Ten Step Evaluating Brand The market is a brand engagement, brand competition is dominant. Businesses and investors will regard the assets as the most valuable company. A brand is unique. Build and manage brand equity has become a priority for any company, in all types of industries, and in all types of market. Build and manage well will increase consumer loyalty and profitability. A business-oriented market where mensegmenkan has been the target market and track the behavior of consumers through segmentation is in best position to build a successful brand. The first step in building a brand identity is positioning the product determine the expected value and the preposition (preposition value) for a specific target market. Without this specification, the process of determining the identity of the brand will be fading fast, and only stuck on the product features rather than benefits to consumers. Brand management strategy is absolutely necessary in order to form a taktikal a more systematic and planned.
Strategic Brand Management (Craven, 2003) Every initiatif brand management is shown in the picture 1 can have any positive or negative impact on the value of a brand. Emphasize the importance of brand equity value brand and identify the key dimensions of equity. Constitutes the equity to build the brand from time to time. Analysis of strategies to provide critical information to decide each issue on the activities of brand management. Include market analysis, consumer behavior, competitors, and information for all activities merek.Setelah brand management strategy needs to be done and the evaluation strategy in the form of tracking brand performance. Evaluation system in the product brand (portfolio) requires tracking the performance of each product. Management should have a goal of performance measurement and performance measurement reference product. A qualitative method known as the brand score card to help managers to measure brand performance systematically. This method uses the characteristics of the ten most. The characteristics of this reference will be made in assessing the performance of brands. Qualitative methods are expected to become the basis for deciding anything related to evaluate the brand and also monitor the brand from time to time. The determination of score each item based on your perception. By using the scale from 0 to 20 (very bad to very good) and image in the form of a bar chart to facilitate the analysis. Use bar charts to direct discussion with the associate brand management. So how will help to identify areas which need improvement, areas where the winner, and learn more in-depth description of how the actual product or a brand in the portfolio. To help determine the score, below is a guide for managers or associate the brand management to provide a score on each item.
1.Brand is able to provide the benefits that real consumer needs. What you're trying to mengobservasi consumer wants and needs that can not yet fulfilled? Through what method? Do not put your attention on the consumer experience of products and services offered? Do you have a system where the consumer can provide comments on experience using the products and services?
2.Brand is still relevant. Do you have invested to improve the product in order to add value for consumers? Do you know the exact taste of the consumers? On market conditions at this time, is all your marketing decisions based on these things?
3.Strategy based on the value price of dipersepsikan consumers. Whether the company has to optimize price, costs, and quality to meet and even exceed what the consumer expected? Do you have a system to monitor changes in perception of the value of your brand? Are you estimate how much you trust to the consumer product brand you?
4.Positioned with the right brand. Do you have things that are required as basic pembeda to compete with your competitors? What is point of different has been successfully understood by consumers as their awareness of the product on the market?
5.Consistency merek.how marketing program does not cause a confusing message and did not occur during this? Conversely, is there any adjustment program with the current situation?
6.Brand portfolio and hierarchy . how can create a company brand umbrella for all brands in the portfolio, is every brand in the portfolio has a separate role? How ekstensifnya overlap between brands? In which area? Vice versa, if the market already includes the most? Do you have a hierarchy where the brand is not easy and can be understood well?
7.Brand and coordinate the entire list of marketing activities to build equity brand.how to you choose and design a brand name, logo, symbol, slogan, packaging, and others to maximize the brand awarness? Did you integrate the activities of marketing push and pull to reach the distribution and consumer, is all marketing activities can be understood properly, is managing the implementation of each activity and find out the activity with one another? mengkapitalisasi Do you have a unique ability in the selection of communication that will not remove the sense of a brand that is displayed?
8.Brand managers understand what the meaning of the user.ho to you know what is preferred and not preferred by the consumers of your brand? All you if you know the marketing team members and what has been done to the brand, whether that comes from companies and foreign companies, is your have made a boundary-based scheme for the extension of consumer behavior and brand preferences for the marketing program?.
9.Brand support the operation and maintained in the long term. Are success and failure of the marketing program can be understood before the program was changed, is less R & D to provide dukunganya? Already have the desire to reduce marketing support as a reaction to a weakening market, or fall sales figures?
10.Company monitoring sources of brand equity. Do you make an audit to assess performance and to design the strategic goal? Whether you regularly conduct studies to evaluate the current market conditions? Whether you regularly distribute reports that brand equity be at all the research and relevant information to assist marketers in deciding something Do you have clearly assigned responsibilities to monitor and maintain the brand equity?
In the end, the strength of brands lies in consumers' minds, where they feel and learn about brand from time to time. Consumer knowledge is the "heart" brand equity. This realization has an important impact on management. The imaginative, brand equity to help marketers in the bridge and the strategy of the future. So, whatever money has been spent not be seen as an expenditure, but investment-investment that consumers know, feel, remember, believe, and think about the brand-to the consumer will decide, based on the beliefs and attitudes towards their brand. Marketers who build strong brands already know the concept and use it to refine, implement, and communicate their marketing strategy.
REFERENCES Aaker, D. A. (1991), Managing Brand Equity. Capitalizing on the Value of a Brand Name, The Free Press. New York Best, R. J. (2005), Market-Based Management: Strategies for Growing Customer Value and Profitability, 4th ed., Pearson Education, Inc., Upper Saddle River, NJ Cravens, D. W. and N. F. Piercy (2003), Strategic Marketing, 7th ed., McGraw-Hill/Irwin, New York Keller, LK, (2001), The Brand Report Card, Harvard Business Review on Marketing, Harvard Business School Publishing, Boston
