What, How, and Why is Branding Necessary?

After briefing material on the Digital Marketing Framework at the third meeting, students and MSMEs in Yogyakarta were again given material on Branding Fundamentals on October 14, 2022, while still involving Mr. Bondan Satria Nusantara at Rumah BUMN Yogyakarta.

Why is Samsung's satirized Apple still selling well? Of course, the answer is branding. With strong branding, our business will be easier for customers to remember.

As exemplified by Bondan Satria Nusantara, "Dodo" wants to be known as a "child-friendly dentist." But Dodo is instead known to the public as an expensive and slangy doctor. Which is the so-called Dodo brand? Kid-friendly Dodo or expensive and slang Dodo?" The answers are all brands identified into 3 types.

First, for what brand of Blueprint do you want to be known? The example above that includes the Blueprint Brand is "child-friendly Dodo" because it is planned that he will be known as a child-friendly doctor. 

The second is brand delivery, which is how do you show it or communicate it? The example above that is included is the action of the dodo trying to be friendly and slangy. 

Last but not least is brand equity, which is all the result of perceptions that appear in the consumer's brain.

A brand is needed to be able to provide benefits for the company, such as:

Make it easier for us to sell because customers have more confidence in products that have a reputation, as well as in resellers who are easier to trust.

It's hard to go bankrupt. For example, take the case of Sari Wangi, which bankrupted its factory but not its brand. 

Journey branding can also be described through the following steps:

Creating a Brand Blueprint
Step 1 : Defining the Rational Value
Step 2 : Structuring Emotional Value
Creating a Brand Delivery Promise
Step 3: :Creating   Visual Identity
Step 4 : Doing Brand Communication.
Step 5 : Formation ofPerceptionsd and Expectations
Doing Proof Delivery
Step 6 : Experience buyingon the  distributionchannell
Step 7 : ProductConsumptionn
Step 8 : Reputation
Step 91 : Loyalty
Step 10 : Profit