{"id":10350,"date":"2022-11-28T16:04:36","date_gmt":"2022-11-28T09:04:36","guid":{"rendered":"https:\/\/binus.ac.id\/bandung\/?p=10350"},"modified":"2023-01-09T15:06:33","modified_gmt":"2023-01-09T08:06:33","slug":"brand-essence-part-3","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/bandung\/2022\/11\/brand-essence-part-3\/","title":{"rendered":"BRAND ESSENCE Part 3"},"content":{"rendered":"

Oleh Ratna Amalia<\/p>\n

Dalam esensi sebuah brand sebaiknya memiliki beberapa karakteristik, diantaranya adalah:<\/strong><\/p>\n

    \n
  1. Unik: esensi merek harus unik atau bisa juga berkesan eksklusif\u00a0agar membantu merek menonjol dari pesaingnya. Esensi brand membantu merek menciptakan identitasnya sendiri di pasar.<\/li>\n
  2. Tidak berwujud:\u00a0Brand essence<\/em>bukanlah properti berwujud seperti harga dan fitur produk\u00a0tetapi rasa yg dialami manusia\/konsumen.<\/li>\n
  3. Didefinisi pelanggan:\u00a0Esensi merek ditentukan oleh pelanggan. Tugas perusahaan hanya membuat mereka melihat ke arah tertentu.<\/li>\n
  4. Memiliki nilai: esensi yang tidak memiliki nilai sama dengan tidak memiliki esensi. Esensi merek mewakili apa yang ditawarkan perusahaan dan prinsipnya.<\/li>\n
  5. Konsisten:\u00a0Brand essence<\/em>konsisten dalam setiap interaksi merek dengan pelanggan.<\/li>\n
  6. Berkelanjutan:\u00a0Esensi brand tidak terkait dengan hal-hal berwujud seperti nama atau logo yang dapat diubah seiring waktu. Itu konstan, tangguh, dan berkelanjutan. Perasan itu yang harus terus menempel pada konsumen bahkan jika nama merek berubah.<\/li>\n
  7. Skalabel:\u00a0Brand essence<\/em>tidak dapat diubah bukan berarti tidak tumbuh dan berkembang. Esensi brand bisa berkembang dan menambah kedalaman pada dirinya sendiri ketika bisnis tumbuh.<\/li>\n<\/ol>\n

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

    BMW \u2013 Driving Pleasure<\/strong><\/p>\n

    Brand essence<\/em>\u00a0BMW inilah yang membedakan perusahaan dengan pemain segmen mobil mewah lainnya. Perusahaan melihat desain sebagai alasan pembelian terpenting bagi pelanggannya.<\/p>\n

    Oleh karena itu, memastikan bahwa mereka melihat BMW sebagai merek yang berfokus pada desain elegan dan memberikan kenikmatan berkendara sesungguhnya yang harus diberikan oleh sebuah mobil mewah. Bisa dilihat dari beberapa contoh desain berikut ini:<\/p>\n

     <\/p>\n

     <\/p>\n

    \"\"\"\"<\/p>\n

    Beberapa desain mobil BMW<\/p>\n

    Sumber:\u00a0 https:\/\/www.bmw.co.id\/en\/all-models\/bmw-i\/i4\/2021\/bmw-i4-highlights.html<\/p>\n

    Coca-Cola \u2013\u00a0Sharing And Happiness<\/em><\/strong><\/p>\n

    Coca-Cola selalu memposisikan dirinya untuk menjadi bagian dari pengalaman yang membahagiakan. Sementara orang lain mencoba memusatkan diri pada penyegaran dan kepuasan, inti dari merek Coca-Cola adalah menjadi bagian dari pengalaman.<\/p>\n

     <\/p>\n

    \"\"\"\"\"\"<\/p>\n

     <\/p>\n

    Beberapa adegan dalam iklan Coca Cola Sharing And Happiness<\/em><\/p>\n

    Sumber: https:\/\/www.google.co.id\/search?q=coca+cola+sharing+happiness&source=lmns&bih=756&biw=1104&client=safari&hl=id&sa=X&ved=2ahUKEwiml5fZgtD7AhXAitgFHTHgAw0Q_AUoAHoECAEQAA#fpstate=ive&vld=cid:72cc0789,vid:_VMDaqjN0WI<\/a><\/p>\n

    Apple \u2013\u00a0Think Different<\/em><\/strong><\/p>\n

    Esensi\u00a0merek\u00a0Apple\u00a0adalah\u00a0kesederhanaan.<\/p>\n

    Perusahaan\u00a0berpikir\u00a0secara\u00a0berbeda\u00a0untuk\u00a0membuat\u00a0hidup konsumen menjadi lebih mudah dengan membuat mereka memilki akses ke teknologi terkini.<\/p>\n

    Deskripsi sederhana tentang apa yang dirasakan pelanggan setiap kali berinteraksi dengan Apple adalah perusahaan ini memastikan bahwa saya mendapatkan akses ke teknologi terbaru dengan membuatnya mudah digunakan.<\/p>\n

    \"\"\"\"<\/p>\n

    Beberapa produk Apple<\/p>\n

    Sumber: https:\/\/www.apple.com\/id\/<\/a><\/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

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Oleh Ratna Amalia Dalam esensi sebuah brand sebaiknya memiliki beberapa karakteristik, diantaranya adalah: Unik: esensi merek harus unik atau bisa juga berkesan eksklusif\u00a0agar membantu merek menonjol dari pesaingnya. Esensi brand membantu merek menciptakan identitasnya sendiri di pasar. Tidak berwujud:\u00a0Brand essencebukanlah properti berwujud seperti harga dan fitur produk\u00a0tetapi rasa yg dialami manusia\/konsumen. Didefinisi pelanggan:\u00a0Esensi merek ditentukan […]<\/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-10350","post","type-post","status-publish","format-standard","hentry","category-visual-communication-design"],"yoast_head":"\nBRAND ESSENCE Part 3<\/title>\n<meta name=\"description\" content=\"Temukan pentingnya Brand Essence dalam membangun Brand yang kuat dan sukses. 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