Communication Avenue: Beyond The Brand

Twenty-four hours a day we are surrounded by brands. Ranging from food, clothing, toothbrushes, cars, and so forth. Inevitably, people sometimes even forget the so-called detergent, toothpaste, and milk. Often, we are more familiar with the name of “Rinso”, “Pepsodent”, and “Dancow”. This proves how our life is filled with brands from various products, starting from the time we wake up until bedtime.

In a discussion with Ricky Afrianto, a Marketing Manager of PT. Fonterra Brands Indonesia, it was revealed that the integrated marketing communication plays an important role in making a brand. The three main components that must be considered to make a strong brand image are: content, context, and infrastructure. Take for example, Anlene milk produced by Fonterra.

Speaking in terms of content, marketing people have the intention to promote to audience that Anlene is a high calcium milk. So, a tagline was created, “Anlene – high calcium milk”, which was then repeatedly advertised until audience is used
to the tagline.

Still in its context, marketing then revealed facts on the importance of calcium. The context here meant, how we communicated our brand to the audience. For example, survey proves that the lack of calcium can cause osteoporosis. Research shows that 50% cases of fractures occurred in Asia. More startling, 2 of 5 Indonesians are potential of catching osteoporosis (Center for Nutrition, MOH, 2006). “When the audience is aware with the risk of osteoporosis, the next task is to create a specific perspective of our products in the audience?s mind. Let them bring our product to their lives, “said Ricky. This includes in the process of brand building, where marketers should provide thorough knowledge about the benefit of our brand to prospective customers.

The relationship between content and context of a brand must be mutual. A brand with strong content but weak in context will soon be forgotten. On contrary, when the context is good but with unattractive packaging, it would be hard to attract people to get to know our products.

The third component in the brand making is infrastructure. It would be useless also if the packaging is good, but then audience can?t find our products in market. Therefore, retail networking is essential in order to expose our products.

In addition to the three components mentioned above, it is important for brand makers to fit in with audience?s culture in each place. Anlene ads in Indonesia might be different with the ones in Thailand. For that reason, Thailand chooses Michele Yeoh to be the icon, while Indonesia prefers Anggun C. Sasmi who is much admired here. Another thing to be done is to continuously involve audience with our products. Just like Anlene did sometime ago, campaigning a program, ‘1000 steps per day ‘, followed by thousands of people in Indonesia and other Asian countries. (Sar)

UPH Media Relations