Brand Building Strategies (1)

Each company should develop their own policies regarding the brand of eye products in the same line. Brand is a combination of names, words, symbols or designs that give the identity of the product. As discussed above, that the advertised product but not the brand. Brand economic role if the brand is mass produced, so achieving economies of scale and a successful brand can hamper the memeperkenalkan competitors who want the same brand. Brand also has a strategic role with a difference between the brands offered by the company with its competitors brand. From the consumer perspective, a trusted brand is a guarantee of consistency of performance of a product and provide consumers the benefits sought when buying a particular product or brand. Brand also is a promise to consumers that by just saying his name, comes the hope that the brand will provide the best quality, comfort, status and other considerations when consumers make a purchase.

Brand consists of private brands (private brand / store brand / distributor of brand / private label), brand-specific / individual (specific / individual brand), brand lines / families (line / family brand), brand companies (corporate brand), brand combination (cobination brand). Private brand is a brand-sponsored by the distributor, for example on large traders and retailers. Alfa pulled out of sugar with the supermarket brands but do not have the sugar factory, the Alpha uses the private brand of sugar distributor permission. Allows private brand wholesalers or retailers provide lower prices and allow for higher profit. Bahakan many overseas companies ranging from clothing in upscale real Indonesian production, but given the brand overseas. Similarly, Indonesian-made shoes, branded ordering from abroad. Although made in Indonesia, but with foreign brands were able to sell a good price. Because the sale was not a product but the brand.
Another strategy is to build a brand with a specific brand which is a strategy to provide the brand name of a specific product. Unilever uses this strategy, for example Ax for brand deodorant, for Blue Band margarine, Domestos for mosquito, for Omo detergent, Pepsodent toothpaste and for for Sunsilk shampoo. Similarly, P & G, for Camay soap brands, for Crest toothpaste, Duracell batteries, Gillette for razors, Head & Shoulders for shampoo and Pampers for diapers.

Thanks to : Mohammad Suyanto

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Position Determination Based on Benefit

Benefits by positioning the product is positioned as a leader in a particular benefit. Benefits include symbolic benefits, functional benefits and benefits based on experience. Successful positioning requires communication strategies that can draw attention to one customer's needs, whether symbolic, functional and experimental.

Positioning is based on the benefits of symbolic positioning using attraction for someone to have the desire to possess objects of successful people. Symbolic benefits still apply in Indonesia, Mercy cars, BMW and Volvo mostly found in Indonesia, even Jaguar and Ferrari began to be found in the metropolis. Conversely, if the Kuala Lumpur, Malaysia which we find only the Proton or Perodua cars, very few cars as we temuai Mercy, BMW and Volvo. "Consumers who buy an expensive car to show success in a career. By buying an expensive car, which they obtained success can be seen by others "said one customer Mercy. Though really just a false success, but in Indonesia this sibol benefits many are still chasing him. BMW uses the slogan "The Ultimate Driving Machine".

Positioning is based on the functional benefits on the basis of positioning the functional benefits of these products. Bimoli cooking oil using functional benefits by using "cooking oil with the best quality with the content of omega-9". Benefits of omega 9 is said to reduce the risk of coronary heart disease and the relative heat resistance. Similarly ProXL using functional positioning based on the slogan "Not Just Talk".

Positioning based on experimental determination of benefits based on the position in the customer experience using the product both appearance and comfort. Viva face powder using experimental based positioning. With the slogan "suitable for tropical skin". Most use Viva mother and brother because they use it. Youth group woke up not only alone but because of their compatibility with the skin or the convenience to use it. Viva is a local brand that could last more than 45 years of the onslaught of global brands with a wider variety of sharp competition. Viva remains the Top Brand of Indonesia to face powder category.

Thanks to : Mohammad Suyanto

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DETERMINATION OF ATTRIBUTES BASED ON POSITION

Positioning is positioned according to product attributes based on attributes or characteristics, such as symbols, symbol, size, color, location, position and so on. Positioning based on this attribute will work well if the attribute is associated with the consequences of these attributes for the customer and the consequential personal value in strengthening the product in customer's mind. Promagtermasuk examples of successful use by positioning attributes. Selected for the fasting month of imaging products that are touching the hearts of Muslims.

Consequences are what customers expect to benefit or loss when consuming these products. Status, comfort, performance, safety and resale value high is positive consequences (benefits) for vehicles, instead of damage, fault repair and lower selling prices are negative consequences (losses) which avoided the consumer.

Personal values is a belief held by someone who is related to what is important in life. This value is closely related to the statement or behavior that people do in life. Product attributes and consequences are not just obtained, but rather as a consequence of receiving a statement or positioning. Every act of consumption is valued as an effort to receive a statement at-positioning-kan.Oleh because of the perception that customers, affect the value attribute dankonsekuensinya.

Shar-e cards are positioned itself in the minds of consumers as a debit card on sharia principles berdasarka widespread in Indonesia, because it can be obtained at any post office with only Rp.125.000, - using the slogan "The easy way to share the results". Similarly conducted by Promag. In his Promag posisioning displays the figure of a devout Muslim. This figure is played by Matthew Mizwar is known as the celebrities who are religious. Packaging Promag selected yangidentik green with Islam. Finally make Promag as a market leader with a market share of about 80%.

Thanks to : Mohammad Suyanto

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