1. TheEconomist
Brands and Branding.
Rita Clifton and JohnSimmons
Andina Devita
Lusiyanti
Steven Lowan
Universitas Tarumanagara – Magister Management

2. What is Brand ?
TomBlackett
Ancient and modern
The Oxford Dictionary of current English
(1934) :
“Brand, a piece of burning or smouldering
wood, torch, sword, poet, iron stamp used
to leave an indelible mark, mark left by it
stigma, trade mark particular kind of
goods”

4. Element of Brand
Intrinsically Striking

5. Element of Brand
Creating an indelible impression

6. Brand as Business Asset
• The value to business of owning strong
brand is incontestable.

7. Corporate Branding
Refers to the practice of promoting the brand name of a
corporate entity, as opposed to specific products or services.

8. Services Branding
Service brands are about people. Brand owner need to
ensure that they deliver high quality services and
delivered with a genuine commitment to customer
satisfaction.

9. Guidelines for Good Brand Management
Protect your brand
Honor your
stakeholders
Treat your brand as an
investment, not a cost
Exploit the financial
potential of your
brand
Understand that
successful brand
management now
days is a complex task.

10. Brand Valuation
JanLindemann
“if this business were split up, I
would give you the land and bricks
and mortar and i would take the
brands and trade marks, and i
would fare better than you”
(John Stuart, 1900)

11. Evidence of Brand Value

12. Approached to Brand Valuation
Research -
based
• Awareness
• Knowledge
• Familiarity
• Relevance
• Specific Image Attributes
• Purchase consideration
• Preference
• Satisfaction
• Recommendation
Financially
driven
• Cost-based approaches
• Comparable
• Premium price
• Economic use

13. The Social Value of Brand
Steve Hilton

14. Brand and Socially Beneficial Innovation

15. Brand and Consumer Protection

16. Brand Pressure for Corporate Social
Responsibility (CSR)

17. Brands and Corporate Social Leadership
Harnessing the cultural power of brands for
positive social
Harnessing innovation for social gain
Applying brand power to the urgent task of
spreading the benefits of globalisation.
Social brand

18. What Makes Brands Great
ChuckBrymer

19. What Makes Brands Great
Leading brands have :
• Consistency in delivering on their
promise
• Superior products and processes
• Distinctive positioning and customer
experience
• Alignment of internal and external
commitment to the brand
• An ability to stay relevant

20. What Makes Brands Leader LoseTheir Way
The most common cause of lost
leadership is taking the brand for
granted.
This can happened when the brand
owners treat the asset as a cash cow.

21. Recovering Lost Ground
According to Jim Collins, to build a great
company you need to have a strong set of core
values that you never compromise.
If you are not willing to sacrifice your profits, if
you’re not willing to endure the pain for those
values, then you will not build a great company.
Brands that lose direction often do so because
they depart from their core values.

22. Brand-Building Skills
3 primary tasks :
Embody the brand itself.
Understand the underliying sources of
brand value and protect and build on
them.
Continually search out what makes the
brand unique.

23. Brand Positioning and Brand Creation
AnneBahrThompson
Positioning starts with a product. A
merchandise, a service, an institution,
or even a person. But positioning is not
what you do to a product. Positioning is
what you do to the mind of the
prospect.

24. Brand Positioning
Almost every strong brand
begins with a great idea, and
for it to succeed it needs to
have great positioning.

25. Now Everyone Can Fly
Fashion Never Sleeps, So Neither Do We
Brand Positioning Examples

26. Core Idea for Positioning
1. Relevance 2. Differentiation

27. Core Idea for Positioning
3. Credibility 4. Stretch

28. Reflecting Brand Positioning in the Name
First face of the brands is its name.
It works in tandem with the brand identity
and broader communications.

