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MENCIPTAKAN EKUITAS MEREK 9
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MENCIPTAKAN EKUITAS MEREK9
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Apakah Merek Itu?Merek adalah nama, istilah, tanda, lambang atau design atau kombinasinya yang dimaksudkan untuk mengidentifikasi barang atau jasa dari salah satu penjual dan mendiferensiasikan mereka dari para pesaing.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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The Role of BrandsIdentify the makerSimplify product handlingOrganize accountingOffer legal protection
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Peran MerekSignify qualityCreate barriers to entryServe as a competitive advantageSecure price premium
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Apa yang dimaksud dengan penetapan merek?Penetapan merek adalah memberikan kekuatan merek kepada produk dan jasa
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Apakah ekuitas merek itu?Brand equity adalah nilai tambah yang diberikan pada produk dan jasa. Ekuitas merek dapat tercermin dalam cara konsumen berfikir, merasa dan bertindak dalam hubungannya dengan merek, dan juga harga, pangsa pasar, dan profitabilitas yang diberikan merek bagi perusahaan.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Pengetahuan MerekPengetahuanPikiranPengalamanKeyakinanCitraPerasaan
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Keuntungan Pemasaran Merek KuatMemperbaiki persepsi kinerja produkLoyalitas lebih besarTidak terlalu rentan terhadap tindakan pemasaran kompetitifTidak terlalu rentan terhadap krisis pemasaranMargin yang lebih besarRespon konsumen yang elastis terhadap penurunan dan tidak elastis terhadap kenaikan hargaKerja sama dan dukungan dagang yang lebih besarEfektifitas komunikasi pemasaran yang meningkatKemungkinan peluang lisensi
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Apa yang dimaksud dengan janji merek?Janji merek adalah visi pemasar tentang seperti apa merek seharusnya dan apa yang harus dilakukan merek terhadap konsumen.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Model Ekuitas Merek
Menilai Aset MerekModel AAkerBRANDZResonansi Merek
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Lima kunci ekuitas merek menurut BAV (Brand Asset ValuatorDiferensiasiEnergiRelevansiHarga diriPengetahuan
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Piramida BrandDynamicsKehadiranrelevansiKinerjaKeunggulanterikatStrong RelationshipWeak Relationship
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Aaker Model Identitas merekElemen Identitas TambahanEsensi MerekElemen identitas inti
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Figure 9.4 Brand Resonance Pyramid
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Membangun ekuitas merekBrand ElementsMarketing ActivitiesMeaning Transference
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Elemen merekElementsSloganNamaMerekURLLogoSimbolKarakter
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Kriteria Pilihan Elemen merek
Dapat DiingatBerartiDapat disukaiDapat ditransferDapat disesuaikanDapat dilindungi
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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SlogansLike a good neighbor, State Farm is thereJust do itNothing runs like a DeereSave 15% or more in 15 minutes or lessWe try harderWell pick you upNextel DoneZoom ZoomIm lovin itInnovation at workThis Buds for youAlways low prices
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Merancang Kegiatan Pemasaran HolistikPersonalisasiIntegrasiInternalisasi
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Prinsip penting untuk penetapan merek internalMemilih saat yang tepatMenghubungkan pemaasaran internal dan eksternalMenghidupkan merek bagi karyawan
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Sumber sekunder pengetahuan merek
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*Mengukur Ekuitas MerekAudit MerekPenelusuran MerekPenilaian merek
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*Table 9.2 The 10 Most Valuable Brands
Brand2006 Brand Value (Billions)Coca-Cola$67.00Microsoft$56.93IBM$56.20GE$48.91Intel$38.32Nokia$30.13Toyota$27.94Disney$27.85McDonalds$27.50Mercedes-Benz$22.13
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*Mengelola Ekuitas MerekPenguatan MerekRevitalisasi MerekKrisis Merek
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*Merencanakan Strategi Penetapan MerekMengembangkan elemen merek baru untuk produk baruMenerapkan beberapa elemen merek yang sudah adaMengkombinasikan elemen merek yang baru dan yang sudah ada
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Terminologi Penetapan MerekLini MerekBauran MerekPerluasan MerekSub merekMerek indukMerek KeluargaPerluasan LiniPerluasan KategoriVarian BermerekLisensi ProdukPelemahan merekPortofolio Merek
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Menamai MerekNama IndividualNama keluarga selimutNama keluarga terpisah untuk semua produkNama korporat digabungkan dengan nama produk individual
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Reasons for Brand PortfoliosIncreasing shelf presence and retailer dependence in the storeAttracting consumers seeking varietyIncreasing internal competition within the firmYielding economies of scale in advertising, sales, merchandising, and distribution
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
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Brand Roles in a Brand PortfolioFlankersLow-endEntry-levelHigh-endPrestigeCash Cows
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 9-*
**************************Video icon links to snippet on Swiss Armys brand extensions.***
