The Brand Relationship Spectrum

The brand relationship spectrum is a powerful tool of brand architecture that help organizing the brand structure. It is related to the driver role which has the responsibility for the purchase decision. These are four strategies of the brand relationship spectrum

House of brands

It is like the name itself that this strategy use an independent brand as the master of many major brands so that it called the house of brands. As a house, the brand have multiple businesses from many . Unilever, P&G, and Orang tua are the examples which is using this strategy. They are used to have some kind of category to manage their brands. As P&G has Pantene and Head&shoulders in the hair care category, Orang tua also has Formula and ABCdent in the Personal care. The category is depended on the brands.

Endorse brands

Every brands is independent. In this strategy, they endorse their brands with another independent brands or organizational brands to seek the credibility and expand the market. For example is Polo by Ralph Lauren that make a deal to endorse each other brand.

Sub brands

It is a bit similar with the endorse brand but the different is that this strategy tend to connected with the master or the parent brands. The relation is as close as the endorseed brand but it is between the parent and its child.

Branded House

As the contast strategy of the House of brands, Branded house uses a single master as the driver role with only descriptive brands. Different with house of brand that tend to make their brands shine, Branded house prefer makes the primary brand shine so that their product will also feel it. Apple or Nike can be the example, whatever product they offer will be accepted by the customer.

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Perceived Quality

Trowback my management brand class about brand equity. I'd like to talk about one of the element called perceived quality.

The more highly customers think of your product or service, the more they are willing to pay for it and even to buy from you. Maintaining your perceived quality status also can prevent customers from trying a competitor’s offering. Using a variety of strategies that send a message that what you offer is superior can help you increase market share and profitability.

Cite Research

One way to increase your perceived quality is to use government, academic or industry research to show that products like yours deliver a benefit. The findings you cite don’t have to refer specifically to your product to improve your image. A classic example is the survey a sugar-free gum marketer quoted showing that four out of five dentists recommended sugar-free gum to patients who chewed gum. Many food companies now tout the cholesterol-lowering benefits of key ingredients in their products.

Use Celebrity Endorsements

Consumers often respond positively to a well-known figure they trust or a recognized expert who gives an endorsement of a product or service. Many small businesses use local college coaches or doctors to endorse a product or service. If you can’t afford an endorsement fee, consider trading products or services for the endorsement.

Align with an Organization

Becoming the official product or service of an industry trade association, professional organization or other specific and credible community group gives you a quality endorsement by a neutral group of experts. A maker of a pet product might align itself with a local animal hospital or pet shelter. A health-food producer might become the official supplier for a sports team or hospital.

Raise Your Price

Many consumers believe a product that costs more must be more in demand or offer more benefit than the competition. This is especially true if the product claims a benefit such as improved health, increased sports performance or better automobile maintenance. Someone with a sick family member shopping for cough medicine might be more likely to buy a product that is priced $5 higher than the rest of the competition because she perceives the product is higher quality.

Brand Your Marketing Materials

If your print ads, Web pages and brochures are crammed with text, use low-quality photos and look like they were designed by an amateur, it doesn’t matter how strong your message is -- you’ll look unprofessional and that will transfer to consumers’ perception of your quality. Hire a graphic artist to design all of your communications materials, featuring a consistent typeface, easy-to-read typography, more white space and high-quality images. Avoid loud broadcast ads with flashing images and shouting announcers.

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Pearypie

Let me introduce my life inspiration, Pearypie. Her real name is Amata Chittasenee who is a professional make-up artist from Thailand. First time I know her was from my friend when she told me about a pretty woman who has a nice style on Instagram and it make me adore her until now. She has a perfect body which every girl dream about and pretty face. Recently, I got a news said that she is actually doing a plastic surgery. I also found it weird when I saw her parents and a brother who has little similarity with her. Besides, actually she is not that pretty when she doesn’t apply any make up. However, I don’t really care about that but makes me more adore her cause she is not that perfect woman and that’s the real human.

One of the reason why I adore her so much is because of her style. She is always being herself and never limit her own creation. Her style is kind a unique but still looks really cool. Woman tend to rid the childish thing when they grown up but she is different because she can combine her childish stuff and make it as her style. Beside being a make up artist, she also always make a make-up tutorial for people who want to learn about it. This is my favorite tutorial video from her. Check this out Peary Pie : Everyday look and this Pearypie x Stylenanda

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Chocolate Ville

Chocolate Ville

Apa yang ada di benak kalian ketika pertama mendengar nama tersebut?

Sebuah desa pembuat coklat? Taman hiburan?

Nah, Chocolate Ville ini sebenarnya adalah sebuah restoran yang terdapat di Bangkok, Thailand. Kebetulan awal tahun lalu aku dan teman-temanku berkunjung ke tempat ini untuk mengisi liburan ala backpacker. Dengan konsep tempat modern ala eropa, tempat ini sangat recommended  kalau kalian berkunjung ke Bangkok. Ketika kalian ke sini pastinya tidak menyangka ini adalah sebuah restoran nyata karena tempatnya lebih seperti taman hiburan dengan banyak obyek menarik untuk tempat foto. Selain karena tempat yang sangat luas, dengan konsep interior alam terbuka dengan danau kecil di dalamnya membuat tempat ini sungguh mempesona.

Meski tempat ini adalah sebuah restoran, jangan khawatir kalau kalian tidak ingin makan di sini. Meski ingin, tapi mengingat kami di sini hanya modal low budget, makan di restoran ini dipastikan akan cukup menguras kantong sehingga kami ke sini cuman numpang foto. Sudah niat dari awal kalau kita tidak akan lama-lama di sini alias hanya ingin menikmati keindahan restoran, numpang foto sepuasnya, lalu pulang. hahaha

Foto yang di atas ini adalah bagian depan restoran yang dipenuhi banyak spot keren untuk foto. Bahkan sebelum kalian masuk ke restorannya sudah disuguhi banyak spot bagus. Kalau foto di bawahnya ini adalah bagian pintu masuk setelah kalian melewati spot gambar di atas melalui pintu samping. Begitu masuk pintu depan restoran kalian akan langsung melihat danau kecil yang ditengahnya terdapa beberapa bangunan dengan desain eropa yang sungguh menarik dan luar biasa.

       

Meski tempanya agak jauh dari pusat kota, ketika sampai di sana dijamin tidak akan meyesal. Perjalanan yang waktu itu kami tempuh dari Platinum ke Chocolate Ville memakan waktu sekitar satu jam saja menggunakan taxi. Kalau ingin berkunjung ke sini satu-satunya cara adalah menggunakan taxi karena tidak ada transportasi umum lain yang dapat mencapai tempat ini, bahkan kalau tidak salah di seberang restoran ini masih berupa hamparan sawah yang luas. Biaya transportasi saat itu kalau dibagi rata berlima, satu orang habis 220 B pp. 

Open hours : Everyday, 4.00 p.m till 12 a.m

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