BRAND

WHAT IS BRAND?

A BRAND IS A COLLECTION OF SYMBOLS, EXPERIENCES,

IMAGES AND IDEAS AND ASSOCIATIONS CONNECTED WITH
A P R O D U C T, A S E R V I C E, A P E R S O N

Concepts

Brand equity Brand name

Brand promise Brand identity

Brand personality
BRAND LOVE
BRAND DRIVERS
 CONCEPTS

is a symbolic construct created within the minds of people

BRAND
andIMAGE
consists of all the information and has certain qualities
or characteristics that make it special or unique.

A brand which is widely known in the

BRAND
marketplace.
RECOGNITION
When brand recognition builds up to a point where a brand
enjoys a critical mass of positive sentiment in the marketplace,
it is said to have achieved brand franchise
BRAND
FRANCHISE
 BRAND NAME

The brand name is often used interchangeably within

"brand", although it is more correctly used to specifically
denote written or spoken linguistic elements of any
product.

Origi Trade
mark
n Proprietary rights
regist
trade rataio
mark n
 BRAND IDENTITY

Brand identity may be defined as simply the outward

expression of the brand, such as name and visual
appearance. Ex : LG brand identity : Delightfully Smart

'Delightfully Smart' brand identity stems from the spirit that is captured by
LG.

LG is delightful (consumer-oriented) because LG is founded with delight by

those who encounter LG products. For people who are inspired by the latest
digital technologies, advanced designs and stylings, and innovative yet
practical functions, choosing LG is a form of self-expression, and self-
satisfaction, an amazing comfort in knowing you made the perfect decision.

LG is smart (product-oriented) because its products are smart and developed

fundamentally to provide smart solutions for your everyday problems.
'Smart' is the expression of the means and the way that our products are
innovated. LG products enhance your life with their intelligent features,
intuitive functionality, and exceptional performance.

Delightfully Smart is the overarching umbrella for everything the brand LG

stands for.
 BRAND PERSONALITY

Brand personality is the attribution of human personality traits to a brand as a

way to achieve differentiation. Such brand personality traits may include
seriousness, warmth, or imagination. Brand personality is usually built through
long-term marketing, as well as packaging and graphics.

LG Slogan / Signature
"Life's Good" signature is an expression which reflects our
belief that life is enriched and enhanced by products that are
ingeniously designed and expertly built.
"Life's Good" expresses the heart or 'attitude' of LG world-
wide.
"Life's Good" also expresses our will to provide solutions for
an enriched, good life by continuously developing innovative
and delightfully smart products.
"Life's Good" is a brand promise that delivers on our
conviction in making your life good.
 BRAND PROMISE

Brand promise is a statement from the brand owner to customers,

which identifies what consumers should expect from all interactions
with the brand. Interactions may include employees, representatives,
actual service or product quality or performance, communication etc.
 BRAND EQUITY

Brand equity or brand value measures the total value

of the brand to the brand owner, and reflects the
extent of brand franchise.

Sejauh mana atribut yang dikembangkan mampu memperkokoh asosiasi brand

(strength).
Sejauh mana atribut yang dipakai mempunyai nilai dan disukai oleh target
market? (favourable)
Sejauh mana atribut itu dapat dibedakan dari asosiasi yang dikembangkan oleh
kompetitor (uniqueness).
 SERVICES

A service is the diametrically opposed non-material counter piece of a

physical good, by composing and orchestrating the appropriate level of
resources, skill, ingenuity, and experience for effecting specific benefits
for service consumers
 SERVICES PROFILE

A service is a set of singular and perishable benefits :

 delivered from the accountable service provider, mostly in close coactions with his service suppliers,
 generated by functions of technical systems and/or by distinct activities of individuals, respectively,
 commissioned according to the needs of his service consumers by the service customer from the
accountable service provider,
 rendered individually to an authorized service consumer at his/her dedicated request,
 and, finally, consumed and utilized by the requesting service consumer for executing and/or
supporting his/her day-to-day business tasks or private activities.

