Position Determination Based on competitors

Competitors by positioning the product as the best positioned than its competitors. Positioning is a communication strategy. Millions of products or brands on the market tumbled, then to enter the customer's mind is not easy. The only way is to find a gap to put the position of competitors. Thus we have to move a new idea or new product into the minds of different customers with a product or brand competitors.

Columbus says that "the Earth is round", but the general public say that "the Earth is flat". One of the many convincing arguments is the fact that the first time fishing in the sea watching the top of the mast was approaching. After seeing the top of the pole, then see the screen and finally saw the boat in full. This simple observation proves itself more effective than blind mathematical logic to solve the problem, including improving the competitive strategy. Nevertheless there are four things we need to consider in finding loopholes in the minds of customers.

First, to convey the message to the customer's mind should be relate and make sense. Three wheels make positioning by competing with its ad slogan "Strong Trusted". Customers catch associated with that ad and it makes sense that the cement mortar Three Wheels is best quality and sturdy wheels to make a Top Three Brand cement in Indonesia.

Second, find the idea that the difference with the competitors. Olympic positioned itself as a furniture with a complete variety, ranging from children sets, bedroom sets, office sets, kitchen sets and set as distinguishing living with competitors. Olympic is also a furniture company with leading innovators from the design, quality and price, so that the Top Brand Olympic Indonesian furniture.

Third, have evidence that supports that make it real and believable. Garda Oto Astra Buana's insurance with "Do not Worry Be Happy" has proved that they can be trusted. During floods and bombs, Auto Guard fleet has done standby at the scene. This indicates that the Garda Oto customer care to customers at the time of trouble, so customers are not concerned with the Garda Oto.

Fourth, communicating the product or brand differences we have compared to competitors. Philips lighting products with its tagline "Frankly Philips light on", later changed to "Sense and simplicity", to produce a good communication in the minds of consumers as a quality lamp that eventually became Top Brand lamps in Indonesia.

Thanks to: MSuyanto and AMIKOM

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Brand Building Strategies (3)

Brand building strategy can be to rely on brand equity. Brand equity based on the consumer perspective is a recognition of the brand's consumer and store in their memory and their associations that support the brand, strong and unique. Brand equity based on the consumer perspective of brand awareness and brand image.

Brand awareness is the brand's ability to appear in consumers' minds when they're thinking about a particular product and how easy it is to name revealed. Brand awareness is the basic dimensions of brand equity. A brand does not have the equity to the consumer aware of the brand. New brand should be able to achieve brand awareness and maintain brand awareness should be done all brands. The level of brand awareness to brand known as awareness and recall tend to be shallow brand as a deeper awareness. For in Indonesia, if we consider the brand of toothpaste that can quickly arise in our heads then Pepsodent will appear first, followed by new Ciptadent, Close-Up and others. Whereas if we think the mosquito, then the Baygon will appear first, followed by three new wheels and others.

Brand image is a kind of association that emerged in the minds of consumers when considering a particular brand. These associations can arise in the form of a particular image or idea associated with a brand. This association can dikonseptualkan by type, support, strength and uniqueness. Type of brand associations include the attributes, benefits and attitudes. Attribute consists of attributes associated with products such as design, color, size and attributes that are not associated with the product, such as price, user and usage imagery. While the benefits include the benefits of a functional, symbolic benefits and benefits based on experience. Bodrex associated as the drug is safe and rapid healing. Komix associated as a cough medicine that can be drunk directly with the advertising slogan "Tante Fe batuk, diglek aja".

To enhance brand equity through an election conducted brand names or logos are good. The most common effort made through marketing programs and marketing communications in order to create an association that supports, strong and unique in the consumer's mind between the brand and the attributes or benefits. High quality products and present the potential value of having a high brand equity business needs effective marketing communications and consistently to build and maintain brand equity. Tea Sosro expressed as one of the biggest brands in Indonesia, actually no more than water given sugar tea. However this brand has great brand equity for the promotion pemasarnya continuously.

Thanks to: MSuyanto

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Brand Building Strategies (2)

Real marketing strategies brand building strategy in the consumer's mind. If we have the ability to build a brand, it means we have a strong marketing program. Another strategy to build brands is to empower brand product lines. Brand product line is a strategy put in a brand name product lines related. Brand product line focuses and provides cost advantages by promoting the product line rather than each product. This strategy is effective if the company has one or more product lines, each of which contains a relationship between the items of the product. One advantage the brand's product line is the addition of product items can be introduced to empower the brand names that have been built.

Strategies that big companies use to build a brand, usually by using the company's brand. A company's brand building strategy brand identity using the company name to identify the product. Toyota, Panasonic, Polytron, Sony, IBM, Intel, Motorola, Sharp, Sanyo, Toshiba, Yamaha, Honda and McDonald's use the company brand (corporate brand) to advertise its products. Good Honda ads Mega Pro 1600 and continue highlighting Karisma Honda brand as a corporate brand.

Kijang and Avanza success as Top Brand Indonesia, one of them because of that it uses the Toyota brand. Toyota to build brands is not only a company that menjualmobil, but the company that offers a Total Ownership Experience, ranging from dealers to contact customers after sales service is optimal. Toyota Kijang with the image that the vehicle is durable and easy to maintain and relatively high prices purnajualnya compared with competitive brands make a strong brand in the minds of consumers. Toyota Avanza, using Toyota's corporate brand has been trusted around the world who have superior products, services satisfactorily high resale to make its brand into Top Brand Indonesia. Panasonic with AC and a washing machine also became Top Brands Indonesia, both use the company's brand. Polytron with audio, which provides electronic product images are relatively inexpensive, but quality in Indonesia. Similarly, Sharp and Toshiba with television and refrigerator, all of which use the company's brand strategy to achieve excellence.

Thanks to: MSuyanto

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