29. Spectrum for Generating & Considering
Brands Names
Descriptive

30. Spectrum for Generating & Considering
Brands Names
Associative

31. Spectrum for Generating & Considering
Brands Names
Abstract

32. Brand Architecture Structures
Masterbrand
There is one unified brand name known to consumers
The brand name covers more than one category
Products align with the brand position of the corporate name
and typically don’t have their own brand names

33. Brand Architecture Structures
Overbrand
The corporate brand is hidden
One name is assigned to one product along with a single
positioning
Each new product is a new brand

34. Brand Architecture Structures
Endorsed Brand
The company name is well-known and guarantees quality
One name is assigned to one product along with a single
positioning
Each new product is a new brand

35. Brand Architecture Structures
Freestanding Brand
The company name is well-known and guarantees quality
The company name takes a backseat position
Products are the heroes
Both the source brand and product brands have unique, but
aligning positions

36. Brand Experience
ShaunSmith
Delivering the promise your brand makes may not be easy
but it is very satisfying.

37. What Drives Customer Loyalty?
Product
Price
Promotion
Place
People

38. Holistic View of a Brand
Customer spend, retention and their
willingness to recommend the brand to
others were all influenced by strength of the
relationship.
Trust
Commitment
Alligment and mutuality

39. The Brand Management Iceberg
Proposition
People
Processes
Products

40. The Brand Management Iceberg
Clear Proposition
Successful brands begin with a clear
proposition.

41. The Brand Management Iceberg
People
Since we first opened our
doors in 1955, people have
been coming to McDonald’s
for a job – and discovering so
much more.
From the start, we've been
committed to doing the right
thing. And we've got the
policies, programs and
practices in place that allow us
to use our size and scope to
help make a difference.
Because what's good for us, is
good for us all.

42. The Brand Management Iceberg
Process Product
Cari tiket murah &
promo secara online
dengan cepat dan
mudah di sini!

43. Visual and Verbal Identity
TonyAllenandJohnSimmons
Visual identity
A component in branding – the part
you see, obviously.
Logotypes, ex.
Symbols,ex.
Colour, ex.
Typefaces,ex.

44. Visual and Verbal Identity
Brand language is a part of verbal
brand identity, includes taglines, voice,
and tone.
Think different

45. Verbal Identity

46. Brand Communication
PaulFeldwick
Everything a brand does is
communication.
Brand & advertising have evolved
together.
Brand communication :
- above the line
- below the line.

47. How Communication Build a
Brand?

48. Evaluating Brand Communication
Types of measurable outcomes of brand
communication :
effect on sales or business
consumer responses
Consumer responses include reactions to
the advertising itself – recall, liking – and
attitudes to the brand.

49. How Do Brand Influence Behavior?
By creating information

50. How Do Brand Influence Behavior?
By Creating Awareness, Fame, Familiarity, or
“Salience”

51. How Do Brand Influence Behavior?
By Creating Involvement

52. How Do Brand Influence Behavior?
By Creating Associations that will Influence
Behaviour

53. Integration
Effective brand communications can be
integrated in 3 different ways :
1. Functional integration
2. Brand integration
3. Thematic integration

54. How Do Brand Influence Behavior?
Digital and Analog Communication

55. The Public RelationPerspectiveof Branding
DeborahBowker
The internal & external message about
a brand should related to :
Values
Behaviors
Positioning
Identity

56. The Linkage with Performance and
Reputation
High performance organizations share
certain characteristics at every location and
level :
Focus
Unity of purpose
Energy
Agility
Learning
Identity

57. Perceptions of Reputation Drivers
Quality of management
Quality of products & services
Innovativeness
Value as long-term investment
Soundness of financial position
Wise use of corporate assets
Ability to attract, develop and keep talented
people
Responsibility to the community and / or
environment

58. Brand-owning Organizations
Brand-owning organizations that are highly
regarded share certain things :
Leadership
Pride
Innovation
Long-term view
Citizenship
Talent

59. Brand and Performance : Unilever
The company believe that agility, innovation and a focus on
sustainable growth are key of success.
Focus on values and growth at every level is working well.

60. Brand and Reputation : Coca-Cola
Coca-cola faces a number of challenges to its
reputation.
Obesity
No overt marketing to children under 12.
No sponsored program in schools.

61. The Brand is the Corporation
To get the most value out of a brand, it must be :
defined by behaviors that will bring the brand to
life
interconnected with elements driving
organizational performance
recognized by leadership as a source of strategic
focus
launched internally with a sustaining plan
reinforced by PR efforts in times of crisis or
celebration.

62. Coca-Cola : in celebration of
a Promise
Association with a world of sports.

63. Coca-Cola : in celebration of
a Promise
Through PR, highlighting innovation in connection
with new products, techniques and technologies.

