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MM6016 BRANDING AND MARKETING COMMUNICATION

BRANDING STRATEGY. MM6016 BRANDING AND MARKETING COMMUNICATION. Master of Business Administration School of Business and Management Institut Teknologi Bandung. What is Strategy?. Creation of unique and valuable position, involving different set of activities

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MM6016 BRANDING AND MARKETING COMMUNICATION

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  1. BRANDING STRATEGY MM6016BRANDING AND MARKETING COMMUNICATION Master of Business Administration School of Business and Management Institut Teknologi Bandung

  2. What is Strategy? • Creation of unique and valuable position, involving different set of activities • Requires trade offs in competing – choosing what to do and what not to do • Involves creating fit with company’s activities Michael E. Porter (2000), What is Strategy? Harvard Business Review

  3. Branding Strategy Deciding what a company should do and should not do in building the equity of a brand so that it will fit the company’s branding objectives and overall activities of the company

  4. Branding Strategy from An Extended BVC Perspective Competitors’ Extended Network Branding Context The Focal Company’s Extended Network Competition Brand Market Performance Brand Equity Branding Strategy & Investment Market

  5. Branding Strategy Steps http://saudiasahi.com/images/strategy-overview.jpg

  6. Results of Situation Assessment • Brand awareness problems: • Brand is not recognized • Brand is not Top of Mind • Brand Association problems: • Weak association • Missing association • Unclear association • Too much association • Perceived quality problems: • Bad quality • Inconsistent quality • Lower quality compared to competitors • Quality does not meet standard • Lack of important quality aspect • Brand loyalty problems: • Attitudinal loyalty problem: e.g. Lack of net promoters • Behavioral loyalty problem: e.g. Few repeat buyers

  7. Brand Awareness Problems Try yourself with the following brands: • Mega Net • Arke • Atari Try to mention some brands under the following categories: • Energy drinks • Sneaker • Emergency light

  8. Brand Association Problems

  9. Sunsilk Co-Creation Respondents’ Perceptions Source: Anjani, A.H., 2011. ANALYSING INFLUENCE OF SUNSILK CO-CREATION TOWARD PERCEPTION OF SUNSILK IN BANDUNG, Undergraduate Final Project, School of Business and Management, Institute of Technology Bandung

  10. Panther’s key Brand associations Toyota’s much wider key Brand associations

  11. Panther is strong in: DISTRIBUTION & SERVICE While weak in: PRODUCT & PROMOTION Perceived Quality Problems

  12. Brand Loyalty Problem Brand loyalty is relatively lower than average 12

  13. Branding Strategy Alternatives • Single brand strategy: • Brand revitalization • Expanding brand awareness • Brand elements redesign • New and completely different usage of brand • Brand repositioning • Brand reinforcement • Brand fortification • Brand leveraging • Multiple brand strategy • Brand extension • New brand/brand portfolio strategy

  14. When to Use Branding Strategy? • Case 1: Kartu Halo • Case 2: Orchid Ecotel • Case 3: McDonald’s McCafe Initiative

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