At the third meeting on October 14 2022. Brand Persona & Research is the material that will be delivered by Bondan Satria at this meeting.
Bondan Satria explains the importance of brand in a product, how the brand is made, etc. Brand is often referred to as identity or character. why are brands important? because it makes selling easier.
Brands are created with rational values or competencies and emotional values or characters, both of which are based on the products to be marketed.
Bondan Satria also gave an example of Dodo wanting to be known as a child-friendly dentist. However, Dodo is known to the public as an expensive and slang doctor. which one is called a brand? Child-friendly Dodo or expensive and slang Dodo? all are brands.
First, Dodo is child-friendly, which is a Blueprint brand, because that is the plan. and Dodo, which is expensive and slang, is Brand Equity because this is the public's perception that Dodo is known as expensive and slang.
Apart from brandlueprint and brand equity, there is brand delivery and branding journey. The branding journey includes several stages, as follows
Create brand blueprints
1. Determine Rational Value
2. Develop Emotional Value
Doing Brand Delivery Promises
3. Create a Visual Identity
4. Conduct Brand Comm.
5. Formed Perceptions and Expectations
Do Proof Delivery Proof
6. Experience Buying on the Distribution Channel
7. Consumption of Products.
