BRAND

EQUITY
Created For:

HILMI HIKMAT
Created by: Riski Ramdani, S.I.Kom
RISKI RAMDANI, S.I.KOM
Bandung, 10 Oktober 1985 (37 Years)

Education Background
Ingin dunia dengan ilmu, ingin akhirat pun dengan ilmu

1991 - 1994 2000 - 2003

SDN Bongas, Bantarkalong – Pamijahan, SMAN 24 Bandung
Tasikmalaya

1995 - 1997 2003 - 2007

SDN Pasirkaliki 96, Kota Bandung S1 Jurnalistik FIKOM UNPAD

1997 - 2000 2008 - 2010

SLTPN 1 Bandung D3 Computer Engineering, Telkom Polytechnic
RISKI RAMDANI, S.I.KOM
Bandung, 10 Oktober 1985 (37 Years)
Experiences
Do what you love, love what you do!
2004 - 2008
Radio Broadcaster at 97,6 FM PRO 3 RRI
Bandung
2008 - 2010
Radio Broadcaster at 107,1 K-Lite FM Bandung
2010 - 2011
ERP Consultant for SAP MM module at PT.
Krakatau Steel (PT. Krakatau Information
Technology), Cilegon – Banten
2011 - 2013
Account Manager at PT. IRIS Sistem Inforindo
(Kalbe Farma Group), Jakarta
2013 - 2014
Business Development Manager in PT. Walden
Global Services, Bandung, Prov. West Java
2014 - 2015
Markting Manager, PT. Sherish Information
Technology, Bandung – ERP Implementator
Company
2015 – 2017
Marketing Manager, CV. Solusindo Information
Technolgy, Bandung – Software Engineering
Company
RISKI RAMDANI, S.I.KOM
Bandung, 10 Oktober 1985 (37 Years)

Experiences
Do what you love, love what you do!

2016 - 2020
Business Owner, PT. Sima Soareka Indonesia,
Bandung – Software Engineering Company

2016 - 2020
Business Owner, PT. Dunia Muslim Indonesia,
Bandung – Provider Visa and Travel Umrah

2020 - 2022
1. Director, PT. Dholisticcare Niaga Indonesia,
Bandung – Distribution Company
2. Director, PT. Precize Digital Anugrah
RISKI RAMDANI, S.I.KOM
Bandung, 10 Oktober 1985 (37 Years)

Skills
Stay Foolish, Stay Hungry!

§ Business Development & Business Plan § Human Resource Management (HRM)

Creation
§ Customer Relationship Management (CRM)
§ Sales & Marketing Strategy
§ Retail Management System (RMS)
§ Finance & Accounting
§ Kanban Management
§ Project Management (PM)
§ Inventory Management
§ Business Process Management (BPM)
§ Manufacturing System
§ Software Engineering/Pemrograman
§ Procurement Management
§ Audit Management System (AMS)
§ Branding
§ Transportation Management System (TMS)
§ Digital Marketing
§ Enterprise Resource Planning (ERP)
§ Public Speaking
§ Enterprise Asset Management (EAM)
§ Broadcasting
MY VALUES
My values is driven and differentiated by
Transformational Thinking, viewing every
development as an opportunity to transform
its potential, in terms of function,
practicality, effectiveness, perception and/or
value.

Respect &
Integrity
Teamwork

Innovation Courage
What is Brand Equity?
Brand equity is a marketing term that describes a
brand’s value. That value is determined by
consumer perception of and experiences with the
brand. If people think highly of a brand, it has
positive brand equity. When a brand consistently
under-delivers and disappoints to the point where
people recommend that others avoid it, it has
negative brand equity.

Brand equity is the extra value a company gets

from a product with a recognizable name, as
opposed to a generic equivalent.
Elements & Components of Brand Equity
Elements & Components of Brand Equity

1. Brand Awareness

6.Brand Loyalty 2. Brand Association

Brand
Equity

5. Brand Preference 3. Brand Quality

4.Brand Experience
Components of Brand Equity
Brand Equity

Brand Awareness Brand Associations

Brand
Brand Loyalty Perceived Quality
Equity

Brand Preference Brand Experience

Components of Brand Equity
Brand equity consists of five different components:

Brand Represents a favorable attitude toward a brand resulting in the

1 Loyalty
consistent purchase of the brand over time prompted by a strong
internal disposition. It represents a future revenue stream.

