To Socialize The Brand

You know the slogan or ads "Orang Pintar Minum Tolak Angin". If you heard the slogan, your mind must be directly fixed on the packaging of liquid herbal medicines taste sweet rather mint. To popularize the slogan, they took famous artists and bands like Dewa, Sophia Latjuba, Renald Khasali, Lula Kamal, Ikang Fauzy, and so forth as a brand endorser.

Demonstrated expertise when new products Kuku Bima Ener-G was launched. Drink which is a derivative of a strong herb Kuku Bima brand was positioned as an energy supplement. In communicating these products, they are classified as daring as holding endorser ads that can be said is not known at all before. Mbah Marijan, for example, coupled only shortly after Mount Merapi erupted. Gatekeeper of volcanoes in Central Java was chosen because he refused to participate displaced when Mount Merapi would erupt.

In their minds, a character that's become an icon that fits Kuku Bima Ener-G, because it reflects the strength of Mbah Marijan. Because of that, "Rosa! Rosa! "Became the slogan of a cute and adorable, but still show the desired image. Supplement drinks targeted the lower middle class market is combined with the power of Mbah Marijan, who incidentally is a local community role model, very precise.

Appears Sido case gives an idea of ​​how to build brand strength through brand relevance and brand resonance. Both of these components is crucial in brand building. Building a brand must be "relevant", means shall be in accordance with the needs, desires, and expectations of consumers, as well as to follow the changes that occur in the market, especially to understand the changes in buying behavior of customers. Advertising agency Young and Rubican (Y & R) develops a model of the famous brand equity with brand name asset valuator (BAV). They researched about 200 thousand customers in 40 countries, and one of the four pillars of brand equity is a key component of relevance. Measurements performed to determine the brand relevance of how broad the appeal of a brand.

Marketing research consultancy Millward Brown and WPP has developed a model of brand strength called BRANDZ. In BRANDZ model, the measurement of brand relevance is more focused on how meaningful the company bid for the consumer. In terms of brand relevance, Sido appears always trying to expand its brand, and his offer has always managed to make consumers buy. We can see the expansion of a variety of flavors from the Kuku Bima Ener-G, or for example to expand the brand Reject Wind so that we know of Refuse Wind Flu, Cough, and Reject Wind for children. Even to venturing into the candy industry. The use of a very populist endorser is also one of their ingenuity could not think his opponents. Outlook on life such as defending the weak and in life should always seek a balance translated into business step.

The second component in the construction of a brand to watch out for is the brand resonance (resonance brands). Kotler says that the brand resonance is usually always begins with the identification of the customer's brand and brand associations in consumers' minds. Then build a solid sense of the totality of the brand into the minds of customers with a strategy of linking a lot of brand associations tangible and intangible, as well as see the consumer response and creating strong customer loyalty. In essence, there should be an emphasis on the dualism of the brand, which is preparing the route rational and the emotional route. Just look at the communication strategies developed by Sido appears, always on the preparation of emotional route and rational route.

The ad message is very rational and clear, but we always feel the emotion on their brand promise. The programs are always based on a populist program that always makes an emotional bond is formed. Customers always feel "in line" with brands Appears Sido, such as Reject Wind and Kuku Bima Ener-G.

Translating a history of successful ads like Sido through model brand relevance and brand resonance is just one example of the success of the company that runs the socialize brand program. At least, they has succeeded in carrying the brand by involving the wider community that became the target market. Remember, the name without the idea, even if washed down by billions of advertising value, not a brand. He is just a name and a name without a message. So, try "Socialize your brand", then success would come.