133 191102 B2B Brand Management 6-7 by Philip Kotler and Waldemar Pfoertsch
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Buku ini memberikan cara baru untuk melihat branding B2B bahkan bagi manager bisnis yang berpengalaman. Memberikan studi kasus yang telah terbukti mampu menghidupkan manajemen brand B2B
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133 191102 B2B Brand Management 6-7 by Philip Kotler and Waldemar Pfoertsch
- 1. 191116 GAMBAR COVER BUKU/ GAMBAR PENDUKUNG LAIN lia s. Associates BOOKCLUB B2B Brand Management Chapter 6-7 Philip Kotler Waldemar Pfoertsch
- 2. 🗸 🗸 🗸 🗸
- 4. 1. A Brand Is Something You Own 2. Brands Take Care of Themselves 3. Brand Awareness vs. Brand Relevance 4. Don’t Wear Blinders 5. Don’t Let Outsiders Do Your Job 5 BRANDING PITFALL
- 5. Pitfall No. 1: A Brand Is Something You Own
- 6. #1 Brands are the ideas, perceptions, expectations and beliefs that are in the mind of consumers, your potential customers or any individual who can effect your enterprise.
- 8. SI prefix to the various automation technologies was a suitable form of product brand classifications: SI-Numeric for Numeric Controls. SI-Matic for Programmable Controls SI-Rotec for Robotic Controls. Unfortunately, SI-Rotec is pro-nounced in German like “Zero-tec”,
- 9. Pitfall No. 2: Brands Take Care of Themselves
- 10. If a brand is an asset, then it must be treated like one – receiving investment, management and mainte-nance. A brand is affected by internal and external forces requiring reactions and changes. But this only occurs if the organization clearly understands the brand and how to manage it.
- 11. Pitfall No. 3: Brand Awareness vs. Brand Relevance
- 12. Many companies make the mistake of over branding with the goal of delivering brand awareness. While brand awareness is important, directing your efforts requires thought. The most negative effect over-branding will have on your business is that it will likely annoy the people you are trying to sell yourself products and services to.... Over-branding shows that you aren't really interested in the needs and interests of your market and consumers… it just shows you are more interested in making a quick sale. What’s more you are probably going to end up wasting massive funds for something that will likely result in low returns. Take E.ON group as an example. Dangers of over branding
- 13. “We don’t make a lot of the products you buy. We make a lot of the products you buy better”. The brilliance of BASF advertising is they only spend close to .5% of sales towards their advertising costs. And yet their brand remains one the most famous chemical companies in the world with over 70% brand recall. Brand awareness is the first layer of the Brand Building - its a prerequisite for brand relevance. What BASF does is they are paying to build awareness among a group of people who are not actually their customers. Nevertheless, done right, the campaign hits its mark and achieves relevant awareness in the right target group. BASF We don’t make the computer screen. We make it sharper. We don’t make the sandboard. We make it lighter. We don’t make the motorcycle. We make it quicker. BASF corporate campaign 2006
- 14. Pitfall No. 4: Don’t Wear Blinders
- 15. Much like the previous Bookclub sessions, we discussed how many businesses mistakenly base their branding strategies solely around their internal image of their brands. The problem with this approach is that the internal view can often be quite different from the customer’s. Problem. Most internal members are biased. Unable to provide a non biased opinion when it comes to decision making, typically due to Ego, arrogance, wishful thinking and office politics and just plain ignorance. By gaining customer input, they will better determine their current brand image, and also discover what they need to do to make it more relevant. Take ITT Industries, Inc. as an example. How they took off the ‘blinders’ Internal image of your brand
- 16. Scott Bedbury conceived and directed the worldwide ‘Just Do It’ branding campaign increasing Nike revenue from US$750 million to US$5 billion by the time he left Nike in 1994. He then joined Starbucks as chief marketing officer, where he was responsible for growing the US$700 million Seattle-based company into a global brand. His skill was branching the use of their products into many areas of society, he made these companies look outside for market opportunities rather than inside at a mirror. NIKE - STARBUCKS - Extending the line
