Ini adalah slide yang berisikan bagaimana cara membangun brand yang memiliki visi besar dan bagaimana membangun brand dengan langkah-langkah yang detil

1. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
• We strive to help our clients thrive from their full business
and brand potentials using strategic and proven
methodologies that centers brand in business’s life.
• We’re able to identity, analyse and formulate the winning
brand strategies for the brand to achieve optimum
business results.
• Their thinking: brand is important.
• Our thinking: brand is the business’ centerpiece strategy.
MakkiMakki harnesses
the power of BrandDiagnostiX™
TheBrandQuotient™ in enabling
brands to achieve and harvest
from their business and brand’s
full potentials.
About MakkiMakki Methodologies

2. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
About MakkiMakki Strategic Advantage
BrandDiagnostiX™ is MakkiMakki’s distinct proprietary
brand-centered-and-oriented research and diagnosis
tools and methodologies used extensively in brand
measurement and evaluation.
MakkiMakki Strategic Branding Consultant harnesses
the power of BrandDiagnostiX™ in all of its branding
programs. We believe that successful brand building
and management must embark from proper brand
measurement.
TheBrandQuotient™ is MakkiMakki’s distinct
proprietary approach, methodology and tools to
strategic brand development, building and
management.
Anchored on measurement and centers-in-and-revolve
around the brand's central idea, it is rigorously applied
in integrating and transcending business-and-brand
objectives into workable and executable strategies
that enable brands to harvest its full potentials.TheBrandQuotient™
BrandDiagnostiX™
Brand Identity DiagnostiX™
Brand Essential DiagnostiX™
Brand Appeal DiagnostiX™
Brand Gestalt DiagnostiX™
Brand Impact DiagnostiX™
Brand Commitment DiagnostiX™
Brand Display DiagnostiX™
Consumer Psychodynamic DiagnostiX™
Consumer Alert DiagnostiX™
Brand Strategy
Brand Development
Brand Architecture
Brand Implementation
Brand Behavior
Brand Expression
Brand Communication
Brand Custodianship
Brand Management

3. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
product
audience
trust
networkknow
how behavior
expression
comm
brandbusiness
MakkiMakki believes the brand should be positioned
as strategically centric and holistic to the business.
TheBrandQuotient™

4. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
product
audience
trust network
know
how
behavior
expressioncomm
brand
business
MakkiMakki believes the brand should be positioned
as strategically centric and holistic to the business.
TheBrandQuotient™

6. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
MakkiMakki Strategic Advantage
Integrated
Brand
Activation
3
Brand Strategy
Expression and
Communication
2
Brand
Measurement
Evaluation and
1

7. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
Insights

8. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
What Is Brand Development?
Brand Development is the essential first step and
process to brand building and achieving loyalty
beyond reason.
It embarks from brand measurement and translates
insights and foresights into bold yet achievable
goals, executable strategies and rewarding brand
performance.
TheBrandingHabitat Brand Development Steps and Process

10. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2012 MakkiMakki, All rights reserved.
About MakkiMakki Strategic Advantage
BrandLoyalty
BrandRepeatPurchase
BrandBehaviorChange
BrandAgreement
BrandAcceptance
BrandUnderstanding
BrandAwareness
1 2 3
Brand Management
Brand Measurement Brand Development
expression
behavior
comm
Brand Equity
EarningBrand Equity Building
BrandActivation > Strategic Brand Roadmap
Brand HealthBrand Performance Analysis
Through Periodic Brand Measurement
X Time
X Time
X Time
X TimeX Time
Shareholders
Management, Staff, Partners
Customers
brand
central
idea
singular
brand
voice
Foresights
Insights
Brand Equity
Intangible Asset
+
Holistic Approach To
Strategic Branding
• Brand Planning
• Brand Strategy
• Brand Architecture
• Brand Roadmap
• Brand Implementation
Analysing
Current Insights
Business, Brand, Market,
Competitor, Regulations,
Competitive Edge, Distinction,
Life Cycle
Understanding
Future Insights
Business Intent, Brand Vision
and Objectives, Reach, Entry
Exit Strategy, Market vs Mind
vs Heart Shares
product
audience
knowhow
network
trust
loyalty
beyond
reason
mind
share
market
share
heart
share
Brand
Evaluation
and
Valuation
Brand
Behavior,
Expressio
n
andComm
Brand
Strategy
and
Roadmap
X Time X Time X Time X Time X Time X Time
X Time

11. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
Now
Period 1 Period 2 Period 3 Period 4 Period 5
Future
Brand
Vision +
Mission
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Brand Central
Idea + Values
+ Personality
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Brand
Behavior
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Brand
Expression
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Brand
Comm
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Product State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Audience State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Know
How
State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Network State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here
Trust State It Here
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Outline The
Brand’s Objective,
Strategy and Plan
For This Period
Define It
Clearly Here

12. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
Brand
Vision
Future
Pull
Present
Push

13. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
What Are You?
A trusted, modern, progressive and accomplished
assurance company with integrity that specializes
in wealth accumulation and protection
What Market Do You Compete In?
Insurance, Investment, Asset and Financial
Management and Banking industries
Who Do You Want To Serve?
Identify clearly who this brand intends to target
and serve. From individuals to groups to
communities (B2C) to corporations (B2C) to
governments (G2G), etc
Who Are You / What Do You Stand For?
Advancing People For Improved Livelihood,
Brighter Future and Rewarding Life
What Market Do You Compete In?
Insurance, Investment, Asset and Financial
Management and Banking industries
Who Do You Want To Serve?
Identify clearly who this brand intends to target
and serve. From individuals to groups to
communities (B2C) to corporations (B2C) to
governments (G2G), etc
How Far Do You Want To Go?
• Local market dominance (across
diverse culture/religion/race)
• Regional
• Global
What Purpose Do You Serve
By Offering This Brand?
• Enhance peace of mind (wealth protection)
• Rewarding investment (wealth accumulation)
• Advance the opportunity of a rewarding life
• For a brighter future
• Enable new heights in life
Brand
Vision

14. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
To make a contribution
to the world by making
tools for the mind that
advance humankind
Think Different
Steve Job's
Brand Vision
In 1980 Steve Jobs stated this vision for Apple. They have
since kept on course of this vision, constantly innovating
products that would be an advancement in life. In return,
Apple garnered a cult following and many enthusiasts.

15. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
To make a contribution
to the world by making
tools for the mind that
advance humankind
Think Different
Steve Job's
Brand Vision
In 1980 Steve Jobs stated this vision for Apple. They have
since kept on course of this vision, constantly innovating
products that would be an advancement in life. In return,
Apple garnered a cult following and many enthusiasts.

16. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
Walt Disney
Brand Vision
Walt Disney had a dream
of a magical place where
adults and children could
have fun together
In 1953 he began an imaginative and elaborate effort to realize
it. Two years later, the first Disneyland Park was opened in
Anaheim, CA.
Ever since its inauguration, Disneyland has captivated guests,
young and old. But to capture his vision, a thorough approach
have to be taken.

17. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
TheBrandingHabitat Brand Development Steps and Process
Harley Davidson's
Brand Vision
We fuel the passion
for freedom in our
customers to express
their own identity
Freedom To Ride
Harley enthusiasts are more than attached to the spirit of the
brand. Harley-Davidson is about the experience of camaraderie,
cruising on open roads, of expressing individuality and passion,
not just the bike itself.
Harley Owners Group (HOG) was established in 1983. To date
they have more than a million member spread over 1,400
chapters across the globe.
●

18. Enabling Brands To Harvest Its Full Potentials™ Jakarta • Singapore • Kuala Lumpur • Bangkok • Tokyo © 2013 MakkiMakki™, All rights reserved.
Case Study Avrist Assurance
product
network
know
how
behavior
expressioncomm
audiencetrust
• Shareholders
• Management
• Employees
• Partners
• Regulators
• Customers
• Wealth Accumulation
• Wealth Protection
• Sales Agents
• Financial Institutions
• Insurance Brokers
• Agents
• Brochures
• Advertising
• Website
Current
Customers
1Million
Advancing
Life
Customer Focus
Forward Thinking
Professional
Agile
Brand Vision
Advancing A Rewarding Life
For Everyone, Everywhere
(rewarding financial, improved livelihood
and brighter future)
avrist™
Brand Mission
• Embrace our great, long-standing
pioneering spirit and history
• Create the best place to work and
advance your career and future
• Position our people, partners and
customers at the center of
everything that we do and always
extends sincerity in our day-to-day
interactions with them, hence
improving the lives of our people,
partners and customers everyday by
doing simple things that matters to
them
• Offer our products in every
household
• Enable people to access our
products within their arm-reach
and heart-reach
• Grow our business with great
sense of agility, compliance and
integrity
• Trust our people as to enable them
to trust us
• Challenge our industry's standards
consistently
• Consumer Insights
• Agents' Insights

19. Vision Igniting, Challenging and Invigorating The Champion Spirit In Everyone Of UsIgniting, Challenging and Invigorating The Champion Spirit In Everyone Of UsIgniting, Challenging and Invigorating The Champion Spirit In Everyone Of Us
BusinessBusiness BrandBrand
Financial • Complete Market Dominance In Indonesia
• Amongst Top Three In Asia Pacific Region
• Top 3 In The World
Brand
Market
Position
• The most inspiring and leading brand
choice in Indonesia
• The most competitive brand in the world
Products
and
Services
• To offer the market the best and most
competitive badminton equipments in the
world (racket, shoes and shuttle cock)
• To offer the leading sports brand with
the most diverse, wide ranging and high
quality product assortments in sporting
equipment, accessories and apparel
(in different categories beyond Badminton)
that meets and succeed world standards
Intended
Brand
Image
• ASTEC is an aspiring brand that
understands market needs and
progressively advance itself to sustain
relevance in the sporting goods market
and industry
• ASTEC is the industry standard and how
the market should always be measured
against
• ASTEC is the sporting goods brand of
choice that exceeds market’s expectations
• ASTEC is a brand that embraces its people,
partners and consumers
Market • Market Dominance In Indonesia
• Amongst Top 3 In Asia Pacific Region
• Top 10 In The World
Brand
Value
• ASTEC brand to contribute the highest
economic value to ASTEC business (highest
brand valuation ratio) against the industry
standard

20. Enabling Brands To Harvest Its Full Potentials™20
Expect The
Unexpected
Brand Vision
To Make Every Journey
A Discovery
24 Hotels Worldwide
• Culinary Delight
• Artistic Getaway
• Historic Explorations
• Family Fun
• Luxury Redefined
• Indulgent Escape
• Natural Retreat
• Sporting Adventure
• Urban Excitement
• Wedding Celebration
Brand Positioning
An evolving ensemble of strikingly
independent luxury hotels. From
near to far, iconic to historic,
openly seductive to charmingly
secluded, each destination has
been curated for its bold
originality, rich character and
uncommon details. After all, we
live but once. Why settle for the
same stay twice?
• Under the management
of Marriott International
• Brochures
• Corporate Website
• Group Website
• Print Ads
• Newsletter
•People
• Shareholders
• Management
• Staff
•Partners
• Hotel Owners
•Customers
•Government
•General Public
•Community
Brand Overview - Autograph Collection
• Group Expertise
• Customers’ Insights
• Travel Agents
• Travel Publications
• Marriott International