16. Pemahaman Apa impresi yang Anda dapatkan? … Nokia memproduksi kertas, produk kimia dan bahkan sepatu bot karet sebelum akhirnya beralih ke mobile phone.
17. Pemahaman Bagaimana jika dibalik? Saya punya tiga kata : Romantic, elegant, fashionable . Dan kita berbicara tentang sebuah kota. Paris.
19. Video Jeff Bezos (amazon) Brand yang kuat Dapatkah Anda mendefinisikannya?
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21. Pemahaman Jadi, apa sih sebenarnya Brand itu? Apa definisi Brand bagi Anda? Brand adalah sebuah hubungan . Hubungan yang erat antara produsen dengan pelanggan dan stakeholder lainnya. Bukan sekedar logo, slogan, packaging, iklan dan lainnya. Brand adalah kumpulan persepsi atau emosi yang melekat di kepala pelanggan atau calon pelanggan yang menggambarkan pengalaman yang mereka alami atau mereka harapkan untuk alami.
22. Maka Brand Anda adalah kumpulan persepsi atau emosi yang disimpan oleh orang lain selain Anda yang menggambarkan pengalaman atau hubungan total dari relasi bersama Anda. Pemahaman Jadi, apa sih sebenarnya Brand itu? Bagaimana jika Brand itu adalah Anda ?
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24. Brand adalah faktor pengambilan keputusan pembelian. Fakta : pelanggan akan memilih brand yang mereka kenal dalam proses pembelian. Brand juga memberikan baik itu keyakinan , apresiasi dan juga kepuasan akan keputusan pembelian. Fakta : pelanggan rela mengeluarkan kocek lebih untuk brand yang mereka kenal dan percaya. Pemahaman Jadi, apa sih sebenarnya Brand itu?
25. Brand menggambarkan karakter dan personalitas , sehingga memberikan identitas dan mengekspresikan nilai dan rasa memiliki yang tinggi. Fakta : banyak komunitas yang terbentuk dari Brand. Bahkan, ada yang nama anaknya Mercedes . Pemahaman Jadi, apa sih sebenarnya Brand itu?
29. Nilai Sebuah Brand Bedanya Produk dan Brand Sebuah produk diciptakan dari pabrik . Sementara Brand diciptakan dari hubungan dan rasa percaya . Sebuah produk adalah obyek , sementara Brand menggambarkan karakter . Sebuah produk dijual oleh pedagang , sementara yang dibeli oleh konsumen adalah Brand. Sebuah produk dapat dengan mudah ditiru oleh kompetitor, sementara Brand sifatnya unik .
30. Produk dibuat di pabrik. Produk adalah obyek. Produk dijual oleh pedagang. Produk mudah ditiru. Produk dapat dengan cepat ketinggalan jaman. Brand dibangun dari hubungan dan kepercayaan. Brand menggambarkan karakter. Brand dibeli oleh konsumen. Brand itu unik. Brand yang hebat tidak lekang oleh waktu.
31. Nilai Sebuah Brand Bedanya Produk dan Brand Dengan semakin banyaknya produk-produk baru yang bermunculan dan dengan dukungan beragam media yang komprehensif, semakin mempersulit konsumen untuk memilih. Brand mampu membantu konsumen untuk memilih. Brand adalah alat yang mampu menembus ramainya persaingan pasar dan membantu konsumen untuk memilih .
32. Nilai Sebuah Brand Bedanya Produk dan Brand Brand Rp. 50.000 Produk Rp. 5.000
33. Nilai Sebuah Brand Sandal adalah Sandal? Nilai sebuah sandal. Sandal MISS SIXTY harga : 150 ribu rupiah Sandal Swallow harga : 15 ribu rupiah
36. Tanpa Brand-nya, botol Coca Cola akan separuh kosong. Nilai Coke di pasar termasuk nilai Brand-nya. > 120 Milyar US$ Nilai Coke di pasar tidak termasuk nilai Brand-nya. > 50 Milyar US$
51. Brand yang kuat Dapatkah Anda mendefinisikannya? Terry Fox Video dan Waktu diskusi
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53. Brand yang kuat memberikan orientasi . Brand yang kuat memberikan rasa percaya . Brand yang kuat mendukung ekspresi dari karakter seseorang. Brand yang kuat menciptakan rasa memiliki . Brand yang kuat Dapatkah Anda mendefinisikannya?
54. Brand yang kuat Dapatkah Anda mendefinisikannya? Kini, dapatkah Anda mendefinisikan komponen Brand yang kuat? Secara singkat, Brand yang kuat memiliki tiga komponen penting. Ia memiliki unsur pembeda yang kuat. Ia memiliki relevansi alias nyambung dengan target pasar yang dituju. Ia selalu konsisten dalam bersikap.
56. Berbeda Brand Anda stand for something , memiliki arti yang unik . Brand Anda memiliki sudut pandang yang kuat. Catatan : Tidak harus menjadi yang pertama untuk menjadi berbeda. Namun, dibutuhkan keberanian untuk menjadi berbeda.
