Brand Equit Project

TFL Scholarship Awardee

PPM School of Management
-Fransiskus Allan Gunawan–Fathan Pranaya–Hasrul Abdurahman-
Project Diagram
Project structure

Ningky Sasanti
Munir, MBA
(Project Champion)

Ciu Heny Anggun

Meiria MM Pesona MM
(Mentor 1) (Mentor 2)

Hasrul Fransiskus Allan

Fathan Zahid
Abdurahman Gunawan
WM 80
WM 80 WM 80
Project Development
How this project run so far

Rapat 1

Tinjauan Pustaka

Penyusunan Project Budgeting

Penyusunan Timeline Project

Penyusunan kerangka Questionare

Penyusunan framework kerja

Literature Observation
Pemahaman
 Basic Concept
Understanding basic concept of Brand Equity
“Brand equity is the
financial value of brand
which provides capital /
value to products and
services given by the
customers in the future.
Therfore brand equity
fulfils a bridging role
where it connects the
past to the future.” –
Ronald Van Haaften
3 Brand Value
Net DCF attributable to the
breand after paying the cost of
3 level of past to future
capital invested to produce and
run the business and cost of
bridging steps - Kapferer, marketing
2017)
2 Brand Strength
Market share, market leadership,
market penetration, Share of
requirements, growth rate, loyalty
rate, price premium
1 Brand Assets
Brand awareness, Brand reputation, Brand
personality, Brand deep values, Brand
imagery, Brand preferences, Patents, and
rights
 Kotler and Keller Concept of Brand Equity
Foundation of brand equity is formed by the brand knowledge of the consumers.

Why B.E occurs

Stated in Keller’s definition;
Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds strong, favourable,
and unique brand association in memory. This concept is labelled as customer based brand equity (CBBE) and is developed as
CBBE pyramid model (Brand resonance pyramid).

Diagram 1 Brand resonance pyramid

 Kotler and Keller Concept of Brand Equity
Foundation of brand equity is formed by the brand knowledge of the consumers.

Why B.E occurs

Stated in Keller’s definition;
Brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds strong, favourable,
and unique brand association in memory. This concept is labelled as customer based brand equity (CBBE) and is developed as
CBBE pyramid model (Brand resonance pyramid).

Brand equity drivers

Four key drivers to leverage customers’ perception of the brand
quality

Brand loyalty
Brand

Brand
associations
Perceived

awareness

How customers How customers How customers How customers

respond to the recognize and associate their trust the product
quality and memorize the memory towards and willing to use
excellence of the brand, and relate the product they the product
brand the brand to a recognize continuously.
certain product.
 Kotler and Keller Concept of Brand Equity
Foundation of brand equity is formed by the brand knowledge of the consumers.

Brand Equity Construction

(Philip Kotler, 2002: 268) concept to develop Brand Equity

Brand element Marketing Activity Indirect Association

• Brand name • Marketing program • People associated

• URL • Sales force program • Place Associated
• Logo • Goods associatied
• Spokesman
 Brand Equity Models
Models to measure CBBE (Customer Based-Brand Equity)

Brand Asset Valuator

Aaker Model

Keller’s Brand Equity

Pyramid/Brand
Resonance
 Data Analysis
Quantitative Methodology

Sampling Validity Descriptive Inferential

Analysis Reliability Analysis Analysis

Respondent population Check and balance Describing respondent Deeper Analysis

arrangement
Using purposive random sampling, Testing the goodness of the Looking at the respondent T-test analysis
questionare built demography distribution Descriptive Analysis
Defining the size of respondent Cochran Test
sampled Looking at the respond Anova
distribution of the respondent Biplot Analysis
𝑍 2𝑥 𝑝𝑞 Correspondence Analysis
𝑛=
𝐸2

p score is generated from pilot test

Constrain: People aged higher than 17

in Jakarta who are willing to continue
their degree to the Higher education
level (undergraduate or post graduate)
Cost and Budgeting
Cost and budgeting measurement
 Cost Budgeting
Possible cost budget measurement

Report Printing Cost

Souvenir for respondent
Rp75.000,-
Rp3.750.000,-
(assuming there are
250 respondents, and souvenir costs Provision Fund
Rp20.000,- each respondents)
Rp500.000,-
(Used in case of emergency)

Questionare
Copying FGD arrangement
Rp100.000,- Rp400.000,-
(including pilot survery) (8 to 10 people)

TOTAL Project
Budget Cost
Rp4.525.000,-

Cost classification
• Fix Cost : Report Printing Cost
• Variable Cost : Questionare printing cost, FGD arrangement cost (entertaining fund), Souvenir cost.
• Variable cost depends on how the project should be run according to the after evaluation on meeting 2
Project Timeline
When this project should run
 Project TIMELINE
Phase 1

19-25 9-13
Jan 19 Feb 19
30 Jan-
14 Des 18-
18 Jan 19 8 Feb 19
Data Maintanance
Questionare Establishment 26-29 - Data cleanshing
- Constructing questionare - Data analysis
with literature based. Jan19 Questionare spread phase 1
- Evaluation
Kick Off - Cost framework of the - Spreading questionare to
Constructing fundamental project sampled respondent
basis of the project. - Second Evaluation - Data collecting
- Job diversification, Questionare assesment
- Timeline construction - Respondent sampling
- Project framework arrangement
- Project charter - Validity and reliability test to
establishment sampled respondent
- Methodology arrangment - Evaluation
- First evaluation
 Project TIMELINE
Phase 2

19-25
Feb 19
14-18 2 Mar 19
Feb 19
Revision 26 Feb 19
- Evaluation and -1 Mar 19 Submission
development
Assesment - Project finishing
- Evaluation to - Report submission
project/assessment from
project Champion Report Construction
- Report modul based
construction
- Report power point based
construction
Qualitative Benchmark Analysis
Benchmark Services

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