{"id":10327,"date":"2022-11-28T15:43:09","date_gmt":"2022-11-28T08:43:09","guid":{"rendered":"https:\/\/binus.ac.id\/bandung\/?p=10327"},"modified":"2023-01-09T15:07:47","modified_gmt":"2023-01-09T08:07:47","slug":"brand-essence","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/bandung\/2022\/11\/brand-essence\/","title":{"rendered":"BRAND ESSENCE"},"content":{"rendered":"

Part 2<\/em><\/p>\n

Oleh Ratna Amalia<\/p>\n

Bagaimana cara menentukan esensi merek?<\/strong><\/p>\n

Esensi merek yang hebat, menyeimbangkan antara autentisitas dan kualitas pemikiran.<\/p>\n

Dengan demikian, cara paling efektif untuk mengidentifikasi brand essance<\/em> untuk sebuah merek adalah dengan mencari masukan dari orang-orang, baik di dalam maupun di luar bisnis anda, termasuk anggota tim, rekan industry, pelanggan dan\/atau klien.<\/p>\n

Cara yang paling efisien untuk melakukan ini, tentu saja, adalah mengumpulkan pemangku kepentingan dari masing-masing kelompok untuk bertukar pikiran.<\/p>\n

Lakukanlah proses brainstorming dan mindmaping.<\/p>\n

\"\"<\/p>\n

Proses brainstorming dan mindmaping<\/p>\n

Sumber: https:\/\/i.pinimg.com\/564x\/91\/09\/97\/9109973a20b3cb4ebbcf77eaea6e296a.jpg<\/a><\/p>\n

Bagaimana kita bisa tau esensi brand yang baik?<\/strong><\/p>\n

Seorang expert branding<\/em> bernama Kirk Phillips mengembangkan kriterianya dengan membuat “9 Kriteria Esensi Brand” untuk menentukan kekuatan esensi merek.<\/p>\n

Untuk memastikan kekuatan esensi merek bisa menggunakan pertanyaan\u00a0berikut ini:<\/p>\n

Apakah esensi merek itu unik? Apakah audience<\/em> bisa memiliki pengalaman terhadap brand<\/em> tersebut? Apakah terukur? Sebaiknya semua harus dipastikan dengan baik.<\/p>\n

Manfaat brand essence:<\/strong><\/p>\n

    \n
  1. Pemasaran yang lebih baik<\/li>\n<\/ol>\n

    Lebih mudah menjual produk kepada pelanggan jika mereka sudah mengetahui merek terkenal. Brand Essence membantu merek membangun cerita seputar penawaran produk sehingga diharapkan mendorong permintaan.<\/p>\n

    \u00a0 \u00a0 \u00a0 2. Memberikan ekspektasi yang lebih tinggi<\/p>\n

    Perang merek, hari ini, lebih dari sekadar perang harga. Ini lebih terkait dengan ekspektasi emosional pelanggan dan apa yang mereka rasakan saat menggunakan merek. Brand essence<\/em> membantu pemasar memenuhi ekspektasi emosional pelanggan dan membangun ikatan dengan mereka.<\/p>\n

    \u00a0 \u00a0 \u00a0 \u00a03. Mempertahankan konsistensi<\/p>\n

    Brand essence<\/em> jika dipadukan dengan visi, misi, tujuan bisnis, dan janji merek, akan membantu merek mempertahankan konsistensi dengan apa yang ditawarkan, bagaimana ia menawarkan, dan apa yang dirasakan pelanggan saat mengonsumsi penawarannya.<\/p>\n

    Brand essence<\/em> bisa bermanfaat dalam menimbulkan keterikatan emosi antara pelanggan\u00a0dan merek.<\/p>\n

    Brand essence<\/em> \u00a0juga\u00a0membentuk kepribadian merek seperti manusia yang memiliki sifat khasnya.<\/p>\n

    Referensi<\/p>\n

    https:\/\/u.group\/thinking\/brand-essence-your-brands-north-star\/<\/a><\/p>\n

    https:\/\/accurate.id\/marketing-manajemen\/esensi-merek\/<\/a><\/p>\n

    https:\/\/www.searchenginejournal.com\/content-brainstorming-techniques\/246941\/<\/a><\/p>\n

    https:\/\/www.pngegg.com\/id\/png-wpycs<\/a><\/p>\n

    \n","protected":false},"excerpt":{"rendered":"

    Part 2 Oleh Ratna Amalia Bagaimana cara menentukan esensi merek? Esensi merek yang hebat, menyeimbangkan antara autentisitas dan kualitas pemikiran. Dengan demikian, cara paling efektif untuk mengidentifikasi brand essance untuk sebuah merek adalah dengan mencari masukan dari orang-orang, baik di dalam maupun di luar bisnis anda, termasuk anggota tim, rekan industry, pelanggan dan\/atau klien. Cara […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[119],"tags":[],"class_list":["post-10327","post","type-post","status-publish","format-standard","hentry","category-visual-communication-design"],"yoast_head":"\nBRAND ESSENCE<\/title>\n<meta name=\"description\" content=\"Pentingnya Brand Essence dalam membangun Brand yang kuat dan sukses. 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