BRANDING

Prepared by Effy Rusfian

2015
IMC (BRANDING)-REVIEW
 A system for integrating the planning and
monitoring of brand-building activities
 Brand : has one voice, one look
 Can help build trust in a brand by creating
an open, customer-focused culture
 Build relationship
 A process for listening as well as talking to
customer
“IMC is the big picture of brand
communication”
MANY BRAND LOSE TRUST,
WHEN…
 Lose perspective on who their customers are
 When they are over promise
 When they continually talk about price &
discount

“IMC is also building and strengthening the

brand.... “
A brand is more than a product
 A product is something that made in a
factory a brand is something that is
bought by a customer

 A product can be copied by a competitor

a brand is unique

 A product can be quickly outdates a

successful brand is timeless
 Kenapa kita perlu brand :
 Too much product in market

 Must be differences :
 Identifies the product
 Identifies its source/maker
 Association with something
 Image
BRAND
 A perception of an integrated bundle of
information and experiences that distinguishes a
company and/for its product offering from the
competition

 Brand identity consist of identification cues 

brand symbols, colors and distinctive typography
 together crate recognition of the brand
BRANDING
 DeChernatony &McDonald (1998) :
a successful brands is an identifiable
product, service, person or place,
augmented in such a way that the
buyer or user perceives relevant,
unique added values which match their
needs most closely

 its success results from being able to

sustain those added values in the face of
competition
BRANDING
Marketer’s view communication
methods
 Low cost to promoting products
 The influence the customer
immediately before purchase

 Blythe (2003) :

proses nilai tambah dari sebuah

produk  packaging, brand name,
promotion & positioning didalam
minds of the customers
STRATEGIC FUNCTIONS OF
BRAND
 Brand as a sign of ownership menunjukkan
kepemilikan protect the formulation,
intellectual property, etc

 Brand as a differentiating device pembeda dari

produk yang mirip dimana pencatuman brand
name dianggap tidaklah cukup
STRATEGIC FUNCTIONS OF
BRAND
 Brand as a functional device
brand terkait dengan fungsi
kapabilitas/image of
quality/expected performance
STRATEGIC FUNCTIONS OF
BRAND

 Brand as a symbolic device

konsumen dapat menunjukkan
dirinya melalui simbol-simbol yang
ada (nama designer) appropriate
image
INTANGIBLE ATTRIBUTES
(BRAND):
 Brand positioning and image 
more significant role in making
brand selection

 Important in brand building :

1. Competitor : to hard to make a
copy
2. Involve consumers emotional
 BRAND EQUITY

 The intangible value of a company

beyond its physical net asset

 5 element
1. Brand-name awareness
2. Brand association
3. Perceived quality
4. Proprietary brand asset
(patent/trademark)
5. Brand loyalty
BRAND EQUITY
 Seperangkat aset & liabilitas merek
(nama & simbolnya)

 Dapat menambah atau

mengurangi nilai merek tsb

 Aset dan liabilitas tsb saling

berkaitan
BRAND LOYALTY
 Ekuitas rendah : membeli karena karakteristik
produk, harga & kenyamanan dengan sedikit
memperdulikan merek tsb

 Ukuran keterkaitan pelanggan pada sebuah

merek
The Loyalty Pyramid :

1. Committed Buyer
2. Likes (brand consider it a friend)
3. Satisfied buyer with switching costs
4. Satisfied
(habitual buyer no reason to
change)
5. Switcher (price sensitive indifferent)
 no brand loyalty
MAINTAINING & ENHANCING
LOYALTY
 Memperlakukan hak-hak langganan
 Tetap dekat dengan pelanggan
 Mengelola kepuasan pelanggan
 Menciptakan switching cost
 Memberikan layanan ekstra
BRAND AWARENESS
 Kesanggupan calon pembeli/pelanggan untuk
mengenal sebuah merek merupakan bagian dari
katagori tertentu
 Ekuitas merek tergantung sampai sejauh mana
brand awareness itu dicapai
 The awareness pyramid :

