{"id":415,"date":"2017-05-26T03:04:39","date_gmt":"2017-05-26T03:04:39","guid":{"rendered":"http:\/\/administrasibisnis.com\/?p=415"},"modified":"2017-05-26T06:38:28","modified_gmt":"2017-05-26T06:38:28","slug":"apa-itu-brand-extension","status":"publish","type":"post","link":"https:\/\/nscpolteksby.ac.id\/administrasi-bisnis\/2017\/05\/26\/apa-itu-brand-extension\/","title":{"rendered":"Apa itu Brand Extension\u2026???"},"content":{"rendered":"<p><em><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-416 alignleft\" src=\"http:\/\/administrasibisnis.com\/wp-content\/uploads\/2017\/05\/Capture.png\" alt=\"\" width=\"239\" height=\"266\" \/>Brand extensions<\/em> adalah strategi marketing dalam pengembangan merek dengan menggunakan merek yang sudah ada dan sudah dikenal oleh masyarakat untuk memanfaatkan ekuitas brand terkenal di dalam satu kategori yang berbeda. Tujuannya adalah untuk memperluas lini bisnis dari perusahaan. Ketika suatu perusahaan memutuskan untuk melakukan <em>brand<\/em> <em>extension<\/em> di dalam produk perusahaannya maka harus dipikirkan relevansi dari produk yang dengan merek yang sudah ada sebelumnya. Apabila tidak dilakukan secara tepat maka akan merusak <em>brand image<\/em> yang sudah tertanam di benak konsumen karena membangun <em>brand image<\/em> tidaklah mudah.<\/p>\n<p>Contoh perusahaan yang melakukan <em>brand exstension<\/em> adalah unilever dengan merek lifebuoy yang identik dengan sabun mandi, melakukan <em>brand extension<\/em> dari sabun menjadi shampo. <em>Brand extension<\/em> yang dilakukan oleh lifebuoy masih di dalam kategori lini bisnis yang sama, konsumen sudah terbiasa bahwa lifebuoy adalah sabun mandi tetapi lifebuoy bisa memasuki pangsa pasar yang baru dengan produk shamponya dengan merek lifebuoy. Contoh lain adalah MNC yang identik dengan perusahaan media elektronik di bidang industry pertelevisian melakukan <em>brand extension<\/em> untuk merek MNC dalam bidang perbankan dan asuransi (MNC Bank dan MNC insurance). \u00a0Hal ini membuktikan bahwa merubah<em> brand image<\/em> di benak konsumen bukanlah urusan yang mudah, karena tidak semua perusahaan berhasil melakukan <em>brand extension.<\/em><\/p>\n<p>Sekarang banyak perusahaan elektronik yang melakukan <em>brand extension<\/em> ke dalam kategori <em>smartphone<\/em>, antara lain LG, polytron dan Samsung. Yang paling berhasil adalah Samsung dengan berhasil merajai penjualan<em> smartphone<\/em> dunia dan tidak kalah bersaing dengan competitor bisnisnya, tetapi hal ini butuh perjalanan yang panjang dan tidaklah mudah membangun ekuitas merek yang sudah ada dengan produk yang berbeda.<\/p>\n<p>Dari hal ini dapat dipahami bahwa dengan strategi merek yang tepat, <em>brand extension<\/em> bisa mendatangkan pertumbuhan merek yang sangat kuat. Akibat dari pertumbuhan pasar ini akan berdampak pada <em>market share<\/em> yang semakin luas dan bermuara pada profit perusahaan yang semakin meningkat. Karena itu brand extension menjadi salah satu pilihan strategi perusahaan untuk mengembangkan bisnisnya di berbagai lini bidang dan kategori.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand extensions adalah strategi marketing dalam pengembangan merek dengan menggunakan merek yang sudah ada dan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":418,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[],"class_list":["post-415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apa itu Brand Extension\u2026??? &#8211; Program Studi Diploma 3 Administrasi Bisnis NSC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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