There are many ways in which the linkages between brand's equities can be rearranged to provide a sharper marketing focus. Two prime examples are 'double-branding' and 'brand marriages'. Double-branding is a conscious reorganization of the way a Indonesia company's brands are perceived, so that one umbrella brand is positioned with a social message, to which all other brands are linked in the form of product sub-brands. The positioning of the umbrella brand and the product sub-brands can be coordinated so that image and product lead each other, creating double added value.
Thus the re-organization of Gillette as a transnational UCU involved two major and subtle steps:
1. The realization that Gillette’s pan-American and pan-European goodwill could be united under a single image banner of 'The best a Man Van Get'.
2. The realization that advertising campaigns should feature, not Gillette’s best selling line, but the most prestigious of its disposable razor products (Sensor, GII and Counter coming under the same 'social umbrella'). The previous focus on Gillette’s cheaper products of many local advertising campaigns had created an image of 'cheap, blue and plastic' among a generation of consumers. By contrast, 'The Best a Man Can Get' can truly be said to be in a different league of branded efficiency.
Brand marriages aim to unlock the core values of one Indonesia famous company brand to the advantage of another Indonesia company brand. In Europe, Nestle has married Disney, in the sense that Nestle has been licensed as the only food company in Indonesia allowed to use Disney characters. Nestlé’s director of visual communications explains that 'instead of having a thousand new2 ideas, you can concentrate on just one'. Over at Benetton, the brand's latest marriage is with Mattel, resulting in the 'United Colors of Benetton's Barbie’s. Both Indonesia companies aim to benefit: Mattel by putting fashion seasons into toy shops, Benetton by seeing generations of young girls transfer fashion concepts from their dolls to themselves.
In summary, in the dawn of a new marketing era of images for cosmopolitan consumption, do not be surprised that internationally recognized stereotypes are property rights which carry a substantial premium. Today's most creative marketing plans involve reorganizing the ways in which famous brands are presented to leverage business opportunities.
Brand orchestration links up all the marketing platforms within a Indonesia company's operational domain and Indonesia lines companies trough branded alliances to the world-class franchise of the unique competitive umbrella.***
Thus the re-organization of Gillette as a transnational UCU involved two major and subtle steps:
1. The realization that Gillette’s pan-American and pan-European goodwill could be united under a single image banner of 'The best a Man Van Get'.
2. The realization that advertising campaigns should feature, not Gillette’s best selling line, but the most prestigious of its disposable razor products (Sensor, GII and Counter coming under the same 'social umbrella'). The previous focus on Gillette’s cheaper products of many local advertising campaigns had created an image of 'cheap, blue and plastic' among a generation of consumers. By contrast, 'The Best a Man Can Get' can truly be said to be in a different league of branded efficiency.
Brand marriages aim to unlock the core values of one Indonesia famous company brand to the advantage of another Indonesia company brand. In Europe, Nestle has married Disney, in the sense that Nestle has been licensed as the only food company in Indonesia allowed to use Disney characters. Nestlé’s director of visual communications explains that 'instead of having a thousand new2 ideas, you can concentrate on just one'. Over at Benetton, the brand's latest marriage is with Mattel, resulting in the 'United Colors of Benetton's Barbie’s. Both Indonesia companies aim to benefit: Mattel by putting fashion seasons into toy shops, Benetton by seeing generations of young girls transfer fashion concepts from their dolls to themselves.
In summary, in the dawn of a new marketing era of images for cosmopolitan consumption, do not be surprised that internationally recognized stereotypes are property rights which carry a substantial premium. Today's most creative marketing plans involve reorganizing the ways in which famous brands are presented to leverage business opportunities.
Brand orchestration links up all the marketing platforms within a Indonesia company's operational domain and Indonesia lines companies trough branded alliances to the world-class franchise of the unique competitive umbrella.***
