Process

Branding
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

What is branding?
Branding is a diciplined process to
build awarness and extend
consumer loyalty
(Alina Wheeler, Designing Brand Identity)

Any Effort or program to build a

brand; the process to brand
building
(Brand Glossary, Brand Gap)
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

When to start the process?

New Company, New Product
Im starting new business, i
need a business card and
website?

We developed anew product

and it needs aname and a logo
yesterday

We need to raise millions of

dollars, the campaign needs to
have its own identity?

We need to raise venture

capital, even though we do not
have our first customer

R. Eka Rizkiantono, S.Sn, M.Ds

#3. Branding Process
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Periklanan & Branding

Name Change
Our name no longer fits who
we are and the business we
are in
We need to change our name
because of a trademark
conflict

Our name has negative

connotations in the new markets
we are serving
Our name mislead
customer

We merged

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Revitalize a Brand
We wan to reposition and
renew the global brand?
Were no longer in the
business we were in when
we founded our company
We want to appeal to a
new and more affluent
market

R. Eka Rizkiantono, S.Sn, M.Ds

We need to communicate
more more clearly about
who we are?
Were going global- weneed
help to enter new world
markets?
No one knows who
we are

Universitas Ciputra
23 Oktober 2015

Revitalize a Brand identity

We have 80 divisions and
inconsistent
nomenclature?
Our identity does not
position us shoulder to
shoulder with our competitor

We are a great company

with cutting-edge product.
We look behind the
times?
Everyone in the world
recognizes our icon, but
admit it-she need a face-lift?

I am enbarrased when i
give out my business card

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Create an integrated system

We do not present a
consistent face to our
customers
We lack visual consistency
and we need anew brand
architecture to deal with
acquisitions
All of our marketing like it
comes from different
companies
R. Eka Rizkiantono, S.Sn, M.Ds

our packaging is not

distinctive, our competitorr
looks better than we do
and their sales are groing
uop
We need to look strong and
communicate that we are one
global company?

Universitas Ciputra
23 Oktober 2015

When companies merge

We want to send a clear
message to our
stakeholders that this is a
merger of equals

We need to send a strong

signal to the world that we
are the new industry
leader

We want to communicate
1+1=4

How do we evaluate our

acquisitions brand and fold it
into our brand architecture

We want to build on the

brand equity of the merging
companies

R. Eka Rizkiantono, S.Sn, M.Ds

Two industry leaders are

merging. how do we manage
our new identity
Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

1: Conducting
Research

2: Clarifying
Strategy

3: Designing
Identity

4:Creating
Touchpoints

5: Managing
Assets

Proses branding versi Alina Wheeler

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

1 Investigation,

Analysis and
Strategic
recomendation

2 Developing the

3 Launch and

identity or Brand
Idea (the look
and feel)

introduction
(communicating
the vision)

4 Implementation
(Making it
happen)

Proses branding versi Wally Olins

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

1: Conducting
Research

2: Clarifying
strategy

3: Designing
Identity

Investigation,
Analysis and
Strategic
recomendation

Developing the
identity or Brand
Idea (the look and
feel)

R. Eka Rizkiantono, S.Sn, M.Ds

4:Creating
Touchpoints

3
Launch and
introduction
(communicating
the vision)

Universitas Ciputra
23 Oktober 2015

5: Managing
Assets

4
Implementation
(Making it
happen)

Branding 1: Conducting Research

Research overview
The first priority is to understand
the organization: its mission,
vision, target markets, corporate
culture, competitive advantage,
strengths and weaknesess,
marketing strategies and
challenge for the future.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

What business are you in?

Why was this company created?
What is your mission? what are your three
most important goal?

Describe your product or service?

What is your competitive advantage? why do
your customers choose your product or
service? what do you do better than anyone
else?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Who is your competition? is there a competitor

that you admire most? if so, why?
How do you market your product
or service?
What are trends and changes that effect your
industry?

What values and beliefs unify your employees

and drive their performance?

What are the potential barriers to the

success of your product or service?
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Where will you be in five years? ten years?

Place your self in the future. If your

company could do anything or be
anything, what it would be?
If you could communicate a single message
about your company, what it would be?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

1: Conducting Research
Market
research

Marketing Competitive Stakeholder Language

audit
audit
audit
audit

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Branding 1: Conducting Research

Market research
Market research is the
gathering, evaluation, and
interpretation of data affecting
customer preferences for
product, services and brands.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Primary research
Collection of new
information designed to fit
specific needs.