Ex : network profile services

 SERVICES SPECIFICATION

1. Service Consumer Benefits describe the (set of) benefits which are callable, receivable and effectively
utilizable for any authorized service consumer and which are provided to him as soon as he requests the offered
service. The description of these benefits must be phrased in the terms and wording of the intended service
consumers.
2. Service-specific Functional Parameters specify the functional parameters which are essential and unique
to the respective service and which describe the most important dimension of the services cape, the service
output or outcome, e.g. maximum e-mailbox capacity per registered and authorized e-mail service consumer.
3. Service Delivery Point describes the physical location and/or logical interface where the benefits of the
service are made accessible, callable, receivable and utilzable to the authorized service consumers. At this point
and/or interface, the preparedness for service delivery can be assessed as well as the effective delivery of the
service itself can be monitored and controlled.
4. Service Consumer Count specifies the number of intended, identified, named, registered and authorized
service consumers which shall be and/or are allowed and enabled to call and utilize the defined service for
executing and/or supporting their business tasks or private activities.
5. Service Readlines Times specify the distinct agreed times of day when the described service consumer
benefits are accessible and callable for the autorized service counsumers at the define service delivary point.
6. Service Support Times specify the determined and agreed times of day when the usage and consumption of
commissioned services is supported by the service desk team for all identified, registered and authorized
service consumers within the service customer's organizational unit or area.
7. Service Support Languages specifies the national languages which are spoken by the
service desk team(s) to the service consumers calling them
8. Service Fulfillment Target specifies the service provider's promise of effective and
seamless delivery of the defined benefits to any authorized service consumer requesting
the service within the defined service times
9. Service Delivering Duration specifies the promised and agreed maximum period of
time for effectively delivering all specified service consumer benefits to the requesting
service consumer at the currently chosen service delivery point.
10. Service Delivery Unit specifies the basic portion for delivering the defined service
consumer benefits.
11. Service Delivering Price specifies the amount of money the service customer has to
pay for the distinct service volumes his authorized service consumers have consumed.
Normally, the service delivering price comprises two portions
Professional services
 Service Model

1. Intangibility
Services are intangible and insubstantial: they cannot be touched, gripped, handled, looked at, smelled, tasted or heard.
2. Perish ability
When the service has been completely rendered to the requesting service consumer, this particular service irreversibly
vanishes as it has been consumed by the service consumer. Example: the passenger has been transported to the
destination and cannot be transported again to this location at this point in time.
3. Inseparability
The service provider is indispensable for service delivery as he must promptly generate and render the service to the
requesting service consumer. Examples: The service consumer must sit in the hair dresser's shop & chair or in the plane
& seat; correspondingly, the hair dresser or the pilot must be in the same shop or plane, respectively, for delivering the
service.
4. Simultaneity
Services are rendered and consumed during the same period of time. As soon as the service consumer has requested the
service (delivery), the particular service must be generated from scratch without any delay and friction and the service
consumer instantaneously consumes the rendered benefits for executing his upcoming activity or task.
5. Variability
Each service is unique. It is one-time generated, rendered and consumed and can never be exactly repeated as the point
in time, location, circumstances, conditions, current configurations and/or assigned resources are different for the next
delivery, even if the same service consumer requests the same service. Example: The taxi service which transports the
service consumer from his home to the opera is different from the taxi service which transports the same service
consumer from the opera to his home - another point in time, the other direction, maybe another route, probably
another taxi driver and cab.
 Service delivery

The delivery of a service typically involves six factors:

 The accountable service provider and his service suppliers (e.g. the people)
 Equipment used to provide the service (e.g. vehicles, cash registers, technical systems, computer
systems)
 The physical facilities (e.g. buildings, parking, waiting rooms)
 The requesting service consumer
 Other customers at the service delivery location
 Customer contact
Strategic & Customer Services

&
 Benefit of Services


 $0 for cash back
 PROCESS

Process Marketing is the application of knowledge, skills, tools, techniques and

systems to define, visualize, measure, control, report and improve processes
with the goal to meet customer requirements profitably.

