Brand Positioning = Segmentasi + Market Category + Unique Value Proposition
Posisi Unik di pikiran pelanggan
merekayasa pikiran konsumen bukan merekayasa produk
upselling cross-selling, core product additional product
Feminim Maskulin, Modern Traditional, Fun Serius, Anak Dewasa, Ekonomis Premium
Segmentasi = Kelas Bawah, Menengah, Atas (contoh River Side Residence VS Perumahan Pinggir Kali)
Sesuai Kutub = Fast Moving Consumer Goods (product/category based) - - - - - Jasa Mahal (philosophy/story based)
Unique Value Proposition = keunikan brand di persepsi bukan fitur (diferensiasi)
Brand Delivery = Product , Audience, Saluran Distribusi, Brand Communication, Brand Behavior (cara SPG menyapa,dll), Brand Expression (Visual Identity)
Komponen Visual Identity = logo, nama, tagline, warna, jenis huruf (tipografi)
Tujuan Visual Identity = Ambience (suasana) , Brand Recognition
Brand dapat mengurangi budget iklan
Taktik Brand = Mudah ingat, jangan mirip brand lain, tidak memiliki makna negatif, jangan panjang, bisa didaftarkan/patenkan, jangan kategori produk, jangan nama domain
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