R. Eka Rizkiantono, S.Sn, M.Ds

Secondary research
Interpretation and
application of existing
statistical, demographic,
or qualitative data

Universitas Ciputra
23 Oktober 2015

Qualitative research
Qualitative research reveal
customers perceptions, beliefs,
feelings and motives. Findings are
often rich in contex and may offer
new insights and perspectives
about the brand
Example

One-on-one interview
Focus Group
Etnography
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Quantitative research
Quantitative research statiscally
valid information. The aim is to
provide enough data from enough
different people to enable
companies to predict.
Example

Online Survey
Product testing
Brand equity research
Name awarness research
Reputation research
Segmentation
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Analysis

Desk
Research

Interviews
and
Workshops

Audits

Finding

Strategic

Investigations

R. Eka Rizkiantono, S.Sn, M.Ds

Recomendation

Universitas Ciputra
23 Oktober 2015

involves looking at the

organizations history and structure;
how it grew, who were the
influential personalities and what
were the significant even in its
history, also a lot of information
about the position of competitors. In
addition the organization may have
carried out research about
customers, social/cultural/industry
trends, and so on

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Desk
Research

Interviews
and Workshop
aim to gain insights,
determine
consensus
and
uncover issues

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Interviews
and
Workshops

First; to gain insights and

determine to what extent there is a
consensus about the organization
second; to uncover the issues that
both unite and divide it.
the interviews embrace individuals
representing different point of view,
both inside and out side the
organization

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

To explain what branding really is and

how individuals taking part in the
workshop can help to shape the brand
to raise the profile of the whole
programme internally and get people
onside
To elicit internal views and input that, in
addition to helping influence the nature
of the brand, may deal with number of
issues, e.g. brand copyright and other
legal or technical matters, wich could
effect the proposed outcome

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Workshop

External
Interview

Should be conducted with

suppliers, customers,
competitors, collaborators etc.
the purpose of these interviews
is to find out how much outsider
know about the mechanics of
the company (size and
profitability, ownership and
products, services and other
skills) what their views about
the strenghts, weaknesses and
impact on the outside world

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

AUDITS

Communications

Design
(Visual)

Behaviour

Brand
Architecture

R. Eka Rizkiantono, S.Sn, M.Ds

Competitor

Universitas Ciputra
23 Oktober 2015

Communications

The communications audit

examines what the organization
says, to whom and how. Its also
examines wether the organization
listens: to its own people and to
outsiders;to dealers, suppliers,
investors and customers

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Behaviour

Much of the feedback regarding the

way in wich people within a company
interact both internally and with the
various external groups with whom
they deal

Is it trustworthy in honouring its commitments?

Does it act in the way that it talks?, etc
Is there a genuine commitment to service, value and long-term
relationships, or merely lip service?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

The primary purpose of this audit

is to examine the way in wich
different parts of the organization
present themselves in term of their
physical presence.

An example of everything that the

organization produces must be
collected. such as: Store,
showrooms, office wich the
organization occupies

R. Eka Rizkiantono, S.Sn, M.Ds

Design
(Visual)

Universitas Ciputra
23 Oktober 2015

This audits covers all

existing brands, sub
brands, name of
descripions, as well as their
perception, function and
place in the brand
hierarchy.

Brand
Architecture

The audits help to show how the brands are organized,

what the hierarchy are, how close the relationships
beetwen brand and the whole corporation are, where is the
requirement for clearer lines of demarcation, and so on.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

It is important to carry out

an audit of major
competitors, in key
markets. the audit should
cover their websites, media,
marketting literature,
advertising and all other
appropriate areas.

R. Eka Rizkiantono, S.Sn, M.Ds

Brand
Competitor
Architecture

Universitas Ciputra
23 Oktober 2015

When all the audits, the

intervies and most of the
workshop have been
carried out the working
party, wich will have been
meeting regulary, debates
the findings.

R. Eka Rizkiantono, S.Sn, M.Ds

Finding

Universitas Ciputra
23 Oktober 2015

An organization
should play to its
strengths, reveal its
personality
and emphasize its
sense of purpose

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Strategic
Recommendation

R. Eka Rizkiantono, S.Sn, M.Ds

The special characteristics of

the organization-those
characteristic that make it
unique and different from its
competitors
The core idea must form the
basis on wich the whole
branding programme is
developed

Universitas Ciputra
23 Oktober 2015

Vision
Values
Mission
Value Proposition
Culture
Target Market
Segments
Stakeholder perceptions
Services
Products
Infrastructure

Core values
Brand atributes

Differentiation
Value Proposition

Central Idea
Unifying Concept

Understanding

Clarifying

Positioning

Brand Essence

Competitive advantage
Brand Strategy

Business category

Key Messages
Voice and tone

Marketing strategy
Competition
Trends
Pricing
Distribution
Research
Environment
Economics
Sociopolitics
Strengths/weaknesses
Opportunities
Threats

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Big Idea

Brand Tangibility
Behaviour

Product

BRAND

Environment

Communication
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Any Questions?