your life
13. Activities for work
14. Avoiding missing out (FOMO)
15. Supporting good causes.

Benefits of Social Media:

1. Increase brand awareness

2. Humanize your brand
3. Stay top of mind
4. Customer and audience engagement
5. Keep an eye on the competition
6. Increase website traffic, sales, and leads

Social Media Characteristic

Most Used Social Media Platforms (Feb 2022):

1. WhatsApp
2. Instagram
3. Facebook
4. Tiktok
5. Telegram
6. Twitter
7. Facebook messenger
8. UNE
9. Pinterest
10. Kuaishou
11. LinkedIn
12. Snapchat
13. Discord
14. Skype
15. Likee