Branding Management

How to Elevate Your Marketing

Strategy

What is a brand?
A brand is a name, tagline, sign, symbol,
design or a combination of the above to
identify the goods or service of a seller and
differentiate / positioning it from the rest
of the competitors

When you cannot do this

Your product is a
commodity

1. Identity
Brand identity is a unique set of brand
associations that the brand strategist aspires
to create or maintain. These associations
represent what the brand stands for and imply
a promise to customers from the organization
members.*

2. Positioning
Creating a unique and distinctive image
for a brand relative to the competition
Brand should be perceived as different
from competitors by consumers

FOCUS OF POSITIONING
Attributes and benefits of the product
Competition
Product user
Product use or application
Product class
Cultural symbols

Positioning Steps

3. Competition
Building strong brands require a keen
understanding of competition.
Effective marketing strategies involve
studying competitors and competitive
forces.

Know the neighbor.

Marketers need to
identify competitors' strategies,
objectives, strengths and
weaknesses.

Know who you are?

Branding Steps

A New Age of Branding

CSR Activities

Media Publications

The Power Of Media

Bring a new perspective to public
VS

 As Endorser to support your business

Ex : Governments policy on property

Strengthened your brand

Ex :

How to Use Press?

Media Engagement
Building a good and strong relationship with
journalist is the key.
Composed a strong message through
press release

Social Media Era

36% of all social media users have posted about a brand or product at
some point of time
61% of all social media users are willing to give feedback about brands
on social networks
42% of social media users have had at least one direct conversation with
a brand on social networks
85% of users were never contacted by a company or brand despite
posting a negative review about it

Top Social Networks for

Branding

Successful Social Media Brand

Twitter
@_TNIAU

Wonderful Indonesia Campaign

THANK YOU

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