BUILDING BRAND EQUITY & POSITIONING (NEW)

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1. 76 MARKETING MANAGEMENT I E Menjawab Masalah Apa? Apakah target pasar perusahaan Anda dengan mudah mengenali brand produk perusahaan Anda dan produk Anda dicari-cari oleh mereka? Brand adalah aset perusahaan yang berharga, menjadi kunci pembeda dengan pesaing dan salah satu faktor penentu keberhasilan produk di pasaran. Oleh karena itu perlu dibangun, dikelola, dikembangkan dan ditingkatkan nilainya. Mengelola brand yang efektif diawali dari pemahaman terhadap brand itu sendiri dengan tujuan akhir adalah memilki brand yang memiliki suatu nilai yang tinggi di mata konsumen. Membangun dan mengelola brand adalah tugas dari seorang Marketer . Dengan demikian penting bagi seorang Marketer untuk mengetahui, memahami serta mengelola brand dari produk yang dipasarkan. Manfaat Apa yang Anda Peroleh? Setelah mengikuti pelatihan ini, peserta diharapkan mampu: • Memahami konsep brand dan brand equity • Memahami pentingnya suatu brand • Mengidentifi kasi Perilaku konsumen yang mempengaruhi persepsi konsumen terhadap brand • Melakukan pengukuran performa brand • Mengelola brand equity • Menyusun tahapan merancang brand positioning . Apa Saja yang Dibahas? • Konsep Brand equity • Perceptual Mapping • Brand Audit • Brand reinforcement dan Brand revitalization • Tahapan merancang brand positioning . Siapa yang Perlu Ikut? • Manajer Marketing • Supervisor Marketing 34 BUILDING BRAND EQUITY & POSITIONING (NEW) Problems to be addressed Does your company’s target market recognize your company’s product brand easily and is your product being sought after by them ? Brand is a valuable company’s asset, it becomes a key difference with the competitor, and it is one of the factors that determine the product’s success in the market. Hence, it needs to be established, managed, developed and increased in its value. To manage the effective brand, it starts from understanding the brand itself, with the ultimate goal is to own brand which acquires a high value in the eyes of consumer. To establish and manage brand is the responsibility of a Marketer. Therefore, it is important for a Marketer to recognize, understand and manage the brand of product that is being marketed. Objectives Having attended this program, the participants are expected to be able to: • Understand the concept of brand and brand equity • Understand the importance of a brand • Identify consumer behavior which infl uences consumer’s perception toward the brand • Measure brand performance • Manage brand equity • Develop stages on designing brand positioning. Subjects covered • Concept of brand equity • Perceptual Mapping • Brand Audit • Brand reinforcement and brand revitalization • Stages on designing brand positioning. Who should attend • Marketing Manager • Marketing Supervisor Price: IDR 5.100.000,-

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