Brand
Strategy
#1
Company
Customer 4C Diamond Competitor
Source : Markplus Inc.
Change
#2 INTERNAL
Strength Weakness
S W
O T
Opportunity Threat
EXTERNAL
How? M arketing Mix
products price place promotion
What are the best How much should I How to distribute it How can we excite
product/service sell it to the using the best our consumer so
that relevant for consumer, so they channel to our they want to buy
our consumer? want to buy? consumer? our product?
W hy do we need a ‘brand’???
Meaning Brand Experiences
What’s in it for me? How it can excite me?
Brand Equity
Marketing terms that describes a brand value.
That value is determined by consumers perception
of and experiences with the brand.
If people think highly about the brand, it has a
positive brand equity.
#RintisKarirImpian
The elements.
Brand Brand Perceived Brand Brand
Awareness Association Quality Loyalty Asset
Do they know What words that Do they Do they want to Are they able to
your brand? come into your satisfled with repurchase and distinguish us
mind when you the experiences told about us to compared to
hear the brand? we give them? their friends? others?
How Brands help business grow
Physical Mental
Availability Availability
Can I easily find your Can I remember you
products/Services when I want to
in the market? buy/download?
“Supermarket Test”
#RintisKarirImpian
EMOTION ARE DRIVEN BY INSIGHT
Why people do what they are doing.
A deep understanding of a person or thing
#RintisKarirImpian
INSIGHT IS NOT A PROBLEM
GREAT BRANDING START FROM INSIGHT
Shortage of quality,affordable hotel Tourist travel sucks, I wish I could
accomodation in cities get under the skin of a country.
PROBLEM INSIGHT
Rent someone else’s home for your Travel like a local, like you belong in
trip. It’s cheap and convenient. that place
SOLUTION POSITIONING
FACT OBSERVATION INSIGHT
People post Post it during lunch time Only like from your
photo to get like. or any special moments. crush matter the most.
Men love to Usually,they give roses Roses is a sign of
gives flower. to their loved ones. “kemapanan”
A GOOD INSIGHT..
Has a clear tension in it
Is not what a consumer does but what drives them to do it.
Answer the question “why?” not “what?”
Creates a reason for the brand to play a role in your life.
How to find an insight?
W H Y,W H Y,W H Y,W H Y,WHY
(5 W H Y’S METHOD)
“Gue belum mau pakai Bibit/Stockbit”
Why?
“Gue gak mau berinvestasi”
Why?
“Gue gak bisa liat untungnya sekarang”
Why?
“Apa jaminannya di masa depan akan untung?”
Why?
“Gue takut rugi”
Why?
“Kerja keras sia-sia, duit gue malah hilang”
Know what you stands for is a start..
Tips when building your Brand Positioning..
1. MAKE SURE THE PRODUCT BENEFIT STRONGLY HIGHLIGHTED.
2. NAIL O N THE PROBLEMS/TENSION THAT YOUR CO N S U M E R FACING.
3. BE RIGID YET FLEXIBLE.
4. LISTEN TO YOUR CONSUMER, NOT YOUR VOICE.
5. DYOR (DO YOUR OW N RESEARCH)
Thank
You!
#RintisKarirImpian
Mini
Task
Silahkan pilih satu brand yang teman-teman ketahui atau menggunakan brand sendiri,
lalu mulailah menganalisa Brand Strategy nya
CONTOH
To (Consumer).....
Your brand is (Category).....
That is the (Benefit).....
That’s Because (Support Point)…..
