BRAND

EQUITY
CHAPTER 11
BRAND
Brand as a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods
or services of one seller or group of sellers and to
differentiate them from those of competitors’.
 Menyederhanakan pengendalian dan
mengantisipasi penjiplakan produk
 Melindungi ciri khas/ keunikan dari produk
(packaging, registered trademarks, design)
 Memudahkan konsumen untuk mengenali disaat
akan kembali memilih produk tersebut
 Loyalitas/ kesetiaan merek membentuk hambatan
untuk masuk bagi merek-merek baru
THE SCOPE OF BRANDING
 Branding dapat mendukung barang/ jasa dengan
kekuatan merek
 Branding is all about creating differences
 To brand a product, is necessary to teach
consumers “who” the product is ( by giving it a
name and using other brand elements to help
identify it-as well as “what” the product does and
“why” consumers should care )
BRAND EQUITY
 Brand Equity is the added value endowed to
products and services
 This value may be reflected in how consumers
think, feel, and act with respect to the brand, as
well as the prices, market share, and profitability
that the brand commands for the firm.
 Brand Equity is an important intangible asset that
has psychological and financial value to the firm.
Pilih yang mana ?
BRAND EQUITY MODELS
 Brand Asset Valuator ( BAV )
 Differentiation ( Brand Strength )
 Relevance ( Brand Strength )
 Esteem ( Brand Stature )
 Knowledge ( Brand Stature )
 Aaker Model
 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Associations
 Other proprietary assets such as patents, trademarks, and
channel relationships
BRAND EQUITY MODELS
 Brandz Model of Brand Strength
 Presence, “Do I know about it?”
 Relevance, “Does it offer me something?”
 Performance, “Can it deliver?”
 Advantage, “Does it offer something better than others?”
 Bonding, “Nothing else beats it”
 Brand Resonance
 Brand Salience (identify: who are you?)
 Brand Performance (meaning: what are you?)
 Brand Imagery (meaning: what are you?)
 Brand Judgements (response: what about you?)
 Brand Feelings (response: what about you?)
 Brand Resonance (relationships: what about you and me?)
Brand Element Choice Criteria
 Memorable
 Meaningful
 Likeability
 Transferable
 Adaptable
 Protectable
Measuring Brand Equity
 Brand Audits : Brand Inventory & Brand
Exploratory
 Brand Tracking
 Brand Valuation
Managing Brand Equity

 Brand Reinforcement
 Brand Revitalization
 Brand Crisis
BRANDING STRATEGY
 It can develop new brand elements for the new
product
 It can apply some of its existing brand elements
 It can use a combination of new and existing brand
elements
Brand Extension

 Line Extension
pengembangan merek dalam 1 lini (rasa, bentuk,
warna, komposisi bahan, ukuran kemasan)
 Category Extension

perluasan merek dalam kategori produk lain

(contoh: Yamaha merk sepeda motor, alat
penjernih air, alat musik, jet ski)
Branding Decisions
 Individual names
 Blanket family names
 Separates family names for all products
 Corporate name combined with individual product
names