Friday, March 5, 2021

Langkah Dalam Branding

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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