Marketing Brand Strategy

Definition of Brands 

According to Kotler & Keller (2007: 333) states that the American Marketing Association defines a brand as a name, term, sign, symbol or design or a combination of all of them, intended to identify the goods or services of the seller or seller group and to differentiate them from competing goods or services.

Examples of brand names: nintendo, aqua, brick, rinso, kfc, acer, windows, toyota, zyrex, sugus, gery, good, mister baso, gucci, c59, etc. Examples of mark (symbol): picture or wing symbols on Honda motorbikes, window images on windows, pictures of horse carts on California Fried Chicken (CFC), symbols of bearded parents on the brand of parents (ot) and Tashucky friend chicken (KFC), symbols of green circles on Sony Ericsson, and many other examples. we can meet in everyday life.

Types and Kinds of Brands

1. Manufacturer Brand

Manufacturer brand or company brand is a brand owned by a company that produces products or services. Examples such as soffel, capilanos, ultraflu, so clin, philips, tessa, benq, faster, Nintendo wii, vit, vitacharm, vitacimin, and others.

2. Private brand or private brand

• Private brands are brands owned by distributors or traders of products or services such as zyrex ubud who sell cloud everex laptops, giant hypermarkets that sell giant brands of cotton, carrefour that sell electronic products with bluesky brands, supermarket heroes that sell sugar with brands hero, and so on.
• There are also generic products which are products or services that are marketed without using a brand or identity that distinguishes other products from both producers and traders. Examples such as vegetables, bulk cooking oil, rubbing ash, fruits, bulk sugar, flowers, plants, and so forth.

Brand / Brand Strategy

Manufacturers, distributors or retailers can carry out the brand strategy as follows:

1. Individual Branding / Individual Brands

Individual branding is to give different brands to new products such as surf detergent and rhino from Unilever to target different market segments as well as wings producing detergent in So Klin brands and in different market segments.

2. Family Branding / Family Brand

Family branding is giving the same brand to a number of products by reasoning with brands that are already available and known by the community. An example of a family of branding is like the gery brand which is a group from Garudafood that produces many different products with major brands such as Gery Saluut, Gery Soes, Gery Toya Toya, etc. Other examples, for example, are Suzuki motorbikes that emit Suzuki Smash motorcycle variants, Suzuki Sky Wave, Suzuki Spin, Suzuki Thunder, Suzuki Arashi, Suzuki Shodun, Suzuki Satria, and Rexona.

Individual Branding and family branding

Build and Measure Equality

• Brand brand equity (brand equity) is the added value given to products and services. Customer-based brand equity is the differential influence that brand knowledge has on consumers' responses to the brand's marketing.
• The principle of the customer-based brand equity model is that brand strength lies in what customers see, read, hear, learn, think and feel about the brand all the time

There are three key ingredients for customer-based brand equity

1.  Brand equity arises due to differences in consumer response. If there is no difference, in essence the brand name product is a commodity or a generic version of the product.
2.  The difference in response is the result of consumer knowledge about the brand. Brand knowledge consists of all thoughts, feelings, images, experiences, beliefs, and others related to the brand.
3.  The differential response from consumers that shapes brand equity is reflected in perceptions, preferences, and behaviors related to all aspects of brand marketing

Build brand equity

• Marketers build brand equity by creating the right brand knowledge structure for the right consumer. This process depends on all contacts related to the brand - whether done by marketers or not. However, from the perspective of marketing management there are 3 main sets of brand equity drivers:
• Initial choice for brand elements or identities that make up the brand (brand name, URL, logo, symbol, character, spokesperson, slogan, song, packaging and billboard).
• Products and services and all marketing activities and marketing programs, accompanying supporters.
• Other associations are given indirectly to the brand by connecting the brand with several other entities (people, places or goods).

Six main criteria for selecting brand elements

• It can be remembered, how easily brand elements are remembered and recognized.
• Means, whether the brand element is credible and indicates the category associated with it. Does the brand element imply something about the product material or the type of person who might use the brand.
• Can be liked, how attractive brand aesthetics. Can the brand elements be liked visually, verbally, and other ways. Concrete brand names.
• Can be transferred, whether brand elements can be used to introduce new products in the same or different categories. Does the brand element add to brand equity across geographical boundaries and market segments.
• Can be adjusted, how easily the brand elements can be adjusted and updated.
• Can be protected, how easily the brand elements can be protected by law. How easily brand elements can be protected competitively.

Measuring brand equity

Because brand strength lies in the minds of consumers and the way brands change consumer responses to marketing, there are two basic approaches to measuring brand equity:

1. The approach is not straightforward. Assess potential brand equity by identifying and tracking consumer brand knowledge structures.
2. Direct approach. Assess the actual impact of brand knowledge on consumer responses to various aspects of marketing.

Both of these general approaches complement each other, and marketers can define both. In other words, so that brand equity can carry out useful strategic functions and guide marketing decisions, marketers must truly understand:

• The source of brand equity and how the source affects the expected results.
• What if these sources and results change with the nets during the audit.

Brand Value Chain

Brand value chain is a structured approach to assessing the sources and results of brand equity and the way in which marketing activities create brand value. The Brand Value Chain is based on several premises, namely:

1. The process of creating brand value is assumed to begin when a company invests in a marketing program that targets actual or potential customers. Every marketing program investment that can be attributed to the development of brand value, intentionally or not, is divided into these categories, namely product research, development, and design: trade support or intermediaries; and marketing communication.
2. The customer's mind is assumed to change due to this marketing program. It is assumed because it can affect the way the brand performs in the market through the collective impact of individual customers in deciding how much to buy and when, how much they will pay, and so on.
3. The investment community considers market performance and other factors such as replacement costs and purchase prices to arrive at a general valuation of shareholder value and brand value in particular.

