Brand Positioning of Indonesian Brands
BRAND
AND
BRAND
POSITIONING
INDONESIAN BRANDS
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II TABLE OF CONTENTS Introduction Approach 1 Brand.......................................................................................................................................................... 5 2 Brand positioning ................................................................................................................................. 6 3 The Brand Steering Wheel................................................................................................................ 7 4 Indonesian brands................................................................................................................................ 9 4.1 PT. Indofood CBP Sukses Makmur Tbk. | Indofood....................................................... 9 4.2 Santika Indonesia Hotels & Resorts ...................................................................................12 5 Conclusion .............................................................................................................................................15 III TABLE OF FIGURES Figure 1: Scheme Brand Steering Wheel............................................................................................ 7 Figure 2: Indofood Logo ............................................................................................................................ 9 Figure 3: Santika Indonesia Hotels & Resorts Logo ....................................................................12
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Introduction A strong, unique brand is the most valuable asset of any business – it represents its identity, its products and services and manages to differentiate them from its competitors. It is not only a visual reception, a name, a term, a sign, a symbol or a combination of all these. A brand can be described as the set of perceptions and images that represent a company. It is
INDONESIAN BRANDS
2
II TABLE OF CONTENTS Introduction Approach 1 Brand.......................................................................................................................................................... 5 2 Brand positioning ................................................................................................................................. 6 3 The Brand Steering Wheel................................................................................................................ 7 4 Indonesian brands................................................................................................................................ 9 4.1 PT. Indofood CBP Sukses Makmur Tbk. | Indofood....................................................... 9 4.2 Santika Indonesia Hotels & Resorts ...................................................................................12 5 Conclusion .............................................................................................................................................15 III TABLE OF FIGURES Figure 1: Scheme Brand Steering Wheel............................................................................................ 7 Figure 2: Indofood Logo ............................................................................................................................ 9 Figure 3: Santika Indonesia Hotels & Resorts Logo ....................................................................12
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Introduction A strong, unique brand is the most valuable asset of any business – it represents its identity, its products and services and manages to differentiate them from its competitors. It is not only a visual reception, a name, a term, a sign, a symbol or a combination of all these. A brand can be described as the set of perceptions and images that represent a company. It is
References: “Brand Positioning - Definition and Concept”, n.d. http://www.managementstudyguide.com/brand-positioning.htm. Bünte, Claudia. Der Marken-Optimizer. LIT Verlag Münster, 2006. “Indofood”, n.d. http://www.indofood.com/en-us/home.aspx. “Indofood’s Brand Positioning in the Minds of Indonesian Consumers”, n.d. http://blogs.ubc.ca/brianhandoyo/2010/10/06/indofoods-brand-positioning-in-the-mindsof-indonesian-consumers/. Kotler, Philip, and Kevin Keller. Marketing Management. 14th ed. Prentice Hall, 2011. “Santika Indonesia Hotels & Resorts”, 2013. http://www.santika.com/. Schmitt, B. H., and David L. Rogers. Handbook on Brand and Experience Management. Edward Elgar Publishing, 2009. 16