-
8/9/2019 Brand n Packaging (Klmpok 1)
1/18
Branding
And Packing
By : First Team
-
8/9/2019 Brand n Packaging (Klmpok 1)
2/18
2
Our
Speakers
M.
Julian
Dharma W S
-
8/9/2019 Brand n Packaging (Klmpok 1)
3/18
Branding?
Packing?
3
-
8/9/2019 Brand n Packaging (Klmpok 1)
4/18
The roleof brand
4
For consumers
-
8/9/2019 Brand n Packaging (Klmpok 1)
5/18
Brandequity
5
Value added products
and services provided on
-
8/9/2019 Brand n Packaging (Klmpok 1)
6/18
Brand Equity as
a Bridge
~ The qualityof investment in brand building
~ Brand Promise6
A ey !art of brand equity in order to become abrand leader and
an icon:
-
8/9/2019 Brand n Packaging (Klmpok 1)
7/18
o e o ran
Equity
7
Brand AssetAppraiser
Brandz Aker Mde!
Brand "esnance Mde!
# ma$or
com!onents of this model:~ %i&erentiation~ Energy~
'elevance~ (elf)Esteem
~ *no+ledge
The core of this
model is Brand%ynamics
The core of this
model is thedevelo!mentof brandidentity
The
main com!onentsof this model:~ ,irtue brand~ Brand !erformance~
Branding
~ Assessment ofbrand~ Feeling brand~ 'esonance brand
-
8/9/2019 Brand n Packaging (Klmpok 1)
8/18
Build Brand Equity
#
~ The initial choice for the established brand identity
brand
~ Products and Services as well as all maretin!
activities and maretin! pro!rams supportin!
~ "ther associations are not !iven directly to the brand by
linin! the brand with other entities
# set of main driver of brand e$uity%
-
8/9/2019 Brand n Packaging (Klmpok 1)
9/18
-hoosing Brand Ele
ments
) -anbe 'emembered) means
) -an be !referred) -an be Transferred) -an be Ad$usted) -an be
Protected
$
-riteriafor choice ofbrand elements:
-
8/9/2019 Brand n Packaging (Klmpok 1)
10/18
"easuring brand
equityBrand strength lies in the minds ofconsumers and ho+ to
change the brand
of consumer res!onse to mareting. thereare t+o basic
a!!roachesto measuring brand equity:) A!!roach is not directly
) A!!roach directly
%&
-
8/9/2019 Brand n Packaging (Klmpok 1)
11/18
"anaging brand
equityE&ective brand managers +ho require long)term mareting
actions/ %ue to customerres!onseto mareting activities de!ending on
+hat theyno+ about a brand. short)termmaretingactions and to change
the brand of no+ledge/
%%
-
8/9/2019 Brand n Packaging (Klmpok 1)
12/18
0nterbrandThe !rocess follo+sthe 1ve ste!s :
%2
-
8/9/2019 Brand n Packaging (Klmpok 1)
13/18
Plan the establishmentof brand strategy
2 main o!tions:) The com!any can develo! the ne+ brandelements
for a ne+ !roduct/
) -om!anies can a!!ly some elementsof the e3isting brand/)
-om!anies can use a combinationof elements of ne+ and e3isting
brands/
%3
-
8/9/2019 Brand n Packaging (Klmpok 1)
14/18
Product life cycle
4/ Products have a 1nite age/
5/ (alesof !roducts through di&erent stages. each stage has
challenges. o!!ortunities.and di&erent !roblems for the
seller/
2/ Pro1ts rise and fall at di&erent stages of !roduct life
cycle/
6/ Products require mareting strategies. 1nance.
manufacturing.
!urchasing and human resources is di&erent in each stageof
the life cycle/
%4
&ecause the product has a life cycle%
-
8/9/2019 Brand n Packaging (Klmpok 1)
15/18
Product life cycle
%5
introduction
-
8/9/2019 Brand n Packaging (Klmpok 1)
16/18
The !atterns of the
!roduct life cycle
%6
Be!
-
8/9/2019 Brand n Packaging (Klmpok 1)
17/18
2 s!eci1c categories of!roduct life cycle
(tyle
%7
"ode
Fad
t t t
-
8/9/2019 Brand n Packaging (Klmpok 1)
18/18
ar et ng strateg es naccordance +ith the !roduct
life cycle
%#
% Pineer t'eintrductin stage and e(ce!!ence
4 Stages) dec!ine
3 Stage )
*aturity
2 +r,t' stage
a- *di.catin ) t'e *arket
/- *di.catin ) t'e prduct0 qua!ity i*pr1e*ent 0 i*pr1e*ent
)eatures0 sty!e .(es
c- *di.catin ) t'e *arketing prgra*0 pricing 0 sa!es pr*tin 0
distri/utin 0persna! sa!es0 ads 0 ser1ices
