Event Management

Advance Business
Functions
Program Sarjana Ilmu Komunikasi, Universitas Gunadarma
1
Event Management
Learning Outcomes
Pada akhir pertemuan ini,
diharapkan mahasiswa dapat
memahami secara spesifik
advance business functions
Event Management
3
Business Intelligence
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Branding and trademarks are
keys to success in business
and in the global market

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YESTERDAYS OPERATION:
- Technology Brands
- E-mails Campaigns
- PR in place of advertising
- Viral Marketing

TODAY:
- Lifestyle Brand
- Authenticity Marketing
- Product Placement
- Viral Marketing
- Brand Culture

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What is Branding

Branding -- is the process by which the name
or the identify of an owner, a
company/enterprise or organization, is
communicated.
Branding allows a company to differentiate
its products and services from the
competition by creating a bond with its
customers. It aims to create customer
loyalty.
This way, a company takes a position in the
marketplace.

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SUCCESSFUL BRANDING
Developing a brand is part of every strategic
business plan
Target what customers care about: articulate
precise values and qualities that are relevant and
of direct interest
Emphasize features that are both important to
consumer and quite differentiated from
competitors
Communicate constant innovating brand image
at all levels of operation




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Trademark Forever
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1. menurut ANDA apakah perlu
memiliki trademark??
2. kapan ANDA merasa harus memiliki
trademark??
Latihan Individu 1
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10 Points about
TRADEMARKS

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10 POINTS ABOUT TRADEMARKS
1. Product or service Image (Identity)
2. Distinguish goods or services among others
3. Play a pivotal role in the branding/marketing Strategy 4.
Can be extended to any country
5. Defines a certain image - builds a reputation
6. Is a marketing tool - enabling licensing & franchising
7. Is a valuable IP business asset
8. Encourage companies to invest, maintain
and improve product quality
9. Once protected, are useful for obtaining financing
10. Can be put in the stock exchange
Before launching a trademark - key to success is CLEARANCE
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A TRADEMARK IS MADE OF :

Any Distinctive Words, Letters, Numerals,
Pictures, Shapes, Colors, Logotypes, Labels
Examples:
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Less traditional forms
Single colors (Louis Vuitton)

Three-dimensional signs
(shapes of products
or packaging)

Audible signs (sounds)

Olfactory signs (perfume)

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Types of Trademarks?

Trade marks: to distinguish goods
Service marks: to distinguish services
Collective marks: to distinguish goods or services by
members of an association
Certification marks

Well-known marks: benefit from stronger protection
Tradename (Brand name)

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The Value of Trademarks
Global Brand Scoreboard 2012

1. Coca-cola 6. GE
2. Apple 7. Mc Donals
3. IBM 8. Intel
4. Google 9. Samsung
5. Microsoft 10. Toyota

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The Value of Trademarks
Global Brand Scoreboard 2013

1. Apple 6. GE
2. Google 7. Mc Donals
3. Coca-cola 8. Samsung
4. IBM 9. Intel
5. Microsoft 10. Toyota

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3. bagaimana cara ANDA mengatasi
jika trademark tidak gampang
dikenal konsumen??
4. trademark seperti apa yang akan
ANDA miliki??
Latihan Individu 2
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How to do Special Events
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How to do Special Events
Choose something your
kids will LOVE
Find a date that works
Complete template with
ALL details
Send template to Master
Calendar
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How to do Special Events
Choose something your
kids will LOVE
We dont need idea-givers
We need doers

Think of what YOU would LOVE
TO DO

If you want it to happen
Make it happen
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How to do Special Events
Find a date that works
Check the APS Calendar
in the Member Login
section of the APS
Website.

Once you find a date that
works, enter it in the APS
Special Events Template
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How to do Special Events
Complete template with
ALL details
Event Date and Day:
Event Title:
Event Time:
Include this event with coupons for:
Double-click box then mark checked
q Sept q Jan
q Nov q Jun
q Apr



Event Location:
Event Address:
Event Phone:
Event Staff Info:
Event OPEN TO:
Contact Name: (Send Coupon To)
Contact Phone:
Contact Address:
Contact E-mail:
Coupon Deadline:

Amt APS is Charged:
Cost:
Misc Info:
Event Description:

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How to do Special Events
Complete template with
ALL details
Amt APS is Charged:

Cost:
COST is what will be printed on the coupon.
This amount should be greater than
Amt APS is Charged.
Once published we DO NOT change it.
If Cost on coupon differs for adult /child enter all;
i.e. Adult $5.00;
Child (5-12 yr.) $3.00;
Child (1 - 4 yr.) FREE
Misc Info:

Event Description:
This is what is published on the COUPON
Please follow the standard format:
Date / Day / Time / Cost / Loc at left
Bold Title
Brief, upbeat description
Send Coupon, SASE, Payment to
Amt APS is Charged:
Cost:
Misc Info:
Event Description:

09/15/06 Fri
Time: 8:45am
Grades: All
Cost: Free
LOS ANGELES COUNTY FAIR: Lets go to the L. A. County Fair! Check out animals, science, history,
ecology, art, physics, culture and transportation. This is very educational and FUN! APS families must
enter together and wear name tags to get in FREE. This event is open to all family members. Once
inside families can separate or join each other for a fun-filled day! PLEASE NOTE: Coupon Deadline
is Orientation. Please DO NOT put the coupon into the ANDRUS APS mailbox at Orientation.
Send coupon and SASE to: Mary Smith 9999 Kemper Ave., Valencia, CA 91355 by 09/09/11.
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How to do Special Events
Send template to The APS
Office
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Special Event
Special Event
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Special Event
Special Event
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Product
launches
Product
launches
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Product Launches, Why Does It Matter?
New
innovations
Increased
Competition
More,
Complex
Products
More channels
Less time to
sell
Eroding Margins
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Why Launches Can Make You Crazy
(educate, announce,
certify,)
(Web, CD, face-face
PDA, Document)
(presentation, web cast,
press releases, demos,..)
Multiple
Objectives
Multiple
Tools
Multiple Delivery
Options
(Customers, sales, resellers,
distributors, integrators)
Multiple
Audiences
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