Brand Positioning of Indonesian Brands

Topics: Brand, Brand management, Marketing Pages: 11 (3108 words) Published: August 30, 2013

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 


BRAND
AND
BRAND
POSITIONING

INDONESIAN BRANDS





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II TABLE OF CONTENTS Introduction Approach 1
 Brand.......................................................................................................................................................... 5
 2
 Brand
positioning ................................................................................................................................. 6
 3
 The
Brand
Steering
Wheel................................................................................................................ 7
 4
 Indonesian
brands................................................................................................................................ 9
 4.1
 PT.
Indofood
CBP
Sukses
Makmur
Tbk.
|
Indofood....................................................... 9
 4.2
 Santika
Indonesia
Hotels
&
Resorts ...................................................................................12
 5
 Conclusion .............................................................................................................................................15
 
 III TABLE OF FIGURES
 Figure
1:
Scheme
Brand
Steering
Wheel............................................................................................ 7
 Figure
2:
Indofood
Logo ............................................................................................................................ 9
 Figure
3:
Santika
Indonesia
Hotels
&
Resorts
Logo ....................................................................12
 




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Introduction A strong, unique brand is the most valuable asset of any business – it represents its identity, its products and services and manages to differentiate them from its competitors. It is not only a visual reception, a name, a term, a sign, a symbol or a combination of all these. A brand can be described as the set of perceptions and images that represent a company. It is a whole concept, a promise, an essence of what a company delivers with its services or products. Representing the whole corporate identity, businesses should treat it with the whole value it deserves due to its great weight and influence. 
 Approach Before concentrating on elaborated examples of the relationships between brands and brand positioning in the real situation of some Indonesian brands, the following part will delineate the basics of brand and brand positioning and their relationships to each other. After defining both terms, on which this paper is concentrating, both aspects will be merged into one concept. Therefore the brand steering wheel will be used to derive brand identity. Furthermore it is an appropriate tool for managers to comprehend their brand and for enabling and sustaining the implementation of the brand inside of the company and towards the consumers in the marketing mix. Including many dimensions of a brand it is nowadays successfully applied in a vast number of companies – especially in Germany where it was developed, but also in international companies. For this reason it will be used as an analyzing tool for the chosen elaborated Indonesian brand examples.



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1

Brand

The beginning of brand building started in the Industrial Revolution, simultaneously with the beginning of mass production and the anonymization of the purchase process. Businesses recognized the importance of marking their products for verifying the quality of their manufactured goods, for distinguishing them from competition and thus for customer orientation. At the same time brand management became a key function in the management of businesses. To provide a basic for this paper, it is necessary to define the term “brand”. On the terms “brand” and “brand positioning” specialized literature provides numerous and heterogeneous definitions. For the further understanding the following definition according to Meffert (1998) was chosen due to its...

References: “Brand Positioning - Definition and Concept”, n.d. http://www.managementstudyguide.com/brand-positioning.htm. Bünte, Claudia. Der Marken-Optimizer. LIT Verlag Münster, 2006. “Indofood”, n.d. http://www.indofood.com/en-us/home.aspx. “Indofood’s Brand Positioning in the Minds of Indonesian Consumers”, n.d. http://blogs.ubc.ca/brianhandoyo/2010/10/06/indofoods-brand-positioning-in-the-mindsof-indonesian-consumers/. Kotler, Philip, and Kevin Keller. Marketing Management. 14th ed. Prentice Hall, 2011. “Santika Indonesia Hotels & Resorts”, 2013. http://www.santika.com/. Schmitt, B. H., and David L. Rogers. Handbook on Brand and Experience Management. Edward Elgar Publishing, 2009.
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