57. Relevan Keunikan atau pembedaan yang dimiliki Brand Anda nyambung atau relevan dengan apa yang pelanggan Anda anggap penting. Catatan : Tidak ada artinya menjadi berbeda hanya sekedar untuk berbeda.
58. Konsisten Pelanggan atau calon pelanggan Anda akan memberikan arti kepada hubungan dengan Brand Anda melalui perilaku konsisten yang Anda berikan. Catatan : Konsistensi adalah hallmark dari setiap Brand yang kuat. Mempertahankan konsistensi itu sulit.
59. Brand yang kuat Mengapa kita perlu? Rata-rata per harinya konsumen kini terekspos oleh lebih dari 3000 Brand.
63. Indonesian consumer initial source of info and trust to Brand. (source : The Nielsen Indonesia Company, Online research with 533 respondents, April 2009). Mengapa kita perlu?
On December 10th 2008 : Amazon customers ordered more than 5.4 million items, which is 62.5 items per second . Average price : 20 USD. 1250 USD per second. 10% nett profit : 125 USD per second. 1 juta sekali kedip...
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Apple, the US computer manufacturer, broke the mould - moving well away from traditional computer images established by IBM. Together with the Apple Macintosh computer name (a type of apple), the rainbow colours and bitten apple logo clearly set the brand apart from the competition. A Brandchannel magazine survey, published January 2005, polled 2000 industry players and media representatives. It puts Apple in first place as the most influential brand worldwide, driven in particular by the iPod's success. Last year's winner, Google, is now in second position. Ikea comes in third, followed by Starbucks, the coffee chain. _________________________________________________ "Apple strengthens its brand equity" - iPod drives 24% growth Apple and Amazon are the year's highest performers according to "The 100 Brands" survey, published August 2004 by Interbrand market research. While the world's top 100 brands averaged a 2.2% increase in brand value, Apple, ranked 43 , achieved 24% increase, pushing its brand value to USD 6.871 million . Amazon, ranked 67, rose by 22%. According to Interbrand CEO Jez Frampton, Apple's success is primarily due to the iPod . Coca-Cola remains the most valuable brand, assessed by Interbrand at USD 64.4 million, down 4% on the previous year. Coca-Cola is followed by Microsoft, IBM, General Electric and Intel. 2004's biggest brand losers were Nintendo and Kodak. Update Chart+Text 1.4.2005
Update Chart+Text 1.4.2005 Facts: Coca-Cola is present in 200 countries around the world (Coca-Cola and other Coca-Cola drinks are consumed more than 1,000,000,000 times around the world each day.) 50% share of the carbonated drinks market worldwide. Revenue in 2004: US$ 21.962 billion Profit in 2004: US$ 5.698 billion (2003). The extent to which Coca-Cola employees identify with the brand is striking: The employees are generally young, often without experience with other companies – all looking to be part of the Coca-Cola spirit. Similar to the song mentioned below, many of them are captivated by the idea of quenching the world’s thirst with Coca-Cola. Coca-Cola is seen as representing a lot more than just a refreshing drink. The advertising slogans in particular inject life and vitality into the brand, making it a lifestyle statement. Built as “the soft-drink of freedom” after the war, the cult character of the brand still remains at the heart of all PR activities. Reason: The slogan “Take a break – drink a Coke” was introduced in Germany in 1955 and Coca-Cola became part of the German economic miracle. In 1971, young people from all around the world met at the top of a mountain in the Italian Alps. Together they sang a song that subsequently became a world hit: “I’d like to buy the world a coke.” (Positioning Coke as a lifestyle statement similar to Harley-Davidson). Subsequent slogans include: “Things go better with Coke”, “You can‘t beet the feeling!”, “Always Coca-Cola”, “Life tastes good” and “Coke at 3°C”.
Brand image and prestige are at the core of luxury products. Example: In the year 2000, 3000 items of designer jewelery including Rolex watches were detected in Honolulu, Hawaii. U.S. customs destroyed all items in total worth about $400.000 with a steamroller. These counterfeits take away a large part of the potential market for Rolex and influence the brand’s image negatively due to inferior quality. Rolex as a watchmaker = Protects brand assets, providing a suitable “mood” or setting in which to sell the products. Methods: strict sales policy, catalogue of standards for retailers and service. Different words, same message: a watch is like the tip of a gigantic iceberg, where the iceberg corresponds to the successful individual wearing the watch. Cartier: taste + luxury = excellent style Rolex: enduring value + prestige Breitling: striking, masculine design, i.e. watches = desire. Blend of watchmaking craft, sport and luxury.
