Why do we need a branding? And why is branding so important? Branding is so important, because the former makes it easier to sell. Customers trust sellers who already have a reputation, so it's easier for resellers to sell trusted brands. Second, it is more immune to competitors, for example, a product that has a big and well-known branding will certainly still have many buyers even though it has been teased in any way by competitors.Â
Third, it is almost impossible to go bankrupt, because the one who can go bankrupt is the manufacturer, but the brand is still there.
The plan or desire is called the Brand Blueprint. For example, Lana wants to be known as a cheerful and smiling singer. But she instead known as a luxurious and fashionable singer. Thus, Lana, who is known by the public as a luxurious and fashionable singer, is called perception or Brand Equity. How Lana communicates it and shows it is called action or Brand Delivery.
So, all the results of perceptions that appear in the minds of consumers are Brand Equity. We as business owners (products and brands) can only focus on controlling the Brand Blueprint and Brand Delivery.
The example of Brand Blueprint: Lharizma wants to be known as herbs product who have a premium quality with the people who want to live more health and the people who have a health problem.
And the example of Brand Delivery:
Visual: to be packed with a premium package and photographed the product with elegant and classy
Verbal: Healthy Home Made for Your Health
Distribute: Online
The purpose of building a brand is to be known by the wider community, so that products can be sold and develop consumer loyalty.
Branding has two main components, it called:
- Rational Value (Competence): This Rational Value is based on logic and product quality. The downside is that it's easier to imitate.
- Emotional Value (Character/Attitude): Emotional Value is based on the emotional bond of the producer of goods/services to the consumer
