Membangun Merek (Building A Brand)

MEMBANGUN MEREK Building A Brand Oleh: Mohamad Adriyanto http://adriyanto.or.id KONSULTASI MANAJEMEN BISNIS Dinas Perindustrian & Perdagangan Kota Samarinda Samarinda, 29 Desember 2004

Sun Tzu dalam “The Art of War” ,[object Object],[object Object],[object Object]

Merek (Brand) ? ,[object Object],[object Object]

Tahap Kesetiaan Merek Pengakuan Merek (brand recognition) “pelanggan ingat akan merek” Merek Pilihan (brand preference) “pelanggan pilih merek tertentu dan meninggalkan yang lain” Kesetiaan Merek (brand insistence) “bersedia mencari merek tertentu, kalau tidak ada, pelanggan tidak mau beli merek lain”

The 22 Immutable Laws of Branding (Al Ries) ,[object Object],[object Object],[object Object],[object Object]

Aspek Ekspansi ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Kontraksi ,[object Object],[object Object],[object Object],[object Object]

Aspek Publisitas ,[object Object],[object Object],[object Object]

Aspek Pengiklanan ,[object Object],[object Object],[object Object]

Aspek Kata ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Klaim Otentik ,[object Object],[object Object],[object Object]

Aspek Kualitas ,[object Object],[object Object],[object Object],[object Object]

Aspek Kategori Baru ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Nama ,[object Object],[object Object],[object Object],[object Object]

Aspek Perluasan Usaha ,[object Object],[object Object],[object Object]

Aspek Perkawanan ,[object Object],[object Object]

Aspek Nama Generik ,[object Object],[object Object],[object Object]

Aspek Perusahaan ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Anak Merek ,[object Object],[object Object],[object Object]

Aspek Saudara Sekandung ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Bentuk ,[object Object]

Aspek Warna ,[object Object],[object Object],[object Object],[object Object],[object Object]

Aspek Batas ,[object Object],[object Object],[object Object]

Aspek Konsistensi ,[object Object],[object Object],[object Object]

Aspek Perubahan ,[object Object],[object Object]

Aspek Kefanaan ,[object Object],[object Object],[object Object]

Aspek Ketunggalan Arti ,[object Object],[object Object]

Perlindungan Hukum ,[object Object],[object Object],[object Object],[object Object]

This presentation slides prepared by: Mohamad Adriyanto http://adriyanto.or.id Slides/Presentation Sharing http://www.slideshare.net/madriyanto

Membangun Merek (Building A Brand)

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Membangun Merek (Building A Brand)