This material is presented on National Marketing Seminars held by Prasetiya Mulya School of Business and Economics on August 12 2015 in Jakarta.

1. Wednesday, 12 August 2015
Financial Hall, Graha CIMB Niaga 2nd Fl.
Jakarta
Creating Brand Content in
Strategic Marketing
Arief Budiman, MSi
Faculty Member of Prasetiya Mulya School of Business and Economics

2. Executive Summary
 How to ensure the good brand content is?
 Understanding the long-term effects of putting
strategic brand content on Nike’s brand equity
 The essence of brand content
 Strategic marketing and RBV
 Brand, branding and knowledge

3. Brand, Branding and Knowledge
Managing Brand
1. Brand knowledge
2. Dimension of Brand Knowledge
3. The process
4. Brand leveraging
5. Knowing the entity

4. Brand knowledge
 What is the first knowledge when you see these
logo?
Does any one saying Sweden and/or American?

5. “Consumer brand knowledge can be defined in
terms of the personal meaning about a brand
stored in consumer memory, that is, all descriptive
and evaluative brand-related information.”
Brand knowledge
Kevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.

6. Strategic marketing and RBV
Brand positioning is a core strategic marketing
activity (Ries and Trout 1982)
Fahy, Smithee / Strategic Marketing and the Resource Based View of the Firm, Academy of Marketing Science Review
Volume 1999 no.10
The resource-based view of the firm focuses attention
on the ability of the firm to deliver on its desired
positioning strategy.
Technological and organisational capabilities (Kogut 1991; Reich 1991),
communications and marketing infrastructures (Dunning1988; Porter1990)

7. Dimension of Brand Knowledge
Brand
Knowledge
Awareness
Attributes
Benefits
Thoughts
Images
Feelings
Attitudes
Experiences
Kevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.
category identification and needs to
satisfied by the brand
descriptive features
personal value
and meaning
personal cognitive
responses
summary judgments
and overall
evaluations
affective responses
purchase and
consumption
behaviors

8. Brand Knowledge Management Journey
From To
Individual
Volume
Protecting
Ad-hoc
Island
Explicit
Tactical
End
Organizational
Value
Revealing
Process
Network
Tacit
Strategic
Means
Explicit Tacit
Ian Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol.
2 pp. 47 - 54

9. “Brand Knowledge Management” Process
Collection Analysis Enquiry Experience
Explicit
Tacit
converter Tacit
Ian Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol.
2 pp. 47 - 54
The key to incorporate the tacit and explicit knowledge is while in
enquiry process.
At this point then we can take advantage of consumer learning to
communicate the content effectively.

10. Brand leveraging
Creating new Brand Knowledge
Affecting existing Brand Knowledge
OR
Knowledge of Entity
• what knowledge
exists about the
entity and has the
potential to transfer
to the brand?
Meaningfulness
• what extent might
this knowledge be
deemed meaningful
for a brand?
Transferability
• what extent will this
knowledge actually
become linked to the
brand or affect
existing knowledge?
Kevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.
The three ways to linking the brand knowledge with the entity:

11. Knowing the Entity of Nike
Shoes
Clothing Diversity
Expensive
Victory
Comfort
Running
Design
Celebrity
Athlete
Platform
Fuel
Brand Function Descriptive modifier Emotional modifier
Type of experiences or
benefits that brand
provides
Further explanation
Affective explanation
that brand provides
Authentic Athletic Performance
Kevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.

12. “Authentic Athletic Performance”
Nike’s brand mantra put a particular emphasis on maintaining
authenticity, by which we also meant integrity and purity, front and
center…
All products and activities associated with Nike likewise had to be
athletic, not leisurely…
Finally, every Nike product had to exude world-class performance
and meet the demands of the world’s finest athletes, even though
such athletes represented a microscopic piece of Nike’s total
business…

13. The essence of brand content
3. INSPIRE1. COMMUNICATE 2. SIMPLIFY
For Nike, the content is elaborated become:

14. Nike’s Content Leverage
TALK ABOUT ATHLETES, NOT NIKE.
Nike is utilizing the Nike Plus application thru IOS and Android
platform to seed and interrelate among others who lives in
sportsperson.
Nike is starting to communicating their content by bringing the
idea of any one can be a good athlete.

15. Nike’s Content Leverage
SATISFY YOUR FRIEND, IGNORE EVERYONE ELSE.
By creating Nike Fuel, where you and your friend can build kind of an
exclusive club, that you will not be take in everyone else business.

16. Understanding the Long-Term Effects of Putting
Strategic Brand Content on Nike’s Brand Equity
Kevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.
“If you have a body, you’re an athlete”
“running shoes”
“athletic shoes and apparel”
NIKE IS NOT A BRAND.
It’s an attitude

17. Question:
 Which way that Nike follow to change their brand
knowledge?
Creating new Brand Knowledge
Affecting existing Brand Knowledge
OR
Please send your answer to me: arief.budiman@pmbs.ac.id

18. Conclusion
 Your Brand Positioning should create at the
same time when you create brand mantra.
 The brand content should capture the way how
to:
 communicate, simplify and inspiring.
 When creating the brand content, please ensure
this positioning check list is passed:
1. Does your positioning desired by your brand
community?
2. Does your positioning is delivered thru brand
experiences?
3. Does your positioning is distinguishable from
competitors?

19. Thank You