Brand Is the ability of a potential buyer to recognize or recall that a brand is a

2 Awareness member of a certain product category.

Components of Perceived Can be defined as the customer’s perception of the overall quality or

Brand Equity
3 Quality
superiority of a product or service relative to alternatives. Perceived
quality is customer-based.

Is any mental linkage to the brand. An association can affect the

Brand processing and recall of information, provide a point of differentiation,
4 Association provide a reason to buy, create positive attitudes and feelings, and
serve as the basis of extensions.

Brand Is a type of experiential marketing strategy that includes a holistic set

5 Experience
of conditions created by a company that is used to influence the
feeling of the consumer towards its brand.
Components of Brand Equity
Components of Brand Equity

Consumer What consumers believe a brand

Perception represents

Brand
Equity
What a brand’s reputation is Positive/ Resulting What return a brand generates for
viewed to be Negative Effects Value the business as a whole
Brand Equity Model (Keller)
Brand Equity Model (Keller)

Loyalty
Attachment
Community
Brand
Engagement
Resonance

Warmth, fun
Quality
Excitement
Credibility Customer Customer
Security
Consideration Judgments Feelings Social Approval
Superiority
Self-respect
Users profiles
Primary characteristics and Purchase and usage
secondary Features Brand Brand Situations
Product reliability Performance Imagery Personality and values
Durability & serviceability History, heritage and
Service effectiveness experience
Efficiency and empathy
Style and design
Price Category identification
Brand Salience needs satisfied
Keller's Brand Equity Model
The pyramid model of customer-based brand equity - Brand Resonance Pyramid
Stages of Brand Development Branding Objectives at Each Stage

4. Relationships= Intense,
What about you and me? Customer active loyalty
Resonance

3. Response= Customer Customer Positive, accessible

What about you? Judgments Feelings reactions

2. Meaning= Brand Brand Points-of-parity &

What are you? Performance Imagery difference

1. Identity= Deep, broad brand

Who are you?
Brand Salience awareness
Brand Equity Model (Keller)
Keller’s Customer-based Brand Equity Pyramid
E+A=B Brand Measures Brand Objectives

4. Relationships= Intense,
Brand What about you and me? active loyalty

rs
vio
Resonance
ha
Be

Consumer Consumer 3. Response= Positive, accessible

Judgments Feelings What about you? reactions
s
de
titu
At

Brand Brand 2. Meaning= Points-of-parity &

Performance Imagery What are you? difference
e
nc

1. Identity= Deep, broad brand

rie

Brand Salience Who are you? awareness

pe
Ex

Rational Emotional
Aaker’s Brand Equity Framework
Aaker’s Customer-Based Brand Equity Framework

• Reduced Marketing costs

• Trade leverage
Brand Loyalty • Bringing new customers
Provides value to customer by
• Time to respond to competitive threats
enhancing customer’s”
• Interpretation/processing of
• Association anchors information
• Familiarity-liking
Brand Awareness • Signal or substance/commitment
• Confidence in the purchase
decision
• Consumer’s consideration
• Use satisfaction
• Reasons to buy
• Brand differentiate/position
Brand
Perceived Quality • Price
Equity • Wide availability
• Number of extensions Provides value to company by
enhancing:
• Efficiency and effectiveness
• Help process/retrieve info
Brand Associations • Differentiate/position
of marketing programs
• Brand loyalty
• Reason to buy
• Prices/margins
• Create positive attitude/feelings
• Number of extensions • Brand extensions
• Trade leverage
Brand Assets • Competitive advantage
• Competitive advantage
Duffy Brand Equity Cycle
Inertia
Duffy Brand Equity Cycle

Awareness
Advocacy Advertising (paid), organic search,
Associations, platforms & social Tell organic mention
currency “I see you.”
Advocacy
“ I want to let others know about you.” Loop
Innovation Understanding
Buy Category, name & profile
“I understand what you offer and how it
Loyalty
relates to my needs and my product
QC, value reinforcement categories.”
“ I want to stay with you.”

Retention Acquisition
Interest
Value proposition & position
Affinity “ Your offer is believable and different
Brand values & cause from other options that are available to
“ you reflect the beliefs, values and me.”
convictions that I stand for.”
Trust
Brand story, recommendation &
Belief familiarity
Key claims & support “ I trust you enough to give you the
“ Wow, its everything you said it was.” benefits of the doubt.”
Trail
Price & place
“ I’ll try your product.”
Brand Equity & Brand Identity
Brand Equity & Brand Identity

Brand Brand
Loyalty Name

Brand
Logo
Awareness

Perceived Brand Brand Packaging

Quality Equity Identity Shape

Brand Packaging
Associations Graphics

Product
Brand Assets
Description
Brand Equity Vs Brand Value
Brand Equity Vs Brand Value

Brand Equity Brand Value

Meaning

Brand Equity is the worth of the brand that a firm earns through Brand Value is the economic worth of the brand, wherein the
consumer consciousness of the brand name of the specific product, customers are readily willing to pay more for a brand, to get the
instead of the product itself. product.

