Basic of Branding-Minggu 8

Today’s Presentation
Introduction to lia s. Associates
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Lia Sidik @liasidik
The word ‘brand’ comes from
Ancient-Norway ‘brandr’, means ‘to burn’.
Lia Sidik @liasidik

The Industrial Revolution (late 18th &
early 19th centuries), moved mass-
production rapidly. It pushed the
function of brand enormously,
mainly as a quality-promise and to
differentiate a product within the
growing market.
Lia Sidik @liasidik

‘Brand’ definition:
A mixture of attributes,
tangible and intangible,
symbolized in a trademark;
Which, if managed properly,
creates value and influence.
Brand identifies one seller’s product
as distinct from those of other sellers.
tangible + intangible + trademark = values + influences
-American Marketing Association-
Lia Sidik @liasidik

‘Branding’ definition:
Selecting and blending tangible

and intangible attributes
to differentiate the products in an
attractive, meaningful, and
compelling way.
Branding has the capability to

offer choices and possible
emotional acknowledgement for
its customers, within today’s
cluttered market.
Lia Sidik @liasidik

~ What can have a ‘brand’? ~
What can have a ‘brand’?
ANYTHING
… products, services,
organizations, places, people, etc.
Even YOU!
www.liasidik.com Lia Sidik @liasidik

A brand can be:
- A name product or service

ex. BBC News, Burger King, The Body Shop
 refers to the branded thing itself

A brand can be:
- A trademark
ex. Panasonic, Yahoo, Google
 refers to the name or symbol in the abstract sense

A brand can be:
- A customer’s beliefs about a product or service

ex. ‘Disney – Where dreams comes true’
 refers to the value that accrues from such implicit
trust in the brand is often called brand equity

A brand can be:
- People
A brand can be:
- People

A brand can be:
. . . the even dead ones too

A ‘brand’ means:
A promise of satisfaction.

Brand equity
is the added value
endowed on products,
which may be reflected in the way
consumers, think, feel, and act with respect
to the brand.
- Kotler & Keller -

ADIDAS is about winning
rather than sportwear.

GE is about
caring & quality
rather than lightbulbs.

Strong brands are those
that communicate their promise
of a unique experience in a clear and
compelling way.
Lia Sidik @liasidik

Advantages of Strong Brands
• Improved • Larger margins
perceptions of • More inelastic
product performance consumer response
• Greater loyalty • Greater trade
• Less vulnerability to cooperation
competitive • Increased marketing
marketing actions communications
• Less vulnerability to effectiveness
crises • Possible licensing
opportunities
- Kotler & Keller -
Lia Sidik @liasidik
What ‘Branding’ does?
- To build a corporate image

- Identify the maker
- Shortcut
- Organize accounting - To build brand identity
- Offer legal protection
- Signify quality / class - To create market identity
- Create barriers to entry
- Secure price premium
- To create and build awareness
Lia Sidik @liasidik

What branding cannot do is
rescue a lousy service or salvage a flawed product,
especially after a customer has had
an unsatisfactory experience with it.
~ Brand Equity Models ~

BAV Model

Universe of Brand Performance

Brand Dynamics Pyramid

Brand Resonance Pyramid

~ Brand Elements ~
a.k.a. Visual Brand Identity

A logo is not a brand,
a name is not a brand,
nor is a product design, a package
design, a visual identity, an advertising
jingle, or a shopping experience.
These things are all merely

the tangible aspects whose goal is
to put an intangible --but powerful--
brand idea or insight into
the mind of a customer.

A winning visual brand identity:
- Has relevance
to the products & services
- Focus on the target market
- Contain corporate color theme
- Simple in design
- Incorporate the business name
with the message or sell line
- Easy to be memorized
- Flexible: adaptable in all situations
- Cost effective.