1. Top of mind
2. Brand recall
3. Brand recognition
4. Unaware of brand
HOW TO ACHIEVE AWARENESS:
 Menjadi berbeda dan dikenang (unique)
 Melibatkan sebuah slogan atau jingle
 mengekspos simbol
 Publisitas
 Mensponsori sebuah event
 Brand extensions
 Menggunakan cues
 example : packaging
PERCEIVED QUALITY
 Persepsi pelanggan terhadap keseluruhan
kualitas atau keunggulan produk
 Perasaan yang tak nampak dan menyeluruh
mengenai suatu merek
 Mengapa pelanggan percaya bahwa suatu
kualitas itu tinggi atau rendah ?  tergantung
konteks
1. Konteks produk
2. Konteks jasa
BRAND ASSOCIATION
 Adalah segala sesuatu yang “berkaitan” dengan
ingatan mengenai sebuah merek
 Mempunyai suatu “kekuatan” tidak hanya
sekedar eksis dalam ingatan
pelanggan
 Tergantung bagaimana perusahaan
mengkomunikasikannya kepada pelanggan 
pengalaman pelanggan
BRAND ASSOCIATION
Kumpulan brand association akan menciptakan
nilai suatu merek
1. Membantu perusahaan menyusun/memproses
informasi
2. Differensiasi/position
3. Alasan untuk membeli
4. Menciptakan sikap positif
5. Menciptakan landasan untuk sebuah extension
MACAM-MACAM BRAND
ASSOCIATION
1. Product attributes
2. Intangibles
3. Customer benefits
4. Relative
5. Price
6. Use/application
7. User/customer
8. Celebrity/person
9. Life style/personality
10. Product class
11. Competitor
12. Country/geographic area
MAINTAINING ASSOCIATION
 Konsisten seiring waktu (product, symbol,
message, etc)  sabun Lux (sabun bintang film)
 Konsisten terhadap elemen-elemen pemasaran
circle K (toko kecil 24 jam)
 Identifikasi efektivitas yang terkait dengan
perusahaan, produk dan merek
 Sunkist : matahari dan kesehatan
PERAN PROMOSI DALAM BRAND
ASSOCIATION
 Menguatkan association dengan
brand awareness
Misal :
 adanya sejumlah uang dalam
sabun Lifebouy stimulus untuk
mencoba produk tsb
 Menghindari problem identitas
terhadap promosi yang bersifat
umum
 Program : Agen 1000 Sunligh
 Peran promosi dalam brand loyalty
 memberikan sebuah gratis langganan
majalah X apabila berlangganan selama 1
tahun

 Peran promosi dalam perceived quality

 pemberian kalkulator (bermutu baik) thd
pembelian sebuah VCR
 Pemberian telepon mobil untuk
pembelian mobil mewah (tidak
memberikan potongan harga)
BRAND ASSET
 Patent, trademarks, channel
relationship
 Nama, logo/symbol dan slogan
 Menghalangi/mencegah
kompetitor mengambil pelanggan
yang loyal
 Kombinasi nama & symbol 
mempunyai keterbatas sbg ekuitas
merek, perlu ditambahkan dengan
slogan
 Maybelline: smart, beautiful,
Maybelline..
BRANDING STRATEGIES :

 Brand extensions
 Multi-tier branding
 Co branding
 Ingredient branding
 Brand licensing
EXTENDING THE BRAND

 Apabila telah tercapai brand name & trust

 Advantage & disadvantage
 Biasanya dipergunakan untuk produk yang mirip
 Proctor & Gamble :

