MID TEST Marketing Management
MID TEST- MM5003
Marketing Management
The Relationship among Marketing Strategy,
Brand and Brand Positioning with Extra Joss as Illustration Case
BY: A.A. BAGUS
PRAMANANUGRAHA, NIM.29114815
MASTER OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
BANDUNG - 2014
INTRODUCTION
“Having a Better Brand Is Better Than Having a Better Product” Al Ries, adage.com.
Before we analyzing what is relationship among marketing, strategy, brand and brand positioning.
First, we must know what is brand, brand positioning and marketing strategy it self? why they are so important for your business? And how they can influence our target market to choose your brand? Well, we start from what is brand first.
What is Brand?
“make it simple, but significant”
Acoording to the American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.1 From that definition, we can easily understand that brand must have a unique identity to become differentiator with other competitors and this can have a strong relationship with the customers.
And we call it branding, when that identity, idea or symbol is marketed and it is recognizable by more and more people with a certain service or product, when there are many other companies offering the same service or product. So, branding is the activity to make or developing brand more connected emotionally to the customers. Therefore it is makes sense to understand that branding is about getting your prospects to see our brand as the only one that provides a solution to their problem.
There are several objective that a good brand will achieve, included:
Delivers the message clearly
Simple and Easy to Recoqnized
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty,
Marketing Management
The Relationship among Marketing Strategy,
Brand and Brand Positioning with Extra Joss as Illustration Case
BY: A.A. BAGUS
PRAMANANUGRAHA, NIM.29114815
MASTER OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
BANDUNG - 2014
INTRODUCTION
“Having a Better Brand Is Better Than Having a Better Product” Al Ries, adage.com.
Before we analyzing what is relationship among marketing, strategy, brand and brand positioning.
First, we must know what is brand, brand positioning and marketing strategy it self? why they are so important for your business? And how they can influence our target market to choose your brand? Well, we start from what is brand first.
What is Brand?
“make it simple, but significant”
Acoording to the American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.1 From that definition, we can easily understand that brand must have a unique identity to become differentiator with other competitors and this can have a strong relationship with the customers.
And we call it branding, when that identity, idea or symbol is marketed and it is recognizable by more and more people with a certain service or product, when there are many other companies offering the same service or product. So, branding is the activity to make or developing brand more connected emotionally to the customers. Therefore it is makes sense to understand that branding is about getting your prospects to see our brand as the only one that provides a solution to their problem.
There are several objective that a good brand will achieve, included:
Delivers the message clearly
Simple and Easy to Recoqnized
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty,