creating brand content in strategic marketing

Wednesday, 12 August 2015Financial Hall, Graha CIMB Niaga 2nd Fl.

Jakarta

Creating Brand Content in

Strategic Marketing

Arief Budiman, MSi

Faculty Member of Prasetiya Mulya School of Business and Economics

Executive Summary

How to ensure the good brand content is?

Understanding the long-term effects of putting

strategic brand content on Nike’s brand equity

The essence of brand content

Strategic marketing and RBV

Brand, branding and knowledge

Brand, Branding and Knowledge

Managing Brand

1. Brand knowledge

2. Dimension of Brand Knowledge

3. The process

4. Brand leveraging

5. Knowing the entity

Brand knowledge

What is the first knowledge when you see these

logo?

Does any one saying Sweden and/or American?

“Consumer brand knowledge can be defined in

terms of the personal meaning about a brand

stored in consumer memory, that is, all descriptive

and evaluative brand-related information.”

Brand knowledge

Kevin lane Keller , 2003, Brand synthesis: the multidimensionality of Brand Knowledge,, Journal of Consumer Research Vol. 29 2003.

Strategic marketing and RBV

Brand positioning is a core strategic marketing activity (Ries and Trout 1982)

Fahy, Smithee / Strategic Marketing and the Resource Based View of the Firm, Academy of Marketing Science Review

Volume 1999 no.10

The resource-based view of the firm focuses attention

on the ability of the firm to deliver on its desired

positioning strategy.

Technological and organisational capabilities (Kogut 1991; Reich 1991),

communications and marketing infrastructures (Dunning1988; Porter1990)

Dimension of Brand Knowledge

Brand Knowledge

Awareness

Attributes

Benefits

Thoughts

Images

Feelings

Attitudes

Experiences


category identification and needs to

satisfied by the brand

descriptive features

personal value

and meaning

personal cognitive

responses

summary judgments

and overall

evaluations

affective responses

purchase and

consumption

behaviors

Brand Knowledge Management Journey From To

Individual

Volume

Protecting

Ad-hoc

Island

Explicit

Tactical

End

Organizational

Value

Revealing

Process

Network

Tacit

Strategic

Means

Explicit Tacit

Ian Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol.

2 pp. 47 - 54

“Brand Knowledge Management” Process

Collection Analysis Enquiry Experience

ExplicitTacit

converter Tacit

Ian Richards, David Foster, Ruth Morgan, (1998),"Brand Knowledge Management: Growing Brand Equity", Journal of Knowledge Management, Vol.

2 pp. 47 - 54

The key to incorporate the tacit and explicit knowledge is while in

enquiry process.

At this point then we can take advantage of consumer learning to

communicate the content effectively.

Brand leveraging

Creating new Brand Knowledge

Affecting existing Brand Knowledge

OR

Knowledge of Entity

• what knowledge exists about the entity and has the potential to transfer to the brand?

Meaningfulness

• what extent might this knowledge be deemed meaningful for a brand?

Transferability

• what extent will this knowledge actually become linked to the brand or affect existing knowledge?


The three ways to linking the brand knowledge with the entity:

Knowing the Entity of Nike

Shoes

Clothing Diversity

Expensive

Victory

Comfort

Running

Design

Celebrity

Athlete

Platform

Fuel

Brand Function Descriptive modifier Emotional modifier

Type of experiences or benefits that brand

providesFurther explanation

Affective explanation that brand provides

Authentic Athletic PerformanceKevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.

“Authentic Athletic Performance”

Nike’s brand mantra put a particular emphasis on maintaining

authenticity, by which we also meant integrity and purity, front and

center…

All products and activities associated with Nike likewise had to be

athletic, not leisurely…

Finally, every Nike product had to exude world-class performance

and meet the demands of the world’s finest athletes, even though

such athletes represented a microscopic piece of Nike’s total

business…

The essence of brand content

3. INSPIRE1. COMMUNICATE 2. SIMPLIFY

For Nike, the content is elaborated become:

Nike’s Content Leverage

TALK ABOUT ATHLETES, NOT NIKE.

Nike is utilizing the Nike Plus application thru IOS and Android

platform to seed and interrelate among others who lives in

sportsperson.

Nike is starting to communicating their content by bringing the

idea of any one can be a good athlete.

Nike’s Content Leverage

SATISFY YOUR FRIEND, IGNORE EVERYONE ELSE.

By creating Nike Fuel, where you and your friend can build kind of an

exclusive club, that you will not be take in everyone else business.

Understanding the Long-Term Effects of Putting

Strategic Brand Content on Nike’s Brand Equity

Kevin lane Keller 2013, STRATEGIC BRAND MANAGEMENT , 4th. Ed. Pearson International edition.

“If you have a body, you’re an athlete”

“running shoes”

“athletic shoes and apparel”

NIKE IS NOT A BRAND.

It’s an attitude

Question:

Which way that Nike follow to change their brand

knowledge?

Creating new Brand Knowledge

Affecting existing Brand Knowledge

OR

Please send your answer to me: [email protected]

Conclusion

Your Brand Positioning should create at the same time when you create brand mantra.

The brand content should capture the way how to: communicate, simplify and inspiring.

When creating the brand content, please ensure this positioning check list is passed:

1. Does your positioning desired by your brand community?

2. Does your positioning is delivered thru brand experiences?

3. Does your positioning is distinguishable from competitors?

Thank You