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BRANDING =

Process to build the Brand

Branding

Creating Tangible / Legal Aspects

(classical perspective)

Creating the whole aspects to make the “brand” is inside of consumer’s mind – how to create gut feelings for your

brands

Branding means much more than just giving a brand name and signaling to the outside

world that such a product or service has been stamped with the mark and imprint of an organization. It requires a corporate long-term involvement, a high level of resources

and skills.

(Kapferer 2008:31)

The process by which companies distinguish their product offering from those of competition

(Keith Dinnie, 2009:15)

BRANDING

When we do “Branding”? New company,

new product Name change

Revitalize a brand (reposition / renew

global brand)

Revitalize a brand identity

(revitalisasi identitas brand)

Create an integrated system

(make it look consistent in the

mind of consumers)

When companies merge

Every brand has a different characteristic and need a different strategy

There are no fixed formula to built all brand Depend on research, needs, and Creativity to make it unique

branding : From Products to Brands

HOW TO BRANDING?ESTABLISH

BUILD

STRENGTHEN

BRANDING• building trust in a one-of-a-kind promise about who you are, what

you stand for, and what unique and meaningful benefits you deliver

establish your brand by:

• living up to your promise every single time people come into contact with your name, your message, or your business. It makes no difference whether that contact comes through advertising, publicity, word of mouth, the buying experience, customer service, billings, returns, or ongoing communication.

build your brand by:

• constantly reinforcing your brand promise. If encounters with your brand are inconsistent or not in line with what people expected they could count on, you essentially break your promise, breaking your brand and risking your reputation and business as a result.

strengthen your brand by :

Basic requirement of branding

1. Making a promise

2. Communicating your promise

3. Keeping your promise

4. Strengthening your promise

BRANDINg cycle

Branding : a process Research

Strategic Analysis and

Scenarios

Positioning Developing

Brand Identity

Communicating The Brand

Valuation / evaluationEvaluation at

every stage

http://www.riechesbaird.com/services/brand-strategy_cp.aspx

(Davis, 2009:24)

Formulating a brand strategy

A brand strategy is critical to determine the direction for the brand. This may be managed ‘in-house’ (within the company itself) or done in tandem with an agency or brand consultants.

As a general guide, it is often the branding agency, or lead marketing agency, that helps to create a brand strategy.

A strategy should detail areas such as understanding the brand’s audience, its market (including competitors) and should also integrate with the vision of the company.

A company may also commission research into audience needs and experiences of the brand

(Davis, 2009:26)

The following stages outline the different skills involved when developing brands

This applies to creating new brands as well as to refreshing or updating brands.

Creative execution: a. naming and logo

The strategy will feed into the brand development stage, which involves creating a look and feel for the brand, including the brand language (often referred to as its ‘tone of voice’) as well as the logo and name.

An entire rebrand such as a name or logo change may not be necessary, but changing the visual aspects of the brand can reinvigorate or modernise it.

This stage of the branding process tends to be carried out by the branding agency, which will have designers and writers as part of the team.

(2009:26)

Creative implementation:b. advertising and digital presence

Brand implementation will involve advertising and design agencies. Advertising agencies still play a very powerful role in brand execution, often working in longterm collaborations with companies. In many cases, the ad agency will ‘own’ the brand’s execution – the part that is visible on billboards, TV and in print.

Design agencies are often key to the brand mplementation process – and there are many smaller design agencies that will do full brand implementation, from concept to development.

Some specialise in executing the brand online, which can involve a full translation of the brand to the digital sphere, with strategy and a creative process to ascertain how a brand should look, feel and communicate online. The digital presence of a brand is now as important as traditional advertising in the brand execution process.

Communicating the brand

A critical part of brand execution is defining how to best communicate the brand. Branding agencies should play a key role here, by developing a communications plan for the brand’s ongoing presence. Some public relations agencies also specialise in this area.

A communications strategy should cover both the employee and external communications execution for the brand.

Brand guidelines : Brand Platform?

A brand platform is a living document that establishes a foundation for the organization’s identity, messaging and visual presentation. Additionally, it serves as a framework for all internal and external communications, as well as a guide for how internal operations are performed.

(http://www.yourmarketpoint.com/branding-services/brand-platform)

Component of brand platform..(1)

Overview of Market Space (or Competitive Landscape)

Competitive Advantages (What differentiates the organization’s brand?)

Core Brand Values (What core values/guiding principles will serve as the foundation for the brand?)

Brand Position Statement (What is the organization’s desired position in the marketplace?)

Component of brand platform..(2)

Brand Vision (What guides the organization’s brand relationships?)

Brand Attributes/Personality (What are the distinct qualities/descriptors of the brand?)

Brand Essence (What is the true spirit – the heart – of the brand?)

Brand Character/Tone of Voice (How will the brand speak to its target audiences?)

(http://www.yourmarketpoint.com/branding-services/brand-platform)

SOURCE

Neuemier,M. 2006. The Brand Gap. Berkeley. AIGA

Extra suplement : Branding Process from

By Bill Chiaravalle and Barbara Findlay Schenck

( Part of the Branding For Dummies Cheat Sheet

The Branding Process

)

• what you’re branding.

1. Determine

• whether your brand will be your one-and-only or one of several brands in your organization.

2. Decide

• Investigate everything there is to know about your product and the market in which it will compete.

3. Research.

• Define what makes your brand unique and how it will slot into an available space in the market and in your customers’ minds.

4. Position your brand.

• State what your brand stands for, what unique benefit it provides, what it promises to consumers and associates, and the image that will permeate everything from your marketing communications to your product design, business character, and consumer experience.

5. Define your brand.

• Include all possible elements in your brand — brand name, logo, tagline, and other brand signature elements.

6. Develop your brand identity.

• Introduce your brand in-house before announcing it via publicity, advertising, promotions, and presentations.

7. Launch your brand internally first.

• Develop brand champions, deliver a consistent brand experience, understand your brand’s value, leverage your brand’s reputation — with caution, and protect your brand through usage rules and legal rights.

8. Manage your brand.

9. Monitor, evaluate, and update your brand.

• Keep your brand relevant and credible in light of changes to your business.

10. Maintain

Case study : branding in

lego inc

the LEGO Co.'s branding process through four progressive phases:

1. stating the brand,

2. linking vision to culture and brand image,

3. involving stakeholders in brand-relevant activities,

4. and integrating the organization behind the brand.

During this strategic shift, LEGO's top management vision, organizational culture, and stakeholder images became increasingly aligned.