Power Branding Shifting Brand Paradigm
Establishing a relationship with customers through branding, in brand-customer, is the key promoter for the company to be able to compete in tougher competition. Consumers perception on the brand much influences the quality of the relationship with the customer. Therefore, brand management is a crucial step to subjugate a turbulent business environment.
Brand is defined as a series of words, symbols, numbers, or colors configuration as a sign to differentiate one product with another. With time, this sign will grow. Each brand has a certain place in the consumers memory; consequently the marketers must persistently make positioning so that their brands can have an appropriate place in consumers memories. Despite of that, the real positioning should be done by the consumers themselves, not by the marketing. Marketers only plan and communicate how to position their brands as desired. In other words, a marketer only does positioning prompts.
Brand management resembles taking care of a child. The product to be launched is prepared well and labeled appropriately so it can be accepted in the market. Brand positioning is conducted after segmentation, targeting and positioning results are known. The brand that represents the product is positioned in consumers mind. This brand gives the brand identity that supports the strategic brand personality so it can synchronize in the heart of the consumer. Ultimately, the consumer recognizes the brand (brand awareness) and creates a certain impression for it (brand image). If a consumer recognizes a brand, he/she will associate a series of attributes and place it in his/her memory.
One of the obstacles is what the consumers perceive does not necessarily correspond with what the marketer wants to communicate. The biggest constraint in the brand management is how to present a message that matches with what is perceived, remembering that the important aspect of the brand resides in consumers mind and not in the product package. Its the brand in the consumers mind that influences the consumers decision and benefits the marketers.
In an identity, lie a number of characteristics that differentiate one with another. Just like an identity card (ID), it has a number of attributes to become the discrimators. In this ID card, it is noted certain features such as sex/gender, place and date of birth and others. More complete features such as curly hair, brown eyes are recognized through the photo on the card. This analogy is valid in the brand identity. A brand owner is responsible for a certain brand image; therefore he/she must always develop its brand identity. The brand identity is what a marketer presents. The brand image is how a consumer perceives it. In order to create a strong brand image, consistency in communicating the brand personality is required in the brand positioning framework.
The last development regarding the brand management is to present a brand personification. A brand is given an identity, an image, a personality, a character and a culture. Thefeore, a brand does not represent a product or a service only, but it also embodies the image of the whole organization.
JCGs POWER BRANDING
The JCG views a brand as a tool of corporate strategy to achieve its target; therefore it requires a comprehensive and integrated approach in executing the brand management. The strategy in the corporate and the business level must as well be considered in designing the brand strategy.
The companys vision, mission and objective become the main reference which is eventually formulated into the corporate strategy. The corporate strategy then formulates a strategy at the business unit and marketing function. The marketing functional strategy assembles the brand strategies. Among them are to create the brand portfolio on every brand to fulfill the marketing target, to establish a brand-customer relationship with the targetted consumers, and to compete with the competitors in that market.
After that, the concept of positioning on each brand needs to be developed, as well as the strategic brand personality and brand identity. The main purpose of this activity is to market the products and communicate the corporate. The corporate communication tends toward on creating the brand awareness and image; while marketing communication, which consists of advertisements, MPR, direct marketing and sales promotions, deals with the purchase and the re-purchase and creates the brand loyalty.
BRAND MANAGEMENT: SOLUTION IN TURBULENT WORKING CONDITION
Brand is the go-getter of marketing. Customers are highly influenced by their perception on the brand; hence the brand management holds a vital role in the turbulent working condition. Moreover, a strong and established brand positioning in consumers mind guarantees the consumers loyalty for the product. This is the main purpose of Power Branding.