#30 – Brand as A Person

“To understand how a brand would behave, try to imagine it as a person.” I heard it all so often in every class conveyed by Ms. Pulung, especially on Brand Management. However, it has been the most prominent yet useful advice I’ve noted down in branding. A brand can have this strong personality, promise, essence, […]

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[Brand Management] Self and Secondary Associations: Building Brands through Leveraging Associations

“Consumer’s perception may have little or nothing to do with the actual performance and excellence of the product and is based on the brand’s current repute or public image, consumer’s experience with the brand’s other products, and the influence of the consumer’s opinion or perception about the brand.”[1]   Consumers may not always see a […]

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[Perencanaan Strategis] Knowing Your Audiences: Pemetaan dan Penyasaran Audiens dalam Komunikasi Pemasaran

  “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions, it rarely moves anyone.”[1]   Berbeda dengan pemasaran dari perspektif manajemen bisnis, komunikasi pemasaran menarget lebih dari konsumen dan pelanggan. […]

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[Perencanaan Strategis] Setting The Objectives: Penentuan Sasaran dalam Komunikasi Pemasaran

“Most non-specialists say that advertising tries to sell things: those with more awareness of marketing terminology might say that it seeks to raise awareness of brands. From these examples we can already see that asking what advertising does is not a simple question. Carefully conceived and creative advertising can be a subtle and precise instrument […]

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[Brand Management] Emotions and Buying Decisions: Personality Traits Carried by A Brand

“Relationships thrive on emotions; they survive or perish, depending on the emotional fit between people. Brands have therefore to reflect personalities that people like, and this means having an emotional basis or edge to them. Indeed, the best brands have personalities carefully crafted to suit them and their target audiences.”[1]   Brands, like a person, […]

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[Perencanaan Strategis] Positioning dan Kekuatan Brand: Posisi Produk dalam Persaingan Kategori Serupa

Kekuatan sebuah brand bergantung pada bagaimana mereka mendapatkan ruang di pikiran konsumennya.[1] Brand hidup di pikiran konsumen, dan karenanya, terasosiasi dengan pengalaman dan pengetahuan konsumen yang bersifat akumulatif. Namun, tak semua brand yang berinteraksi dengan konsumen mampu mendapatkan ruang di pikirannya. Tingginya paparan media dan teknologi komunikasi yang terus berkembang menyebabkan konsumen lebih selektif dalam […]

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