Some key elements of Visual Brand Identity:
- Name
- Corporate slogan, tagline and/or descriptor
- Logo
- Color
- Typeface
- Visual style
- Graphic motifs (Mascot, Pattern, etc.)
- Sound, smell, taste, touch
- Packaging
- Merchandise, environments, and signage
- Unity of Brand Elements
- Authenticity

# NAME
Before anything else --logo, packaging, or advertising--
a brand needs a name.
A good name:
- Brevity
- Distinctiveness
- Appropriateness
- Easy spelling and pronunciation
- Likability
- Extendability
- Protectability

Types of name:
- Functional / descriptive names
Literally describe what the company,
product, or service offers.
- Invented names
Either with Latin/Greek roots,
or based on fun, rhythmic sounds.
- Experiential names
Similar to descriptive,
but focused on the experience
rather than the function.
- Evocative names
Selected to evoke confidence or strength.

There are also:
- Referential names
Refer directly to a founder or place of origin.
- Acronyms
Initials. Once stood for something.

# LOGO
‘Logo‘ comes from the Greek ‘logos’, meaning ‘word’.
The logo is the name given form –that is, made visual.
A good logo:
- Simple
- Elegant
- Economical
- Flexible
- Practical
- Unforgettable

A logo can take almost any form.
Simply a word
or a letter
Symbol
Mix

By itself, a logo is just a mark,
but it acquires meaning through
a lifetime of stories and experiences.
A logo can change over time,

but it should always keep its connection to
the insights and meanings in customers’ mind.

# COLOR
Color comes to be associated with a given brand
in the customer’s mind through long acclimatization.
Brand should settle early in their lives

on a simple scheme of one / several main colors
that are unique in that category,
and use them consistently.
ex. Red & yellow – McD

Issues to consider concerning color:
#1 Physical aspects of color
Warm & Cool color, their combination.

#2 Psychological aspects of color
People react to color.
Each color gives their own impression.
ex. Cooler blues and greens are associated with
quieter feelings or even melancholy
Yellow, Oranges and red give a feeling of
expressed emotion like anger or happiness.

#3 Cultural aspects of color
Color interpretations depend strongly on culture.
ex. White is the color for brides in Western
while in Asian it is worn at funerals.

#4 Science of color
Make sure the inks in the brochure
match the plastics in the furniture,
the graphics on the web, and the neon on the roof.

# TYPEFACE
Type is the clothing that dresses words,
giving them character, emphasis & personality.
Typography is the art of selecting and using

an appropriate style of type/font in a way that reinforces
the message of the words, without distracting from them.
A good typeface:
- Clear & legible
- Readable
- Consistency
- Reflect the brand image
# VISUAL STYLE
Beside color and typography,
visual style includes elements such as
photography,
illustration,
graphic motifs
(grid, borders, frames, shapes, materials, mascots etc.),
and the overall aesthetics of a given design.
A good visual style helps building the brand identity through

image building.

# PACKAGING
Bags – boxes – bottles – jars – cans – cartons - tied to a
board or holder of some kind - etc.

# MERCHANDISE, ENVIRONMENTS, and SIGNAGE
The word merchandise has two meanings;
- arranging those things in a shop
in such a way as to maximize sales.

creating things to sell
~ Unity ~

~ Authenticity ~
Leonardo Davinci – The Last Supper
The other last supper
Real Mickey Mouse
VS
Fake Mickey Mouse

Copyright (or ©) law covers the creative
or artistic expression of an idea.
Patent law covers inventions.
Design patents cover the look or
appearance of a manufactured or
functional article.
Trademark law
- identified by the symbols
™ (not yet registered) & ® (registered)

covers distinctive terms, marks, and
names that are used in relation to
products or services as indicators
of origin, as does (in a similar fashion).
~ Sources of Brand Knowledge ~

One of the most effective strategies
for a new or growing brand is to
associates itself with another,
established brand that already has
credibility with the audience the new
brand is seeking.

By teaming up (Co-brand teamwork),
brands can offer customers
a combined package with benefits
that neither could offer separately.
ex. Apple iPod & Nike

gives a device that slips into
a running shoe and gives the user
information about their workout
on the display of their iPod.
Lia Sidik @liasidik

~ Brand Strategy ~

#1 Know yourself
Research the current situation (SWOT & STP).

#2 Imagine an ideal future
Coming up with a key insight.