The three multiplier groups make it easy to move between marketing programs and the three stages of sequential values are:

• Program Multiplier is to determine the ability of the marketing program to influence the customer's mindset and is a function of the quality of the investment program
• Customer multiplier is to determine the extent to which the value created in the customer's mind affects market performance.
• Market multiplier, which determines the extent to which the value displayed by the market performance of a brand is manifested in shareholder value.

Branding strategy

the company reflects the number and type of both general and unique brand elements that the company applies to the products it sells. Deciding how to set a brand new product is very important. When a company introduces a new product, the company has 3 main choices:

1. The company can develop new brand elements for new products.
2. The company can apply several elements of their existing brands.
3. Companies can use a combination of brand new and existing elements.

Brand Equity

This brand equity has five categories, namely:

1. Brand Loyalty (Brand Loyalty) This reflects how a consumer switches to another product if there are price changes or changes in product elements.
2. Brand awareness is the ability of consumers to recognize or recall a brand.
3. Impression of quality (Perceived Quality) Impression of quality can be defined as customer perceptions of the overall quality or superiority of a product or service related to the intended purpose.
4. Brand association (Brand Associations) Brand associations are all things related to brand memories. The association does not only exist but also has a level of strength. Linkages to a brand will be stronger if it is based on a lot of experience or sightings to communicate it.
5. Other brand assets (Other Proprietary Brand Assets)

Brand Equity Management

Effective brand management is a long-term action

1. Brand Strengthening: Wrigley's, Coca Cola, Heinz

• Products, benefits and fulfillment of needs
• How brands make products superior

2. Revitalization of the Brand: Harley Davidson, Mountain Dew, Cadillac

• Position changes because of changes in the tastes and preferences of consumers, competitors and new technologies, and other developments
• An example of the strength of a brand equity is Sampoerna, in 2008 PT. Philip Morris bought PT. HM Sampoerna for US $ 4 billion even though Sampoerna's assets were only US $ 1 billion. Such a large purchase is due to the brand quality of Sampoerna. When the industry was hit by the campaign of the dangers of smoking, Sampoerna issued products with the A-mild brand with claims of low nicotine cigarettes that were accepted by the community and with the character identity of the advertisement "Not Basi" which was a jingle that was remembered by everyone, until now. The decision to buy Sampoerna by Philip Moris was realized as a strategy to enter the Indonesian market share that was not too strict in the regulation of cigarette problems and rather than making a new brand that requires substantial costs and is not necessarily successful.

Develop and Position Positioning Strategies

1. All marketing strategies are based on STP (Segmentation, Targeting, Positioning).
2. Positioning is the act of designing the company's offer and image in order to get a special place in the mind of the target market. The aim is to put the brand in the minds of consumers to maximize the potential benefits for the company.
3. Good brand positioning helps guide the marketing strategy by clarifying the essence of the brand, what goals can be achieved by the customer with the help of the brand, and how the brand operates uniquely.

Elements of brand equity according to David Aaker (1991,1995)

1. Brands awareness, namely the ability of consumers to recognize or remember that a brand is a member of a particular product category.
2. Perceived Quality, is a consumer assessment of the superiority or superiority of the product as a whole. Therefore, perceived quality is based on consumers' subjective evaluation of product quality.
3. Brand Associations, namely everything related to memory of a brand. Brand association is closely related to brand image, which is defined as a series of brand associations with certain meanings. Brand associations have a certain level of strength and will be strengthened as the consumption experience or exposure of certain brands increases.
4. Brand loyalty, namely the attachment that a customer has to a brand "(Aaker, 1991, p.39).

Keller proposed a four-step process in developing brand equity:

1. Arrange a permanent brand identity
2. Creating the appropriate brand meaning
3. Stimulate the expected brand response, and
4. Establish brand relationships that remain with customers

In other words, these four steps reflect 4 fundamental questions, namely:

• Who are you? Brand identity
• What are you? (brand meaning)
• What about you? what do I think or feel about you? (brand response)
• What about you and me? What kind of association and how much of a connection would I like to have with you? (brand relations)

Brand development strategy

Brand Extension

This brand development strategy uses a brand name that is already known by consumers to launch new products or modified products in the new product category.

Example: Lifebouy bath soap brand that expands its brand in the shampoo product category

Multibrand / Many Brands

This brand development strategy launches many brands in one type of the same product category.

Example: PT Unilever Indonesia Tbk has three brands for the category of bath soap products, namely Lux, Lifebouy, and Dove.

New Brand / Brand New

This brand development strategy uses a brand that is truly new to the company's new product launch.

Example: PT Coca-Cola launches the Freshtea brand for the company's new product drinks, namely bottled tea with the aroma of jasmine flowers.

Brand Resonance Model

Excellence in brand expansion

The two main advantages of brand extension are

1. Increase the chances of success of new products
2. Effect of positive feedback

Lack of brand expansion

line expansion can cause brand names not to be too strong to be identified with any product, also that the company misses the opportunity to create a new brand with its own unique image and quality.

BRAND PORTFOLIO

brand portfolio is (brand portfolio) is a collection of all brands and brand lines offered by certain companies to be sold in one particular category or market segment.

Some reasons for introducing various brands in one category:

• Increase the presence on the shelf and the dependency of retailers in the store
• Attract diversity seekers who might be able to switch to other brands
• Increase internal competition within the company d. achieving economies of scale in advertising, sales, trade and physical distribution.

Brands can also play a number of special roles as part of a portfolio:

• Flanker (brawler brand)
• Cash cow
• Beginner level lower class
• Upscale prestige