 Sabun Ivory
 Laundry detergent : Ivory Flakes
 MULTI-TIER BRANDING
 2 atau 3 buah merek (dimiliki oleh sebuah
perusahaan) dipergunakan untuk
mengindentifikasi sebuah produk
 Misal : Toyota (corporate brand) & Yaris (product
line brand)
CO BRANDING
 2 atau 3 merek dari perusahaan berbeda
 Memberikan kepuasan pelanggan dari 2 merek
yang berbeda
 Misal : credit card HSBC & discount di Izzi Pizza
INGREDIENT BRANDING
 Menggunakan sebuah nama merek dari sebuah
produk atau ingredient nya dalam rangka
mempomosikan sebuah produk
 Memberikan nilai tambah terhadap sebuah brand
atau brand message.
 Misal :
 Intel Inside untuk processor chips
 cookies yang menggunakan Hersley’s chocolate
chips
BRAND LICENSING
 Memberikan lisensi nama merek kepada pihak
lain
 Monitoring brand licensing  consistent image
 Misal : toko kue yang memperoleh lisensi dari
Tepung Bogasari
BRAND RELATIONSHIP
 Strategy brings customers & branding together
 A successful brand is nothing more than a special
relationship
 A good brand relationship is one in which the
relationship is of value to both the customer &
company
 Is a long time strategy
HOW IMC DO BR?
 A variety of groups can affect a
company’s bottom line & therefore
should be taken into consideration
when creating & sending brand
message

BRAND employee

stakeholder
STAKEHOLDER
 Supplier/distributor :  kinds of brand message are
being sent out

Media :
looking for expert opinions (outside) to write stories
more likely to be open minded when the problem occurs (if
the company have a good relationship with them)
 Send out news & publicity release
 Government regulators : drugs, alcoholic
beverages, etc

 Special interest groups : specific political &

social issues  pollution, enviromental
safety

 stakeholder overlap...........
 Employee :

 Being the company

 Should be a company’s number one
priority  service industry
 Feel like part a team
 Being treated fairly
 Find meaning in their work

Excellent service IMC

STRATEGY FOR BUILDING BR
1. Campaign objectives
2. Targeting audience (need & wants)
3. Creative strategy
4. Message delivery
VARIAN OF BRANDING

Antara lain :
 Brand Personality
 Emotional Branding
EMOTIONAL BRANDING
 Branding yang mampu
menghubungkan antara product
dengan emotional customer
 Keinginan untuk memperoleh
kepuasan material dan mengalami
pemenuhan emosional
 Mis : hang out di Starbuck
BRAND PERSONALITY
 Personality traits : cheap, elegance, sexy, cool, etc
 Positioning strategy
 Dalam politik : Political image
CASE : MURAH AIRLINE
 Turn around strategy : customer &
stakeholder
 Brand : re-create trust
(not only adv)  IMC: PR, sales promotion,
research, signage program new positioning
& reintroduction IMC campaign
HOW :
 Consultant
 Marketing communication people IMC (one
look, one voice)
 Research : what prospective passengers
about Murah Airline
HOW :
 Merger with another low fare airline  new
name/new brand (Air Trans)
 Redefine ‘low fare’ tidak sekedar murah,
menghemat uang langganan new message
 REPOSITION THE BRAND : executive class, on
line ticketing, positioning statement
REBUILDING BRAND CREDIBILITY
OPTIONAL :
1. Air Trans tidak ada hubungan dengan
Murah Airline
2. Murah Airline telah berubah menjadi Air
Trans (to be open & straightforward)
IMC OBJECTIVES:
1. Reliance the brand
2. Redefine low fare-fare air travel
3. Generated positive visibility of the airline
in the media
4. Recapture the business traveler
5. Achieve (average fare and load factor)
HOW :
 Integrated Brand Message :
 New logo
 New interior billboard
 New uniform (employee)
 Special attention to employee (news
letter/periodic)
 New programs : frequent –flyer promotional 
one to one communication
HOW :
 Buy new planes (reinforce the idea : new &
safe airline)
 Set up website
 PR : publicity releases, press conference
 Emphasis on the brand name & signature
(brand association)
TUGAS MINGGU DEPAN
 Ambilah 1 varian/jenis branding
• Kaitkan antara fenomena (sosial) yang ada
dengan varian/jenis branding tersebut
(varian/jenis branding tersebut belum dibahas
dalam sesi mata kuliah hari ini
 2 hal (minimal),1,5 spasi
 Sertakan sebuah jurnal yang terkait dengan
varian/jenis branding yang saudara pilih tersebut
 Paper & jurnal dikirim via email saya maksimal
hari sabtu malam ( tgl 5 oktober 2013)
 Paper dikumpulkan dalam bentuk hardcopy pada
hari senen (7 oktober 2013) untuk didiskusikan
bersama
TERIMA KASIH