Branding & Positioning

Additional contents
Additional Contents

Branding Positioning

Brand image

Brand equity Positioning types

Brand Loyalty Brand perceptual Map

Enhancing brand
Why brand is important?
Brand has power to create;
Awareness in consumer mind that represent the differentiate of
product, service and organization (Just like a trademark in consumers
perception)
Image of uniqueness and make distinguish from competitors
Preference for your product/service
Brand equity
Brand loyalty
Increase participation and market share
Leads to increase revenue and satisfaction of stakeholder (Major
objective of business)
 Brand image
A connection with the
consumer minds of customers
and others stakeholder that
make the differentiate the
brand and create competitive
superiority (Keller & Lehman,
2006)

Source: Keller, K. L, & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
 Brand identity: the physical, outward
Brand Equity: a measure of the total
manifestation or appearing of a brand
value of a brand. It is an intangible value
that consumer give to the brand rather
than from the product or services itself.
Brand equity: it value of having well know brand name that base on the well know
brand can generate more money from the product that unknown-brand, as the
consumer believe that a product with well known brand is better than less well-
known brand
Brand Awareness:
related to the strength
of the brand in
memory of consumer
that be able to identify
the logo, slogan,
character, packaging
or other brand
element under the
different conditions. It
related to brand
recognition and brand
recall
Benefits of building brand brand equity

Loyalty (How
committed are
they to you?)

Market share (How much do you own?)

Preference (Do they want to buy your product?)

Image (what do they think of you?)

Awareness (Do they know of you?)

Brand Loyalty
Brand Loyalty: The degree to which a consumer consistently buy
the same brand within a product class (repurchase same
brands overtimes) (American Marketing Association, 2011)
Levels of Loyalty: Is
consumer committed to
brand?

- Hard-core loyal buy all the

time

- Split loyal loyal for two or

three brands

- Shifting loyal move from

one brand to another

- Switchers no loyalty
- Looking for bargain (Deal-prone)

- Looking for something different

(Vanity prone)
Types of traditional customer loyalty
No loyalty
Not loyal to any brand
Usually small cohort

Inertia loyalty
Pattern spending and convenience
Very compelling and easy to disrupt
E.G. Family buying the same brand of bread, however, if brand is not available and new brand exist instead,
the consumer may easy to switch and loyal to another brand

Latent loyalty
Might not purchase often, but at time to purchase they will think about particular brand
E.G. Toyota family, Ford Family

Premium loyalty
Customers who purchase often from a brand
How to enhance the brand?
Broadening distribution
Brand extensions/flanker brand
Co branding
Ingredient branding
Ingredient branding: marketing strategy that ingredient of a
product/service is pulled into the spotlight with one finished product

e.g. intel inside in computer Asus, Android in Samsung

Positioning
Positioning types
Category positioning
Pre-emptive positioning
Unique product positioning
Image positioning
Benefit positioning
Brand perceptual map
Brand perceptual map
Diagram that show the positioning of product/service that compare
with competitor in perceptions of customer, potential customer or
company
Positioning strategies
Positioning by;
Attribute of product (associate the product with specific attribute(s)
Price and quality
Respect to a competitor/ product class
Brand perceptual map