64. Coca-Cola : in celebration of
a Promise
Forming alliances with those who seek solutions
to environmental challenges.

65. Brand Protection
AllanPoulter
Ways to maintain the brand? We should …
1. To identify the features of a business that
serve to distinguish that business from its
competitors.
2. Question the geographical extent or
aspirations of a business.
3. Set the budget to protect the features
that have been identified as important.

66. Trade Marks
The most important weapon in a brand owner’s armoury is a
comprehensive portfolio of trade mark registrations.

67. Copyright
• The law copyright is designed to protect
original works from copying.
• The rights coffered by copyright are more
limited than registered trade mark rights.
• Unlike registered trade mark rights,
Copyright in an artistic or musical work is
of a defined and limited duration.
• Copyright should not be seen as a
substitute for trade mark registration, but
it can provide a useful additional basis for
attacking unauthorized use of visual
marks and sound marks.

68. Registered Designs

69. Domain Names and The Internet
The ownership of a domain name does not of
itself give any rights in the name.
Example :

70. Globalization and Brands
SameenaAhmad
The Case For Brand
Brands are an important indicator of economic
health. At its most basic, a brand is a way for a
product or service to distinguish itself from
another. Brands compete for our attention. To
win it, they must offer us something better than
what went before: a superior product, a lower
price or some intangible attraction such as
exclusivity.

71. What Globalization Can Do For You???
In fighting globalization, its high-minded critics are
opposing the very mechanism that can deliver greater
wealth to the less-developed parts of the globe.
Globalization is a stepping-stone to prosperity.
Countries that open themselves up to trading their
products and ideas freely with other countries raise
everyone’s standard of living. Rich countries are forced
to shift out of manufacturing and build new , more
productive, more advanced industries to make room for
countries that can make goods more cheaply. Poor
countries get a leg up out of poverty, moving their
economies from farming to manufacturing.

72. The Need for Honest Answers
Many marketers are reacting to such pressures
by focusing not on the nuts and bolts of building
brands and margins with product
improvements, high prices and ensuring their
customer base remains loyal, but on
desperately trying to hang on to the customers
they have, tempting them with price cuts, free
offers and loyalty programmes.

73. An AlternativePerspective on Brands:
markets and morals
DeborahDoane
No Logo or Pro Logo
In the sparring between the No Logo and Pro Logo
camps, the awareness of brands has held them up to
more scrutiny than ever before. It is difficult for
global corporations like Nike to evade criticism, even
when they are doing more than their unbranded
counterparts. Consumers can probably put more
trust on branded shoe than a non-branded shoe
from their local store, not just because of better
quality, but also because of the knowledge that Nike
has to ensure higher standards of working
conditions.

74. Social Responsibility and Brand Behavior
Corporate social responsibility has been
the business-led response to the No Logo
critique. CSR policy has become de
rigueur for top companies, which make
statements on everything from
environmental performance to labour
standards.

75. Redefining Brand Value
It is difficult to dispute the economic
importance of brands. Right now, brand
valuation methods such as Interbrand's
focus solely on the economic use of the
brand, with occasional considerations of
things like staff training included in the
equation.

76. Branding Places and Nations
SimonAnholt
Place Branding
A place-brand strategy is a plan for defining the
most realistic, most competitive and most
compelling strategic vision for the country , region
or city; this vision then has to be fulfilled and
communicated. The better strategies recognize that
the principal resource of most places, as well as a
primary determinant of their ‘brand essence’, is as
much the people who live there as the things which
are made and done in the place.

77. The Power of Country of Origin
The most desirable brands in the shops nearly
always come-or appear to come- from the same
places. The country images which so often
guide our buying decisions are so familiar to us
that we accept them pretty much without
hesitation, along with the qualities with which
we believe they endow their products and
services. It is for this reason that a powerful
and appealing national brand is the most
valuable gift that any government can give to
its exporters: it is their “unfair advantage” in
the global marketplace.

78. Hope for Branding
In reality, branding theory and practice have
something of value to offer in virtually any area of
endeavor.
Brand building is one of the great achievements of
the western world, even if it has usually been used
for somewhat trivial ends, merely increasing
wealth where more wealth is least needed. Place
branding is one of the ways in which the discipline
can begin to realize its full potential, providing an
opportunity for marketers to demonstrate that
they have something to contribute above.

79. The Future of Brands
RitaClifton
Future Brand Issues
The most successful technology and
telecommunications brands have already
shown how quickly they can progress if
they read and act on consumer and
business trends in the right way.

80. Thank you