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  • Kerangka Baru

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    Lia Darlia
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    The document discusses strategic brand management and customer-based brand equity. It outlines the process of identifying and developing brand plans, designing and implementing marketing programs, and measuring brand performance. Key aspects of customer-based brand equity include brand salience, brand performance, brand imagery, brand judgment, and brand feelings. Promotion strategies are also examined, including the roles of advertising, sales promotion, events, publicity, and endorsements. Brand signaling theory is mentioned as relating to clarity and credibility in building customer-based brand equity.

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    The document discusses strategic brand management and customer-based brand equity. It outlines the process of identifying and developing brand plans, designing and implementing marketing programs, and measuring brand performance. Key aspects of customer-based brand equity include brand salience, brand performance, brand imagery, brand judgment, and brand feelings. Promotion strategies are also examined, including the roles of advertising, sales promotion, events, publicity, and endorsements. Brand signaling theory is mentioned as relating to clarity and credibility in building customer-based brand equity.

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    11 views1 page

    Kerangka Baru

    Uploaded by

    Lia Darlia
    The document discusses strategic brand management and customer-based brand equity. It outlines the process of identifying and developing brand plans, designing and implementing marketing programs, and measuring brand performance. Key aspects of customer-based brand equity include brand salience, brand performance, brand imagery, brand judgment, and brand feelings. Promotion strategies are also examined, including the roles of advertising, sales promotion, events, publicity, and endorsements. Brand signaling theory is mentioned as relating to clarity and credibility in building customer-based brand equity.

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    © All Rights Reserved
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    of 1

    Strategic Brand Management

    Process
    Customer Based Brand Equity
    Identifying & Developing Brand
    Plans
    Marketing Mix Designing & Implementing Brand
    1. Brand Salience
    Strategies Marketing Program 2. Brand Performance
    Measuring & Interpreting Brand 3. Brand Imagery
    Performance 4. Brand Judgement
    1.Strategic brand 5. Brand Feelings
    Growing & Sustaining Brand Equit
    management 6. BrandResonance
    (Keller, 2013:61)
    Marketing Strategy 2.Value Chain (Keller, 2013:181)
    Process Strategy
    3.Pricing Strategy
    1. Designing Market- 4.Promotion Strategy Promotion Strategy Advertsing Endorser Endorser Credibility
    Driven Strategies
    2. Market Driven 1. Advertising 1. Attractriveness
    (Cravens & Piercy, 2. Sales Promotion 1. TV
    Program 1. Visibility 2. Expetise
    2013:19) 3. Event and Experience 2. Radio 2. Credibility
    Development 3. Trusthwortness
    4. Public Relations & Publicity 3. Banner 3. Attaction 4. Dignified Image
    3. Implementing &
    5. Online & Social Media 4. Website 4. Power 5. Homogenous
    Managing Market-
    Marketing 5. Sponshorsip 6. Tie Strength
    Driven Strategies (Ohanian, 1990
    6. Mobile Marketing 6. Banner
    7. Direct & Database Marketing (Ohanian, 1990);
    (Cravens & Markets, 7. Endorser
    8. Personal Selling
    Segments & Customer Kotler dan Keller (2016:582) (Keller, 2013:181); 7. (Friis-jespersen, 2017);
    ValuePiercy, 2013:16-20) (Keller, 2013:61) (Keller, 2013:61) (Singh & Banerjee,
    2018)
    5. Brand Signaling Brand Signaling Theory
    Theory

    (T. Erdem & Swait, 1. Clarity


    1998). 2. Credibility

    (T. Erdem & Swait, 1998).

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