Facts: Designer of luxury travel wear, accessories and fashion collections since 1854 (strong tradition). -> 300 boutiques in over 50 countries with more than 9,500 employees. Part of the LVMH (Louis Vuitton – Moer Hennessy) Group and its most profitable brand. Name of logo: “Monogram Canvas”. Brand personality: Unmistakable and authentic profile (monogram + use of materials that are clearly of high quality) Buyers’ personality: “I’ve made it” (Jennifer Lopez campaign) Group-wide embracing of “pure luxury” – LVMH unifies luxury items from the most diverse areas. No multibrand stores – shop in shop at the very most (Philippe Pascal, CEO) Selective design and limited availability make brands such as these attractive (limited retail network; clear delineation between the “haves” and the “have-nots”. Compare with Bruno Banani advertising slogan: “Not for everybody”) Background: Here again, the brand owner vigorously defends the exclusiveness of their brand. The French luxury designer Louis Vuitton filed a claim for damages against the Google search engine on the grounds that Google violated the brand rights by positioning advertising messages beside hit lists. The claim hinged on the small text advertisements that Google posts to the right of hit lists in response to an ad word entered by a surfer (specified by the sponsor). Many companies use this mechanism to launch an advertisement for their product in response to a query from a surfer for a competitor product.
Fatcs: Meski krisis tengah terjadi, restoran J.Co Donuts & Coffee justru memperbanyak gerai dengan gencar. Pada tahun 2009, sebanyak 18 gerai baru akan dibuka di Indonesia. Saat ini, jumlah gerai J.Co Donuts & Coffee sebanyak 54 tempat. Marketing Communications Manager J.Co Donuts & Coffee Indriana Listia, Kamis (26/2), mengatakan, dalam pekan ini, tiga gerai dibuka yaitu di Jakarta, Bandung, dan Medan. Gerai-gerai J.Co Donuts & Coffee tersebar di 12 kota, termasuk 5 tempat di Bandung. Di luar negeri, J.Co Donuts & Coffee telah dibuka di Malaysia sebanyak empat gerai dan Singapura sebanyak dua gerai. Pembukaan gerai juga akan dilakukan di China, Brunei Darussalam, Filipina, dan Vietnam. Pembukaan gerai J.Co Donuts & Coffee diiringi peluncuran berbagai produk. Paket Jpops misalnya, berisi 24 donat mini dengan berbagai rasa, seperti oreo, alcapone, heaven berry, mango blitz, caviar mint, mona pisa, da vin cheese, caviar chocolate, why nut, tira miss u, coco loco, dan crunchy2. Jpops dijual dengan harga Rp 45.000 per paket. Produk lain yang baru diluncurkan yaitu Jcool berupa es krim yoghurt lembut tanpa lemak dengan kacang, karamel, atau potongan buah seharga Rp 15.000 per porsi. Setiap bulan, J.Co Donuts & Coffee selalu mengeluarkan setidaknya satu produk baru, baik minuman maupun makanan.
Facts: Founded in 1976 in England. Gradual establishment of a franchise network. Strong focus on ecological image only since 1985. Revenue: € 578.04 million. Profit : € 43.2 million (2004 figures; sources: www.thebodyshop.com/epages/wizard/images/CLIENT81083219594137_lg.pdf). 2007 shops (596 of which are owned by the company. Present in USA, Asia Pacific, UK and Ireland, 2004). Brand personality: The products align closely with the company’s social commitment: protection of animals and the environment. The individual franchise stores benefit from this association without having to invest in any way in that perception. Successful positioning of a store brand: Capitalising on the trends of the eighties: body and environmental awareness. Uniformity: packaging and shop design/layout (wooden presentation systems = natural; green/white tones). Natural products only, no animal testing. Every employee is able to explain the Body Shop’s commitment (covered under product training). All shops are scented. Background: Anita Roddick used to get very frustrated about the fact that the cosmetics industry did not sell its wares in small portions. Why couldn’t cosmetics be weighed (similar to cheese)? If you bought a large bottle of lotion that you ended up not liking, you had to chuck the whole thing in the bin. Not to mention the packaging. The packaging accounted for a large portion of the cost of regular cosmetics – packaging that Roddick did not need or want. And so a new idea was born – she wanted to sell cosmetics in cheap bottles of different sizes. And the cosmetics should be made from natural ingredients only. Since 1985, The Body Shop has been sponsoring Greenpeace and Amnesty International campaigns such as “Save the Whales” or “Save the Rainforest”.
Assuring a uniform perception of a brand does not necessarily mean always presenting yourself in the exact same way. More importantly, an international brand must take socio-cultural factors into consideration and adapt its communication to reflect these differences. Message + assimilation factors = uniform brand perception. IKEA adapts the images in its catalogues to suit the Asian market. Hence, for example, the rooms and the furniture are significantly smaller. Background: - Founded in 1943. - Ingvar Kamprad is an eccentric man – only an eccentric person could come up with the idea of naming a furniture company after the initials of his name and home town: Ingvar Kamprad vom Hof Elmtary in Agunnaryd. - IKEA now supplies furniture to half the world and Kamprad is Sweden’s richest eccentric. His private fortune is estimated at 13 billion dollars. The IKEA Group employs over 84,000 people in 44 countries in 211 furniture depots. More than 300 million buyers visit IKEA each year. Turnover in Germany alone amounts to 249 billion euros – worldwide: 12.8 billion euros (2004). - Against the backdrop of anti-globalisation criticism, IKEA seems to have a Teflon shield as all attacks thus far seem to have rebounded with little or no effect. This phenomena is also largely attributable to a positive, uniform brand image worldwide. Update Chart+Text 1.4.2005