There are three types of business processes:

 Management processes, the processes that govern the operation of a system.
Typical management processes include "Corporate Governance" and "
Strategic Management".
 Operational processes, processes that constitute the core business and create
the primary value stream. Typical operational processes are Purchasing,
Manufacturing, Marketing, and Sales.
 Supporting processes, which support the core processes. Examples include
Accounting, Recruitment, Technical support.
 Marketing Process
 What do we sell?
 To whom can we sell it profitably?
 How can we beat or avoid the competition?
 What price should we charge?
 How do we sell the product?
 How do we create awareness and get the word out?
•Exploring competitive strategies
•Analyzing the competition
•Understanding customer needs
• Segmentationeing aware of trends in the
marketplace and how they may affect your
business targeting, and positioning for
competitive advantage
•Building and managing strong brands
•Launching new products and services
•Developing sound pricing strategies and
tactics
•Creating clear differentiation
•Defining a clear and compelling message
•Managing your product portfolio
•Establishing effective sales and
distribution channels
•Developing an e-commerce strategy
•Creating effective lead generation
programs
•Advertising, promotion and generating
awareness among your target markets
 SWOT Analysis

SWOT analysis to assess an organization's current

situation and establish a basis for developing a
strategy for the future.
 Organizational Objectives Process

 management must then make some

. decisions about objectives which will then
guide the subsequent search for
promotional strategies and action
programmers'. Objectives should be
quantifiable, measurable, achievable,
communicable and consistent. Objectives
may be stated in economic or subjective
terms
 Decision Making Process

 How do customers buy? (e.g. you pass Starbucks and are attracted by the aroma of coffee and
chocolate muffins)
hungry

• Personal sources: family, friends, neighbors etc

the customer
must choose • Commercial sources: advertising; salespeople; retailers; dealers;
between the packaging; point-of-sale displays.
alternative • Public sources: newspapers, radio, television, consumer
brands,
products and
organizations; specialist magazines
services. • Experiential sources: handling, examining, using the product

High/low
purchases Why should a marketer need to understand the customer evaluation
process?
The answer lies in the kind of information that the marketing team needs to
cognitive provide customers in different buying situations.
dissonance In high-involvement decisions, the marketer needs to provide a good deal of
information about the positive consequences of buying. The sales force may need
to stress the important attributes of the product, the advantages compared with
the competition; and maybe even encourage “trial” or “sampling” of the product
in the hope of securing the sale.
 Market Process Strategies

Core strategy :
The core strategy is a statement of what an organization is offering to create a preference for its products
and services in the marketplace. Through a careful examination of the customer and his/her needs and
wants, the organization can determine what is required to create a differential advantage.
Product :
The product offering can be manipulated to create different market effects at three levels: the core product, the tangible product and the
augmented product. At its core, a product is not a physical entity but the benefits that it offers customers. Those benefits may be physical
or psychological in nature. The consumption of imported foods, in a developing country, sometimes has as much to do with the status of
being seen to buy sophisticated, and perhaps expensive, products as it has with any superior physical qualities compared to domestic
equivalents. The tangible product refers to its features, quality, styling, packaging, branding and labeling. A third level is that of the
augmented product, that is, additional service elements which are attached to the product. Examples include after-sales service, extended
guarantees, credit facilities, technical advice and product trials.

Price :
Prices should be set in relation to specific pricing objectives. Pricing decisions include payments, terms, discounts, contract and pricing
structures. Non-price competition may come through packaging, labeling and advertising.
Promotion :
Promotion includes advertising, public relations, selling, exhibitions, brochures, data sheets and free gifts.
Place :
Produce distribution elements include physical distribution like storage handling, transportation and warehousing, both on and off farm,
and functional distribution.

Action plan :
Implementing a marketing programmed involves deciding on long, medium and short term activities for all marketing functions.
Decisions have to be made on budgets, staffing levels, how to communicate the elements of the plan, coordination of activities and
motivating people to carry out the plan.
 Efficiency Control
Sales force efficiency
• Average number of calls per
salesperson per day
• Average sales call time per contact
• Average revenue per sales call
• Average cost per sales call
• Percentage of orders per 100 sales
calls
• Number of new customers per period
• Number of lost customers per period
• Sales force cost as a percentage of
total sales.
Sales promotion efficiency
• Percentage of sales sold on the offer
• Display cost per $ sales
• Percentage of coupons redeemed
• Number of inquiries resulting from the demonstration.
Advertising efficiency
• Advertising cost per thousand buyers reached overall, for each
media category, and each media vehicle
• Percentage of audience who noted, saw/associated, and read
most for each media vehicle
• Consumer opinions on the advertisement content and
effectiveness before/after measures of attitude towards the
product
• Number of inquiries stimulated by the advertisement
• Cost per inquiry.
Distribution efficiency
• inventory control
• warehouse location
• transportation methods - optimum routing,
scheduling, loading, unloading.
 APPLE

