mm6016 branding and marketing communication master of business administration school of business and...
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MM6016BRANDING AND MARKETING COMMUNICATION
Master of Business Administrati onSchool of Business and Management
Insti tut Teknologi Bandung
BRANDING STRATEGY
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What is Strategy?
• Creation of unique and valuable position, involving different set of activities
• Requires trade offs in competing – choosing what to do and what not to do
• Involves creating fit with company’s activities
Michael E. Porter (2000), What is Strategy? Harvard Business Review
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Branding Strategy
Deciding what a company should do and should not do in building the
equity of a brand so that it will fit the company’s branding objectives and
overall activities of the company
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Competitors’ Extended Network
Branding Context
Branding Strategy from An Extended BVC Perspective
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Branding Strategy & Investment
Brand Equity
Market
Brand Market Performance
Competition
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Branding Strategy Steps
5http://saudiasahi.com/images/strategy-overview.jpg
Results of Situation Assessment• Brand awareness problems:
– Brand is not recognized– Brand is not Top of Mind
• Brand Association problems:– Weak association– Missing association– Unclear association– Too much association
• Perceived quality problems:– Bad quality– Inconsistent quality– Lower quality compared to competitors– Quality does not meet standard– Lack of important quality aspect
• Brand loyalty problems:– Attitudinal loyalty problem: e.g. Lack of net promoters– Behavioral loyalty problem: e.g. Few repeat buyers
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Brand Awareness Problems
Try yourself with the following brands:• Mega Net• Arke• Atari
Try to mention some brands under the following categories:- Energy drinks- Sneaker- Emergency light
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Brand Association Problems
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Sunsilk Co-Creation
Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung
Respondents’ PerceptionsNo Variable Mean Top Two Box
1 More Convinced that Sunsilk Gives
Beautiful Hair All Day 2.67 65.83%
2 More Convinced that Sunsilk as a Brand that Solves Various Hair
Problem 2.75 66.84%
3 More Convinced that Sunsilk Gives
Visible Result to its Users 2.68 63.59%
4 Establish Sunsilk Image as Trusted
Brand 2.96 80.55%
5 More Convinced that Sunsilk is a
Modern Brand 3.11 88.03%
6 Enhance image of Sunsilk as a Brand that Makes its Users Feel Confident
2.84 73.31%
No Variable Mean Top Two Box
1 Sunsilk Gives Beautiful Hair All Day 2.49 48.88%
2 Sunsilk as a Brand that Solves Various
Hair Problem 2.4 44.14%
3 Sunsilk Gives Visible Result to its
Users 2.36 38.91%
4 Sunsilk is a Trusted Brand 2.72 68.33%
5 Sunsilk is a Modern Brand 2.67 65.84%
6 Sunsilk Makes its Users Feel Confident 2.38 43.40%
Panther’s keyBrand associations
Toyota’s much wider keyBrand associations
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Panther is strong in:DISTRIBUTION & SERVICE
While weak in:PRODUCT & PROMOTION
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Perceived Quality Problems
Brand Loyalty
Problem
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Brand loyalty is relatively lower than average
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Branding Strategy Alternatives
• Single brand strategy:– Brand revitalization
• Expanding brand awareness• Brand elements redesign• New and completely different usage of brand• Brand repositioning
– Brand reinforcement• Brand fortification• Brand leveraging
• Multiple brand strategy– Brand extension– New brand/brand portfolio strategy
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When to Use Branding Strategy?
• Case 1: Kartu Halo• Case 2: Orchid Ecotel• Case 3: McDonald’s McCafe Initiative
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