- 17. Eric Kim the new Chief Marketing Officer of Intel, in the same club as Bedbury. Rather than focusing just on computer chips, they made a shift away from their core PC business and directed their efforts into expanding their deliverables into the consumer products area of things. They made a change in identity, enabling it to become a singular brand that could hold all their other venerable ventures. Intel didn’t wear blinders. Instead, they saw the threat from their major rival AMD and the newcomer Sam-sung, and moved aggressively ahead and changed the ingredient brand Intel Inside to a master brand with a new logo and the tagline “Leap Ahead”. INTEL - Master branding
- 18. Pitfall No. 5: Don’t Let Outsiders Do Your Job
- 19. Accenture is the new name for Andersen Consulting. Anderson suffered legal issues and the company was tasked to create a new identity. Fast. Ending up being the most expensive branding project ever due to the timeline. Accenture took a combined approach to rebuilding their brand by using: Strong internal resources and commitment, advice from brand consultants or knowledgeable individuals, like professors, and the use of excellent advertisement specialists. They created a successful brand because they repositioned the firm in the marketplace to better reflect its new vision and strategy to become a market maker, architect and builder of the new economy by executing a new business strategy and refocusing its capabilities BRAND BUILDING
- 21. TANGGUNG JAWAB SOSIAL PERUSAHAAN Brand masa depan akan mewakili tidak hanya kualitas produk dan citra yang diinginkan, tetapi juga harus mengindikasikan adanya hal yang bermanfaat dari perusahaan yang berada di balik brand. “ HAL BESAR BERIKUTNYA DALAM BRAND ADALAH TANGGUNG JAWAB SOSIAL”
- 22. TANGGUNG JAWAB SOSIAL PERUSAHAAN Cara mengekspresikan tanggung jawab sosial perusahaan adalah: 1. Promosi suatu ide/tujuan mulia 2. Marketing yang terkait dengan tujuan mulia 3. Marketing sosial korporat 4. Kesukarelaan komunitas 5. Filantropi korporat 6. Praktik bisnis tanggung jawab korporat secara sosial
- 23. BRANDING DI CHINA Tekanan persaingan pasar di dalam China terus menekan harga, menekankan pentingnya produk dengan brand yang menjadi lebih menguntungkan dibandingkan produk yang hanya OEM. Persaingan di luar negeri juga memberikan tekanan yang sangat besar terhadap perusahaan untuk terus-menerus meningkatkan kualitas dan melakukan inovasi, sehingga beralih dari citra sebagai produsen barang murah.
- 24. BRANDING DI CHINA - GRUP GALANZ Faktor sukses utama model ini adalah: 1. Memimpin di sektor biaya dan kualitas 2. Kemampuan untuk mendukung sejumlah customer global 3. Memperoleh teknologi dan kemampuan yang diperlukan Galanz Grup Co. Ltd., merupakan contoh globalisasi melalui strategi OEM, yang memungkinkan untuk membangun skala dengan cepat tanpa adanya keharusan untuk menyesuaikan investasi dalam marketing.
- 25. BRANDING DI CHINA - HAIER Pendekatan branding global Haier adalah mengembangkan reputasi brand domestik. Haier yang kuat ke dunia barat dengan memperkenalkan produk inovatif untuk ceruk pasar consumer dan kemudian berekspansi menjadi salah satu yang terbesar. Strategi yang tinggi yang berasal dari penjualan brand, alih-alih melambat karena dianggap sebagai pemasok berharga murah untuk perusahaan barat.
- 26. BRANDING DI CHINA - KASUS TTI DAN TCL TTI dan TCL memasuki pasar selangkah demi selangkah dengan membeli bagian dari perusahaan melalui merger dan akuisisi. Target yang tepat adalah perusahaan dengan aset yang bernilai (brand, basis customer, teknologi, atau hubungan) serta produk yang menjadi terlalu mahal.
- 27. DESAIN DAN BRANDING Bahasa desain dan identitas brand perusahaan berjalan bersama. Brand berbicara kepada pikiran dan hati, sedangkan identitas brand berwujud dan menarik kepekaan. Identitas brand adalah ekspresi visual dan verbal suatu brand.
- 28. DESAIN DAN BRANDING Langkah-langkah mendesain identitas brand melalui metode Alina Wheeler adalah: 1. Riset dan analisis 2. Strategi brand 3. Konsep desain 4. Ekspresi brand
- 29. LOVEMARKS DAN KEPEMIMPINAN BRAND Brand yang telah dikelola untuk mencapai tidak sekedar pengakuan dan loyalitas brand. Customer mereka “memperhatikan mereka” dan telah menginternalisasikan brand.
- 30. THANK YOU lia s. Associates