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Posts Tagged ‘Brand’

The results of brief interviews with several young women describe their familiar with Garnier products, some even to the wearer. When I say it is a product developed by L’Oreal, they wonder. “The hell, just know,” said they did not believe it.

Here seem more inclined Garnier brand strength to strength independently, not because he made L’Oreal who has been known as a credible cosmetic company. In this case, consumers are not buying big name companies, but buy the brand.

There are cases where the opposite is happening. Consumers buy products because of the belief in the company maker.

Golkar and GoSo is a brand-new brand in the fast-food noodle market. For consumers, no matter what the name suggests, as long as they know that brands are fried noodles made Supermi they know, it’s enough to guarantee quality.

The decision to associate brand names with the name of the corporation is the management options.

Unilever including corporate names that are rarely communicated explicitly in brand communication. However, there are companies that are very aware of the power corporation and want to take advantage of the use of the name so that each communication brand that has always been associated with the name of the company, Garuda Food for example.

There are distinct advantages and disadvantages for L’Oreal to not put his name with the name of another product that is in the shade.

The advantage, the association of the brand are not mixed. Garnier is intended for the more medium itself has an image without affecting the image of L’Oreal is already well established in the upper middle segment.

The disadvantage, marketing budgets are higher. The process of formation of the brand in the minds of consumers have to start from scratch. Communication activities to create awareness or ensure there is interest in the brand up to form a desire to try should dilakuakan by Garnier separately from its parent.

Choice of strategy

There are several kinds of options in the company’s product development, ie line extensions, brand extension, multi-brand, and brand new. Unless new brand or launching a new brand strategy for a new category which is much different from its core product, L’Oreal played in three other kinds of brand strategy.

Clear line extension strategy must be made by L’Oreal due to cosmetic products is imperative to provide a number of variants, both in terms of size, color, and companion products.

Brand extension is using the same brand names for different types of product categories, or also called umbrella branding. L’Oreal in the categories of hair dye, facial care category, the category of make-up (lipstick, powder, etc.) as well as the recent L’Oreal uses the same brand to enter new categories, male skin care market (L’Oreal Men Expert).

Brand extensions are very interested in many companies because they believe that the quickest way into new markets is to use a brand that has been first recognized and powerful in the minds of consumers. Marketing costs, especially for communications, become relatively cheaper.

Multi-brand strategies vary widely in L’Oreal, the new brand that is raised by the company to brand itself bought from outside, such as The Body Shop was acquired to complement its line of cosmetic products.

The Body Shop has a very different positioning because it emphasizes the natural and environment friendly materials to increase the prestige and reputation of the company L’Oreal.

It is important for L’Oreal to not get stuck to the positioning of a technical nature, although obviously with innovation and technology. In quality, product innovation L’Oreal able to put forward a sophisticated and capable.

For the Indonesian market, I would see approach to communications made by Unilever to enter the area of ​​emotional benefits will bring maximum results.

Indeed, quite complicated to manage a complex portfolio of brands such as is done by L’Oreal.

However, in a market that is already very complex such as facial care and cosmetics, the only way for the company to block competitors, among others, by having a strong marketing professional ranks.

The Product and the Brand

“Initially, the brand (brand) is used to differentiate a product among other similar products. By using the brand, a product will come out of the category of commodity products, whose prices are determined by the laws of the market. Therefore, the chance to put up the price of branded products at above-average market price.

1955 in the Harvard Business Review, running an article entitled “The Product and the Brand” writing Garder Burleigh and Sidney Levy, which further clarify the differences between brands and products. The concept of the brand began to be formulated in the 1980s, including how to measure the value of a brand (brand equity). Later, the term became more popular brand in the 1990s, and became a major discussion in the field of marketing.

First, a brand with a name that is quite unique, beautiful slogan, logo design pretty or popular advertising jingles. Brand management was intended to increase brand value, with integrated marketing programs, promotional, advertising or public relations program. At that time, all the brands work hard to achieve brand value, brand strength, top of mind, brand awareness and brand loyalty, which ultimately will double the brand equity respectively.

Now, you as the owner of the brand seems to have changed the paradigm of the brand. It may be true, in today’s era of New Wave, “Brand is a Character”. Yes, it is not enough just to build the brand, but also have to build character. Merek only veil that wraps the real character of your product or business. Characters associated with who you really are, and how people see you are. Therefore, the process of building this character must be grounded in good values ​​that are universal, such as honesty, respect, responsibility, fairness, care for one another, and humanity.

One more thing, not a giant company it must fix its brand character. Every brand owner should do the same thing, even to the level of small and medium enterprises (SMEs). As of this moment I do to , a brand outlets in the meatballs, Central Java. It begins by creating a unique name, and then design an appropriate logo, including the capture community through social networking site Facebook. Because the target market more to consumers Pomegranate young age, character designed like today’s young, creative, open mind, fresh, and always the spirit. That is of course not forgetting the universal values ​​of honesty and goodness of others. “

Corporate image is important for any company because it is an overall impression of a society formed minds about the company. The image can be associated with the business name, architecture, variety of products, traditions, ideology and the impression on the quality of communications made by any employee who interacts with the client company.

Such premises, the company’s image can be perceived as a mental image selectively. Because the overall impression about the characteristics of a company who would later form the corporate image the public minds.

Each company can have more than one image depending on the condition of the company interactions with different groups, such as: customers, employees, shareholders, suppliers where each group has different experiences and relationships with the company. Therefore, the company’s image can be rated positively or negatively.

To that end, companies need to communicate clearly about the company expected, so it can direct the community in a positive corporate image. Furthermore, the image is the result of an assessment of a number of attributes, but the image is not the assessment itself, because the image is the most prominent consumer impression of the company, which is evaluated and considered by consumers in making purchasing decisions.

A very sharp competition between companies with a wide range of outstanding products on the market makes every marketing manager should prepare a strategy of brand management. Brand management is one of the criteria of success factors that make the products still exist in the eyes of consumers. This training will learn about the concept and implementation of brand management, ranging from the stats brand, the brand management, brand audit and the steps in designing a successful brand in the marketplace.

purpose

• Understand the concept and implementation of brand management
• Able to design a successful brand
• Being able to audit and evaluate brand
• Being able to do a media plan for brand equity
• Capable of planning campaigns for brand development