#3 Combine strategy & creativity
Come up with strategy to give life to your brand, as well
as to increase transaction and build equity.

#4 Wait to let it catch on…then do #1 again
Design, test, redesign, retest.

Devising a Branding Strategy
• Develop new brand elements
• Apply existing brand elements
• Use a combination of old and new

~ Consistency & Change ~

Since customers are constantly changing,
and people change from one culture to the next…

it is only natural that a brand should
look and feel different today from how
it did 20 years ago.

The brand’s internal factors such as
meaning, core values, its promise,
benefits, and attributes
must remain constant.
The brand’s external factors like

brand’s visual presentation:
product & package design,
advertising, processes, and flavors
needs to change or evolve.

EVOLVE? HOW?
Their evolution needs to reflect
customer’s changing
perceptions and expectations,
as well as market developments
by competing brands.

http://best-ad.blogspot.com/evolution-of-logos.html Lia Sidik @liasidik
Factories rust away,
packages become obsolete,
products lose their relevance.
But great brands live

f o r e v e r .
- Backer Spielvogel Bates -

~ Portfolios & Extensions & Sub-brands ~

Sony
Televisions Portable Sony

Computer Cameras Games
Theatre Electronics Pictures
VAIO Cyber-shot Televisions Walkman Movies PlayStation
-notebook Video MP3 -Theatre -PS3
Alpha SLR Home
-desktop -DVD -PS2
theatre Rolly
HandyCam -Blue-ray -Portable
Digital Home systems
Reader
Printers Television
Disc Burner Blu-ray Disc Digital Book
-Comedy
Digital
Location Free DVD players Sony Cell -Drama
picture
Phone -Daytime
mylo frames Home audio
-Cartoons
components GPS
Software Photo
services Music

~ Brand Positioning ~

Values are the things a brand stands for.
Values should be fundamental to a brand’s

self: They are precisely what keep a brand
from being superficial or trivial.
Integrity
Commitment to excellence
Unique experience
etc.

These values create a POSITION for
the brand in customers’ mind.
Now,
let’s check YOUR mind for a while.

TOM Quiz
PEMBASMI SERANGGA
TOM Quiz
TOM Quiz
SPORT SHOES
TOM Quiz
TOM Quiz
INSTANT NOODLE
TOM Quiz
TOM Quiz
Customer Ratings
of Competitors

Points-of-difference Points-of-parity
Attributes or benefits Associations that are not
consumers strongly necessarily unique to
associate with a brand, the brand but may be
positively evaluate, and shared with other
believe they could not brands.
find to the same extent
with a competitive brand.

Brand Positioning Bull’s-Eye
Perceptual Map:
Current Perceptions

Perceptual Map:
Future Possibilities

~ Differentiation Strategy ~
Emotional Branding

THE FACT !
Music has great impact on

shopping behavior.

Every section
have different
sound

THE FACT !
Everyone needs to ‘escape’

their errands . . with style.

Barnes &
Noble
Barnes & Nobles

book is a great
‘escape’ place;
With good book,
nice coffee, and also
relaxing
atmosphere.

THE FACT !
Sometimes,
scent sells more than
advertisement.

“Bread Talk” use bread perfume

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Today’s Presentation

Introduction to lia s. Associates

Introduction to lia s. Associates

Introduction to lia s. Associates

Introduction to lia s. Associates

Introduction to lia s. Associates

Lia Sidik @liasidik

Lia Sidik @liasidik

tangible + intangible + trademark = values + influences

-American Marketing Association-

Lia Sidik @liasidik

Selecting and blending tangible

Branding has the capability to

Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

- A name product or service

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

- A customer’s beliefs about a product or service

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

. . . the even dead ones too

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

- Kotler & Keller -

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

Lia Sidik @liasidik

- To build a corporate image

Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

These things are all merely

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

A logo can change over time,

www.liasidik.com Lia Sidik @liasidik

Brand should settle early in their lives

ex. Red & yellow – McD

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

Typography is the art of selecting and using

A good visual style helps building the brand identity through

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik

www.liasidik.com Lia Sidik @liasidik