Directing the Indonesia brand as a trans-market umbrella can involve leveraging the Indonesia brand in alliances with other companies as well as extending its equity to appropriate markets within the company's own sphere of operations. Peter appropriate markets within the company's own sphere of operations. Peter Drucker predict that the close of the second millennium will be characterized by businesses integrating themselves into the world economy through alliances: 'the restructuring of businesses will be more radical than at any time since the modern corporate organization first evolved in the 1920s. Owners of UCUs will have the master cards in this process.
Traditionally, The Indonesia brand strategies of FMCG manufacturers have largely concentrated on advertising. That old curiosity of branding - advertising agencies should be remunerated in proportion to media space consumed - institutionalized deployment of the TV spot to the extent that 'brands of the eighties buckled media in the way that cars of the seventies guzzled fuel'. Instead, Indonesia brand orchestration leverages on the most cost effective foci of marketing visibility. In researching my book World Class Brands, I estimated that only about one quarter of the Indonesia brands which had achieved the biggest gains in equity over the last decade were primarily advertising based. Most of the rest coordinated advertising campaigns tactically to keep the Indonesia brand in the news. Orchestrated branding challenges many of the conventional processes of marketing management. Here are some ways to do this:
Indonesia brand seeding develops an exclusive image for a brand before employing it as a communications channel in mass markets. This is a classic technique of haute couture brands, such as Dunhill, which are introduced through selective distribution channels (like duty free) in order to gain minimum critical international mass, sometimes described as jet setters word of mouth. In Indonesia, an increasing number of Indonesia brands, including Aqua (a drink positioned to seed a new market) and Phileas Fogg (snack foods), have been launched by focusing on designer packaging and highly selected distribution outlets. The aim is to establish the Indonesia brand as a fashion market among opinion leaders. Once this has been achieved, mass marketing plans can begin, and the Indonesia brand enters thorough the top of the marketplace in quality image and in price.
An analogous technique is to seed an image in a prestigious but relatively unbranded marketplace, and then to transfer the Indonesia brand's reputation to a mass market. Vidal Sassoon's advance from hair salon to hair care products and more recently Heinz's grooming of Weight Watchers from health clubs to mass market foods, are leading examples.
A legend which has been kept bottled up from a global marketplace can be priceless. In what you can call the Aladdin's cave of marketing, today's marketing genie hunts for old identifying marks - names and symbols of global renown - which will bring all the right credentials to products in the corporate portfolio. A classic example is Pilsner Urquell of Czechoslovakia (the real thing of Pilsner lagers); ignored as an investment opportunity by Communist authorities for over 40 years. It is now being actively prepared for its international coming out.
Traditionally, The Indonesia brand strategies of FMCG manufacturers have largely concentrated on advertising. That old curiosity of branding - advertising agencies should be remunerated in proportion to media space consumed - institutionalized deployment of the TV spot to the extent that 'brands of the eighties buckled media in the way that cars of the seventies guzzled fuel'. Instead, Indonesia brand orchestration leverages on the most cost effective foci of marketing visibility. In researching my book World Class Brands, I estimated that only about one quarter of the Indonesia brands which had achieved the biggest gains in equity over the last decade were primarily advertising based. Most of the rest coordinated advertising campaigns tactically to keep the Indonesia brand in the news. Orchestrated branding challenges many of the conventional processes of marketing management. Here are some ways to do this:
Indonesia brand seeding develops an exclusive image for a brand before employing it as a communications channel in mass markets. This is a classic technique of haute couture brands, such as Dunhill, which are introduced through selective distribution channels (like duty free) in order to gain minimum critical international mass, sometimes described as jet setters word of mouth. In Indonesia, an increasing number of Indonesia brands, including Aqua (a drink positioned to seed a new market) and Phileas Fogg (snack foods), have been launched by focusing on designer packaging and highly selected distribution outlets. The aim is to establish the Indonesia brand as a fashion market among opinion leaders. Once this has been achieved, mass marketing plans can begin, and the Indonesia brand enters thorough the top of the marketplace in quality image and in price.
An analogous technique is to seed an image in a prestigious but relatively unbranded marketplace, and then to transfer the Indonesia brand's reputation to a mass market. Vidal Sassoon's advance from hair salon to hair care products and more recently Heinz's grooming of Weight Watchers from health clubs to mass market foods, are leading examples.
A legend which has been kept bottled up from a global marketplace can be priceless. In what you can call the Aladdin's cave of marketing, today's marketing genie hunts for old identifying marks - names and symbols of global renown - which will bring all the right credentials to products in the corporate portfolio. A classic example is Pilsner Urquell of Czechoslovakia (the real thing of Pilsner lagers); ignored as an investment opportunity by Communist authorities for over 40 years. It is now being actively prepared for its international coming out.