What is it?

Attitude and Willingness of the consumer towards the brand. The net present value of forecasted cash flows

Derived from
Quality, Channel relationships, Availability, Price and Performance,
Customers.
Advertising, etc.

Indicates

Success of the brand. Total financial value of the brand.

Creating Brand Insistence
Awareness
Brand Equity
The cornerstone of strong brand
Are your target customers and key stakeholders
aware of your brand?
Is it the first one that comes to their minds?

Relevant Differentiation
01 The leading-edge indicator of
Emotional Connection future market share and
Dose your brand connect with profitability
people on an emotional level? 05 02 Is your brand unique or different in
The 5 customer-relevant, customer-
Drivers compelling ways

04 03

Accessibility Value
Do customer and potential customers Does your brand deliver a good value
perceive your brand to be convenient? for the price?
Steps to Calculate & Measure Brand Equity
Brand Equity can be measured on the basis of three important parameters which are:

2.Financial Metrics:
Financial factors like revenue, profits, cost of new
acquisition, growth, market share, etc. help in
measuring brand equity.

1.Consumer Metrics: 3.Strength Metrics:

This measure of brand equity focuses on evaluating The strength of the brand in terms of brand recall,
brands & products on the basis of factors like customer brand awareness, brand loyalty, etc. are used in the
perception, attitude, belief, brand association, etc. measurement of brand equity.
Brand Equity Metrics
Brand Equity Metrics

Brand Brand Experience

Brand Image
Awareness & Usage

Recall Brands purchase Brands attributes

Recognition Purchase frequency and amount Brand benefits

Total spending Brand Attitudes

Future purchase intent Strength

Brand change likelihood Favorability

Customer satisfaction & loyalty Uniqueness

How to Build Brand Equity?
How to build brand equity?

02. Build brand awareness 04. Build a relationship with

The next step is building awareness your customers and clients
around your brand and what you offer. A growing relationship is powerful in
These include Your logo, Your terms because it leads to repeat
website, Your blog, Social media, Your purchases and a sense of loyalty to
service or product. you.

01. Develop a strong brand story and brand 03. Communicate with your
personality customers and clients
It’s important to first develop a brand story and brand An accurate way to understand your
personality. These elements are apart of your brand kit true brand equity is to open the lines of
and will help you when making marketing and strategy communication with your customers
decisions in the future. and clients.
How Brand Equity Develops
How Brand Equity Develops

02. Recognition 04. Preference

Customers become familiar with When the consumer has a good
the brand and recognize it in a experience with the brand, it
store or elsewhere. becomes the preferred choice.

05. Loyalty
After a series of good brand
01. Awareness 03. Trial experiences, users not only
The brand is introduced to its target audience Now that they recognize the brand recommend it to others, it
– often with advertising – in a way that gets it and know what it is or stands for, becomes the only one they will
noticed. they try it. buy and use in that category.
Importance of Brand Equity
Importance of Brand Equity

Lead To Easy Extensions In Your Product Or

Lead To An Increase In Market Share
Services

A positive experience from the consumer allows your If you’re known for creating one thing really well, it’s
business to increase its market share (the portion of easier to gain the trust of your customers should you
a market controlled by a particular company or choose to increase your service or product offering.
product.)
Importance of Brand Equity
Importance of Brand Equity

1. Information 2. Customer
Processing Confidence

8. Leverage 3. Customer
Distribution Satisfaction

Importance of
Brand Equity

7. Market Share 4. Marketing

Brand Extension Programs

6. Price 5. Customer
Premium Loyalty
15 Tips on Managing Brand Equity
Brand Equity

01 Build amazing Value in your offerings 08 Customer involvement – By using emotions

09 Being Proactive
02 Continuous Differentiation

10 Reactions are important too

03 Maintaining the brand image

11 Focus
04 Continuous Expansion
12 Consistency

05 Building Brand awareness

13 Understanding Trends and Preferences

06 Brand recall
14 Understanding Consumer psyche

07 Managing Social Media 15 Think long term