Strengths.
 Apple is a very successful company. Sales of its iPod music player had increased its second
quarter profits to $320 (June 2005). The favorable brand perception had also increased
sales of Macintosh computers. So iPod gives the company access to a whole new series of
segments that buy into other parts of the Apple brand. Sales of its notebooks products is
also very strong, and represents a huge contribution to income for Apple.
 Brand is all-important. Apple is one of the most established and healthy IT brands in
the World, and has a very loyal set of enthusiastic customers that advocate the brand.
Such a powerful loyalty means that Ample not only recruits new customers, it retains
them i.e. they come back for more products and services from Apple, and the company
also has the opportunity to extend new products to them, for example the iPod.

In fact Apple does not have
any debt, so investors would
bear less risk by holding
Apple’s stocks.
 Weaknesses

 It is reported that the Apple iPod Nano may have a faulty screen. The company has commented that a
batch of its product has screens that break under impact, and the company is replacing all faulty
items. This is in addition to problems with early iPods that had faulty batteries, whereby the company
offered customers free battery cases.
 Early in 2005 Apple announced that it was to end its long-standing relationship with IBM as a chip
supplier, and that it was about to switch to Intel. Some industry specialists commented that the swap
could confuse Apple's consumers.
 Another weakness that must be addressed is the high prices of its products. For example, the iPod
nano ranges from $150 to $250 depending on the size, the iPod ranges from $300 to $400, and a Mac
desktop is at least $1300. Such high prices discourage potential customers from purchasing Apple’s
products.

SOLUTION Weaknesses to Strengths. ( Market Process Strategies & Quality control )

 Apple must increase its R&D efforts to really minimize the number of products with faulty
components.
 Decrease the prices to the point where profits are still increasing. Likewise, the cost of sales should be
decreased but only to the point where the quality of the products is not sacrificed. ( pac, lab, advt )
 Action Plan  nimble services  Service fulfillment target, customers would not be lost and customer
loyalty would be maintained. This change would make Apple more compatible with other systems. It
enables Apple to run the Windows operating system, which gives the user more flexibility.
 Opportunities & Threats

 Apple is known for its innovative thinking. They have developed a product line
that is both functional and attractive. Downloads are available via a USB cable,
ands software on the handset pauses music if a phone call comes in. New
technologies and strategic alliances offer opportunities for Apple.
 In regards to their desktop and notebook sectors, Apple has developed new
lines that are less expensive while maintaining its high quality standards.

Threats
 Apple faces pressure from its competitors such as Dell and HP.
 Since technology changes at such a rapid rate, the iPods and iMacs can possibly
be replaced by other devices. If another company comes out with a better
product, Apple would lose its market share to that company.
 Another threat for Apple would be the exchange rates which can cause shifts in
supply and demand. An appreciation in US dollars would increase net
receivables but decrease future demand since price would increase.
 Threats  Opportunities

 Apple has established its name as one of the leading, innovative forces in the
computer industry that has a much diversified, high quality products that
appeal to many markets. Use the brand equity and taking advantage of its
opportunities. Thus, the threat of product substitution and high levels of
competition would be decreased. How ?  continuing its well-developed
marketing plan  continues to strive for innovation, developing more high
quality products.

 Apple adjusts for exchange rates when possible, it will have to look at it's
pricing ( Taxes, regulatory costs, fuel. utilities, building costs, rents - all have to
be factored in to retail prices), so apple can build up extra revenue in times of
good exchange rates to subsidies the losses they will make when the exchange
rate drops...
BRAND, SERVICES, PROCESS

BY : Yohanes